Jump to section Overview If your app listing isn’t ranking on the first page of Atlassian Marketplace or Google, you’re already losing potential customers. Top-performing vendors know that SEO drives discoverability, trust, and conversions, and they treat SEO audits as a business growth lever, not just a technical check-up. Conducting a periodic comprehensive SEO audit is essential for Atlassian Marketplace vendors who want to improve their app’s organic visibility, attract high-intent traffic, improve keyword positioning, and convert more visitors – all while staying ahead of competitors. With SEO playing a critical role in growth, guesswork isn’t just risky, it’s expensive. Audits uncover hidden blockers, such as crawl issues, missing high-intent keywords, and weak metadata that quietly kill your app’s search performance and CTR. They also identify overlooked opportunities, for example, coming from unoptimized product descriptions to underutilized keyword placements. Beyond rankings, SEO audits improve your listing’s structure, navigation, and content clarity, which in turn, will drive engagement. The result? Higher CTR, lower dependency on paid ads (maximizing your ROI), and long-term gains in organic Marketplace performance. SEO Audit: How Frequent Should They Be? Search engines, user behavior, and even competitors are constantly evolving. A one-off comprehensive SEO audit is no longer enough. High-growth Marketplace vendors audit at least once a year, and many do so quarterly, because missing key trends, keyword shifts, or structural errors can mean slipping behind apps that stay optimized. Missing an audit means losing visibility. We recommend one audit a year as the absolute minimum. Anything less, and you risk falling behind app vendors who are optimizing more often than you. More regular audits (quarterly or biannually) ensure your listing keeps pace with the changing algorithms, market trends, and competitor moves. Audits also provide you with a clear picture of where your app stands against your competitors in the Marketplace. Insights like these are invaluable in showing how you can gain the edge over other listings, including any weak spots where you can steal traffic. Below are two examples of how Brighttail’s SEO audits led to Atlassian Marketplace vendors boosting their visibility, attracting higher-quality traffic, and outperforming competitors. Case Study #1: Reclaiming Search Visibility Through Listing Optimization The client’s Atlassian Marketplace listing page wasn’t ranking for relevant high-volume search terms. Despite solid functionality, the listing wasn’t discoverable. This issue was caused by neglecting to include high-intent keywords in the app title and overview, a poorly formatted key highlights section, and weak meta descriptions. Our audit uncovered the right search terms for both the app name and tagline on the listing, and how the key highlights section could be improved. Adopting these recommendations successfully brought the listing up to the preview section, capturing high-value traffic from Google’s organic search. Before: The description lacked high-intent keywords, leaving the listing invisible for key searches. After: The description was rewritten with more effective keywords, boosting visibility for key searches without sacrificing flow. In the key highlights section, we emphasized three unique features that separated the client’s product from competitors. Advantages were presented with clear headers, supported by focused descriptions and screenshots, making the listing more persuasive and engaging for Marketplace visitors. Before: Key highlights did not include screenshots, limiting clarity and user engagement. After: Key highlights with screenshots included, driving stronger engagement. Key takeaway: Targeted keyword placement and improved highlight section can significantly increase organic visibility, especially for competitive Jira-related searches. Case Study #2: Winning Non-Branded Keywords with Strategic Renaming A lack of high-intent keywords in our client’s listing led to this promising app being buried in the Marketplace’s search results, reducing its ability to compete with similar solutions and attract prospects. Over our years of working with the Marketplace’s Search API data, we’ve often found that the best opportunity comes from ensuring that the app ranks for relevant non-branded terms. This app is a perfect example of this approach. Diving into the top 500 most searched keywords in 2024 for Atlassian Marketplace apps, we found that valuable keywords like “esign,” “digital signature,” “sign,” and “document management” were underutilized. We, therefore, expanded the app’s highlight section to incorporate more keywords, renamed the app to include “digital signature,” and ensured that the listing reflected the app’s main function and search intent. Upon implementing these changes, the client’s listing secured a higher position in search results, positioning the app more effectively on the Atlassian Marketplace and outranking competitors. The client’s competitor was found to have ranked higher for the keyword “digital signature”. One of the reasons for this was the inclusion of the keyword in their overview description. After: Tagline and key highlights were optimized with high-intent keywords, boosting the listing’s visibility. Key takeaway: App name and tagline aren’t just branding, they’re powerful levers to win high-intent traffic. Tangible SEO Audit Benefits: Problems Every SEO Audit Must Address Even experienced marketers make common, costly mistakes. SEO audits help you catch and fix them before they impact revenue. However, despite awareness of SEO’s importance, we continue to see many app vendors repeatedly making the same SEO mistakes. The issue here is misalignment. While vendors know how critical SEO is, optimization is lacking as the ecosystem continuously evolves. Regular audits help keep vendors stay on top of trends and algorithm updates, where improvements can be made, and what opportunities are missed. The gaps are not small either. They contribute significantly to whether your listing is visible or remains buried by competitors. When your app title, metadata, content, and off-page signals aren’t aligned with how prospects search or how the Marketplace ranks, even solid products go unnoticed. 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 Day-to-day SEO monitoring remains a crucial aspect of your search performance management. A periodic comprehensive SEO audit complements this by looking deeper, providing a more holistic assessment, and ultimately ensuring your efforts have direction. This table demonstrates how the two differ and how having both gives your Marketplace listing higher visibility. AspectComprehensive SEO AuditDay-To-Day MonitoringPurposeA 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.FrequencyPeriodic (quarterly or annually)Daily depending on priorities and KPIsScopeHolisticFocuses on specific KPIsTools usedAdvancedBasic analytics toolsFocus areasStructural issues, content gaps, backlink quality, mobile usability, page speed, and more.Rankings, organic traffic, keyword trends, and conversion rates.OutputDetailed reportSnapshot of performance and minor alertsTimeExtensiveMinimalProblem identificationFinds hidden or long-term issuesHighlights trendsWhy it’s neededEvaluate 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 ActivitiesCrawling for errors, assessing meta tags, analyzing competitor performance, and link audits.Monitoring keyword performance, tracking backlinks gained or lost, and analytics review. Conclusion SEO audits aren’t just a health check, they’re one of the most powerful tools to boost your app’s visibility and conversions on the Atlassian Marketplace. For Atlassian Marketplace vendors, staying visible means continuously evolving with your audience, competitors, and the platform. The benefits are clear: uncover hidden blockers, fix keyword gaps, and strategically position your app to outrank competitors. Combining day-to-day monitoring and regular comprehensive SEO audits will keep your app ranking high and fuel long-term growth. Stay on the front page by scheduling a consultation with us and check out our ongoing SEO promotion.
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Learn how to win out-of-market buyers with our new book—Buystander Personas.