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In the pursuit of sustainable growth, conducting a periodic comprehensive SEO audit is integral. A comprehensive SEO audit will help seek out and leverage opportunities to help boost your website’s search engine rankings by identifying technical issues, content gaps, and missed keyword opportunities among others.
With SEO being so critical in gaining attention in today’s world, audits help align your SEO with business goals for continuous growth, address algorithmic challenges, build a competitive advantage, and ensure long-term ROI over Paid Ads. Beyond rankings, an audit also improves site structure, navigation, and content clarity to drive engagement.
Here’s a quick guide on what to expect from an SEO audit:
SEO Audit: How Frequent Should They Be?
While monitoring your SEO performance should be done constantly, a comprehensive SEO audit is preferred periodically. How often you have a comprehensive SEO audit largely depends on your goal but it is advised that one be done at least annually with more frequent audits happening either quarterly or biannually.
Being more frequent with your comprehensive SEO audit benefits you by ensuring you are keeping up to date with algorithm changes, adapting to changing market trends, and maintaining optimal website performance. How important these metrics are and how much time and resources you’re willing to invest in them will determine how often you have an audit.
A more comprehensive SEO audit also gives you a sneak peek at how your competitors are performing in comparison as well as some of the strategies they may have been incorporating to ensure good SEO practices.
Here are a few relevant scenarios of how we at Brighttail managed to help two different companies on the Atlassian Marketplace via SEO audits.
Client #1: Atlassian Marketplace Listing Optimization
For one of our clients – high-search intent keywords were incorporated in both the app name and tagline on the Atlassian Marketplace listing page. These helped the page to appear on the preview section on search engine results pages (SERP), enticing searchers to click through to the Atlassian Marketplace listing page from Google’s organic search.
Previously, the listing lacked high-intent keywords, a poorly formatted key highlights section, and weak meta descriptions which affected the clickthrough rate (CTR) from search results.
Our audit was able to provide actionable insights and recommendations, leading to improvements in terms of keyword research, optimization of titles and taglines, and reformatting of the key highlights.
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In the key highlights section, we also emphasized the three unique features that set our client’s product apart from the competition. Headers were used to highlight these advantages clearly and they were supported with descriptive copy, and screenshots, outlining the benefits users can attain through the product.
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Client #2: Keyword Research & Atlassian Marketplace Optimization
Brighttail also aided another client in its tagline and key highlight section by maximizing the word count and adding more relevant keywords that we identified from keyword research through comprehensive content.
Upon analyzing the Search API data for apps, we noticed that these apps primarily gain visibility for non-branded terms. We delved into the top 500 most searched keywords in 2024 for our apps and found keywords like “esign”, “digital signature”, “sign” and “document management”.
Upon finding this, we recommended renaming the app by incorporating a “digital signature” to reflect its functionality and adding it to the description overview.
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Tangible SEO Audit Benefits: What Atlassian Marketplace Vendors Can Expect
As an Atlassian Marketplace vendor, there are also several benefits to conducting an audit that will be a clear boon to your website. Some of them are:
- Better Visibility on The Atlassian Marketplace Search
Being able to identify keyword opportunities will mean optimization of app listing titles, descriptions, and tags. Audits also help fix issues that could be lowering rankings such as missing or duplicate metadata. - Higher Organic Traffic
An audit also helps to drive organic traffic in many ways including optimizing content and enhancing backlinks and internal links. An audit will also leverage the Atlassian Community, blog mentions, and external resources, driving more people to your app listing and website. - Elevated Technical SEO
An audit will take a look at some of the technical problems that may be affecting your rankings. Through an audit, you will be able to fix broken links, slow page speeds, and indexing issues, making your website not only rank higher but also foster engagement with your audience. - Staying Ahead of The Competition
An audit entails analyzing what your top-ranking competitors are doing right. The audit will identify and point out gaps that are keeping you from outperforming the competition.
An SEO audit helps uncover hidden issues that could be holding your app back and provides clear steps to fix them.
The infographic below highlights 11 common SEO mistakes in Atlassian Marketplace marketing and how to address them to improve your search rankings and visibility.
A Comprehensive SEO Audit Complements Day-to-Day Monitoring
While your day-to-day SEO monitoring is indeed important, you should think of a periodic comprehensive SEO audit as a tool that compliments those efforts and ensures that your day-to-day is being directed down the right path.
This table demonstrates how the two differ and how having both will ensure your website is ranking on the front page of search engines.
| Aspect | Comprehensive SEO Audit | Day-To-Day Monitoring |
|---|---|---|
| Purpose | A thorough analysis of website SEO health to uncover deeper website SEO issues, technical gaps, and strategic opportunities. | Observe SEO performance metrics and trends to track progress and maintain stability. |
| Frequency | Periodic (quarterly or annually) | Daily depending on priorities and KPIs |
| Scope | Holistic | Focuses on specific KPIs |
| Tools used | Advanced | Basic analytics tools |
| Focus areas | Structural issues, content gaps, backlink quality, mobile usability, page speed, and more. | Rankings, organic traffic, keyword trends, and conversion rates. |
| Output | Detailed report | Snapshot of performance and minor alerts |
| Time | Extensive | Minimal |
| Problem identification | Finds hidden or long-term issues | Highlights trends |
| Why it’s needed | Evaluate and address core elements determining website SEO’s long-term viability in search engine rankings. | Maintain optimization and detect short-term performance fluctuations. |
| Examples of Activities | Crawling for errors, assessing meta tags, analyzing competitor performance, and link audits. | Monitoring keyword performance, tracking backlinks gained or lost, and analytics review. |
Conclusion
Proper SEO is one of the strongest tools at your disposal for creating awareness of your brand and product. Taking the time and effort to ensure that you are following good practices is integral to the success of your company in today’s world.
A combination of day-to-day monitoring as well as a periodic comprehensive SEO audit will work towards increasing your visibility and driving organic traffic to your website for long-term sustainable growth.
Stay on the front page by scheduling a consultation with us and check out our ongoing SEO promotion.
