Azercell SEO Review: Analyzing the Website of a Mobile Network Provider

We conducted an SEO performance analysis of Azercell's website, a leading mobile network provider. In this presentation, you'll find detailed insights into site structure, speed, keyword optimization, content quality, and more. Additionally, we provide recommendations and strategies to strengthen Azercell's digital presence.

1. Azercell.com
websiteaudit

2. 02
03
01
Table of Contents
Website Audit Competitor Analysis
SEO
Recommendations

3. Website
Audit
01
Focus on factors such as the site's structure, usability,
content quality, page speed and adaptability, and technical
SEO aspects.

4. Usability
Minor nuances in the AzercellMy Cabinet section:
•No link to the homepage;
The Azercelllogo and the main page button only lead to the personal cabinet.
•The letter "İ" appears as "I" in uppercase texts;
Forexample: "CARI TARIF"
•The "Terms of Use" page does not follow the current design. The overall style has not been
applied.
Other minor nuance:
The "Digital solutions" section mentions 240 TV channels. There is no list of which channels are included.

5. PageSpeedand Adaptability
Mobile
Performance: 30|Accessibility: 72 |Best Practices: 93| SEO:82
•TBT: 2,440 ms-This is a very slow result on mobile devices. Google recommends it to be
between 200-500 ms.
•(Total Blocking Time -The total time the browser spends loading and processing resources like JavaScript and
CSS before displaying the content of the web page).
•LCP: 8.9 s -It is recommended to be less than 2.5 seconds.
•(Largest ContentfulPaint -Measures the time it takes for the largest content element (image, text block,
etc.) on the web page to fully load and display to the user).
•First ContentfulPaint: 2.4 s -2.4 seconds is a normal indicator.
•(Measures the time it takes for any content (text, images, etc.) to initially display to the user).
•Speed Index: 12.4 s -The Speed Index value is very high. Google recommends this value to be
less than 4 seconds.
Source: https://pagespeed.web.dev/analysis/https-www-azercell-com-az/138akjoq3k?form_factor=mobile

6. Comparison of Mobile Version with Competitors
Source
Bakcell: https://pagespeed.web.dev/analysis/https-bakcell-com/dnrv07owx3?form_factor=mobile
Nar: https://pagespeed.web.dev/analysis/https-www-nar-az/vrgvmkn798?form_factor=mobile
Azercell Bakcell Nar
Performance: 30 Performance: 27 Performance: 27
Accessibility: 72 Accessibility: 74 Accessibility: 74
Best Practices: 93 Best Practices: 74 Best Practices: -
SEO: 82 SEO: 91 SEO: 90
Thoughts on the section:
The results for all three operators are below the recommended indicators. Optimization work
should be carried out for mobile devices.

7. PageSpeedand Adaptability
Desktop
•TBT:70 ms-This is a very good result. Google recommends it to be between 200-500 ms.(Total
Blocking Time -The total time the browser spends loading and processing resources like JavaScript and CSS
before displaying the content of the web page).
•LCP:2.7 s -The indicator is not ideal. It can be further improved. (Largest ContentfulPaint
-Measures the time it takes for the largest content element (image, text block, etc.) on the web page to fully
load and display to the user).
•First ContentfulPaint:1.4 s -The FCP value is good. The recommended value is less than 1.8
seconds. (Measures the time it takes for any content (text, images, etc.) to initially display to the user).
•Speed Index:4.4 s -The Speed Index value can be further improved. Google recommends this
value to be less than 4 seconds.
Source: https://pagespeed.web.dev/analysis/https-www-azercell-com-az/138akjoq3k?form_factor=desktop

8. Comparison of Desktop Version with Competitors
Source:
Bakcell: https://pagespeed.web.dev/analysis/https-bakcell-com/dnrv07owx3?form_factor=desktop
Nar: https://pagespeed.web.dev/analysis/https-www-nar-az/vrgvmkn798?form_factor=desktop
Azercell Bakcell Nar
Performance: 72 Performance: 38 Performance: 39
Accessibility: 80 Accessibility: 72 Accessibility: 62
Best Practices: 96 Best Practices: 74 Best Practices: 74
SEO: 83 SEO: 91 SEO: 92
Thoughts on the section:
The desktop version is good both in comparison with competitors and overall. However, SEO,
Speed Index, and LCP results can be further improved.

9. PerformanceResults
Server Response All Page Content LoadedAll Page Scripts Complete
Page Speed
The page loads slowly. Page loading speed is crucial for a better user experience and is
increasingly considered a critical factor. Page loading speed can be influenced by many factors and
requires technical resources to investigate.

10. JavaScriptMinify
JavaScript file is not minified. Minifying it by reducing page size can increase speed.
https://www.azercell.com/theme/js/scripts.js?v=1.0.109
I managed to reduce it by 36.54% in tests.

11. TechnicalSEO
Source:
Semrush
4xx errors 6
Pages with broken links 558
Links with no anchor text 13
Total sitemap errors 3201
Total sitemap warnings 8
Errors found in HTML code 1708
Missingimagealt text 5076
Missing image title attribute 34927
Pages with a short meta description (<5 words) 120
Pages indexed by Google 7180

12. CSS
The website uses "inline styles," which is an outdated method and one of the factors that
degrade performance.
Line Style
152 display:none;visibility:hidden
210 display: none;
213 margin-top: -7px; font-size: 2rem;
385 margin-bottom: 0; font-size: 2.25rem;
1195background-image: url(
1339position: absolute;top: -999999px; opacity: 0;
3519background-image: url(
3603background-color: rgba(235, 189, 0, .1); display: none; margin: 10px 0 0;
3615text-align: center;font-size: 14px;
3620text-align: center;font-size: 14px;
3653background-color: rgba(235, 189, 0, .1)
3659margin: 0;
3666margin: 0;

13. H1 tag
According to Google's recommendations, there should be only one H1 heading tag per page. However,
there are 6 H1 tags on the homepage.
H1«Baharhədiyyənizgözəlnömrələrolsun!»
H1«Premium üstünlüyüseç!»
H1«Müxtəlifcihazlardaeynianda240+ kanal»
H1«SuperSən, tarifiniseç!»
H1«Baharhədiyyənizgözəlnömrələrolsun!»
H1«Premium üstünlüyüseç!»

14. SEOaudit
Source: Semrush
Authority Score: 45 | Organic Keywords 13.8K | Backlinks74.6K | Site Health 75%
•Authority Score -Having a score of 45 is below average. Possible reasons include low-
quality backlinks, technical SEO issues, and optimization.
•Bounce Rate 69.68% -This is considered quite high. It means that approximately 70% of
visitors to your site view one page and then immediately leave.
•Site Health 75% -On many sites, this figure ranges from 70-85%. A score of 75% indicates
partial optimization. There are potential issues that need to be addressed, including search
engine optimization and user experience.

15. BackLinkaudit
Source:
Semrush
Azercell Bakcell Nar
Toxic 554 -22.9% 562 -27.2% 208 -19.4%
Pot. toxic354 -14.7% 175 -8.5% 158 -14.8%
Non-toxic 1.5K-62.4%1.3K -64.3%705 -65.8%
Thoughts on the section:
Both Azercelland Bakcellhave a high number of backlinks from toxic and potentially toxic
domains.
ToxicPot. ToxicNon-toxic

16. DomainOverview
Source: Semrush
Azercell Bakcell Nar
Authority Score 45 45 41
Site Health 75% 80% 71%
Thoughts on the section:
Although the Authority Score is low for all three competitors, Bakcelloutperforms in terms
of site health metrics.

17. TrafficAnalytics
Source:
Semrush
Azercell Bakcell Nar
Visits 869.2K 499.4K 766.9K
Unique Visitors 380.7K 251.5K 246K
Pages / Visit 1.67 1.99 1.48
Avg. Visit Duration 06:35 26:09 11:32
Organic Traffic 358K 318K 222K
Bounce Rate 69,68% 62.95% 71.30%
Thoughts on the section:
Although there are more visitors on the Azercellwebsite, the time spent on the page and the number
of page visits are lower compared to Bakcell. While Azercellis ahead in terms of Bounce Rate, it
lags behind Bakcellin this aspect.

18. Overall opinion
●Azercell.com site is visually appealing and has a user-friendly and practical navigation
system compared to its mobile operator competitors.
●However, the performance of the mobile version of the site is quite poor. Considering that
the majority of mobile operator customers access the site via mobile devices, these
indicators could be considered inadequate for Azercell.com. The mobile version is slow and
requires optimization on the code side.
●The performance of the desktop version is normal but leaves room for improvement.
●There are significant issues related to technical SEO and external backlinks. These include
over 500 broken links (404 errors), HTML code issues, the use of inline styles, lack of
alternative text for over 5000 images, and absence of title tags for nearly 35,000 images.
●Third-party cookies are used on the site, but there is no notification message to alert
users about this.
●The number of toxic links exceeds 550, and there are over 350 potentially toxic domains.

19. Overall opinion
There isn't a specific number of criteria for SEO analysis. Engineers constantly develop the
algorithm and rely on different metrics. During SEO analysis, I consider the following key metrics
to be more important:
●Mobile-friendliness of the website
●Page loading speed
●Use of HTTPS
●Site map and robots.txt file
●Quality of content
●Keyword research
●Title and meta descriptions
●Visual optimization
●Internal links
●Backlinks
●Social media signals
●Brand awareness
Additionally, in SEO, User Experience (UX), analysis, and tracking should also play a significant
role.

20. For your attention,
Thank you!
[email protected]