COMPARATIVE SEO ANALYSIS RESULTS

In the light of the SEO Analysis data obtained in this part of our research, the results were compared for the 3 companies mentioned and we see which company is more prominent or behind in these comparisons in each subtitle.

Keywords and Meta Descriptions

The Meta Descriptions and Keywords research results for Anadolujet, Pegasus and Turkish Airlines, which are among the civil aviation companies included in our project, are as follows.

As a result of our research, we have founded that meta keyword study has not been made for AnadoluJet site. When we examine the anadolujet.com homepage, we saw that the title and meta description were used for the homepage. Similarly, we saw that meta descriptions and titles are defined in the services page.

On the other company result of the research, when we look flypgs.com page’s source codes, we saw different meta descriptions for Main page and Campaign page. On the other hand, for flypgs.com, there is not any meta keywords. In addition, result of the Turkish Airlines we saw that "Discover more than 120 countries with Turkish Airlines for a unique travel experience. Buy air tickets, book hotels and rent a car." It reflects its advertisement with meta description.

The importance of meta description is more than the importance of using meta keywords.

Although there is no mention of the existence of meta keywords for the AnadoluJet and Pegasus companies, the fact that the companies use both the description and the keywords with the meta description tag is actually not a mistake, but a different way. Turkish airlines' use of both tags allows to achieve better results, unlike other companies.

H1-H6 Tags

Heading tags with keywords and hierarchy are important issues for using H1-H6 tags.

Considering the analysis results obtained and the use and importance of the H1-H6 Tags, Turkish Airlines and AnadoluJet are prominent due to the accuracy of the header tags used with the hierarchical structure, while the Pegasus Company lags behind both companies.

Google View

The important issue for the outcome of the Google view in companies is primarily the title tag and meta description.

When analyzing the Google views that we see in the search results of each bit company above, the successes of both the title and meta descriptions and subtitles of the AnadoluJet and Turkish Airlines are outstanding.

As a result of the visual analysis made for the company Pegasus, the preferability of the user may be quite low compared to other companies since the descriptions of the subtitles given are not fully visible due to the lack of character, and clear information about the content is not available.

Alt Tags

According to alt text importance and results of the analysis, we saw the three company was aware of this situation. If they don't use the alt tag, they won't be able to offer their users a better experience and understandable results on their website.

Keyword Cloud

The Keyword Cloud is a visual representation of keywords used on your website. This will show you which words are frequently used in the content of your webpage. Keywords having higher density are presented in larger fonts and displayed in alphabetic order.

(Keywords Cloud Test)

The most three repeating keywords in AnadoluJet website;

Online (99)

Office (74)  

Routes (40)

The most three repeating keywords of the Pegasus websites;

Plain (75)

Pegasus (15)

Profusely (9)

 The most three repeating keywords of the Turkish Airlines websites;

Access (2)

Denied (1)

Don’t (1)

Keyword clouds are of great importance in prioritizing companies in search engines. When considered in this context, it is more likely that the number of words in the keyword cloud and their display value in search engines are more preferable and visible to the company's website.

For this reason, the website of AnadoluJet company, which is mentioned above and whose results are discussed, is higher than other companies.

Sitemap.Xml and Robot.Txt Files

In practice, robots.txt files indicate whether certain user agents (web-crawling software) can or cannot crawl parts of a website. These crawl instructions are specified by “disallowing” or “allowing” the behavior of certain (or all) user agents.

(SEO Learning Center/On-Site SEO/ Robot.txt)

As a result of our research, we see that AnadoluJet uses the sitemap.xml and robots.txt file. They are also available on Turkish Airlines web site but Pegasus are available only robot.txt file on website. So that reason Turkish Airlines and AnadoluJet are visited by Google bots neither than Pegasus.

Google Index (Number of Index)

It is the source data in Google’s index that ultimately determines the value of different search terms and keywords. Search engines apply their algorithms to the available data, and measure the frequency of different factors under different conditions, which factors are related to one another and so on.

In our project, we researched and analysis Google indexes of AnadoluJet, Pegasus and Turkish Airlines. We compared results of that three company on below.

“anadolujet.com” has 126,000 indexes in Google.

“flypgs.com” has 61.200 indexes in Google.

Index of Turkish airlines web site on google, about 12.700.00 results found.

When we compare the three companies’ results of the Google indexes, we said that the more indexes taken from Google made your website more accessible among the others. So that reason, Turkish Airlines was more accessible than companies of Pegasus and AnadoluJet.

Canonical URL (Canonical Redirects)

Why does canonicalization matter?

Duplicate content is a complicated subject, but when search engines crawl many URLs with identical (or very similar) content, it can cause a number of SEO problems. First, if search crawlers have to wade through too much duplicate content, they may miss some of your unique content. Second, large-scale duplication may dilute your ranking ability. Finally, even if your content does rank, search engines may pick the wrong URL as the "original." Using canonicalization helps you control your duplicate content.

General usage;

<link rel=”canonical” href=”http://www.example.com/“/>

(SEO Learning Center/On-Site SEO/Canonicalization)

For the AnadoluJet;

For the Pegasus;

For the Turkish Airlines;

When we compare the results of three companies, we understood that they were used the canonical links in general and suitable way for their own websites.

404 Not Found Pages

AnadoluJet and also Pegasus aim to redirect its users to the homepage by offering a special 404 page. When we examine in Pegasus’s and AnadoluJet’s 404 Not Found Pages, we can see that button for their main page. This can enable users to return to the home page and continue browsing, rather than leaving the page.

While we were comparing the results for the “404 Not Found Page”, we examine the design and adequacy of the orientation on the page presented to the users. When we got the result of the examination, Pegasus has used effectively and creatively way when its web site given redirection to the users among the others with 404 Not Found Page.

Mobile Compatibility

We tested the mobile compatibility of AnadoluJet, Pegasus and Turkish Airlines website on a platform prepared by Google

The result of the analysis for our project research companies, we saw that they have been website compatible with mobile devices.

Page Speed

The general in mobile compatibility scores, we can say that AnadoluJet needs to focus a little more on mobile compatibility in improving the site speed.

                                

                   Mobile Version Web Site Speed                                  Desktop Version Web Site Speed

 

Speed Test Results of the Pegasus website analysis;

                   

                        Mobile Version Web Site Speed                                  Desktop Version Web Site Speed

It is seen in the test results given above that the site speed tests made for Pegasus company are both below the desktop version and the compatibility performances on mobile devices are well below the general evaluation scores.

It can also be said that the website of the Pegasus Company has low compatibility scores in both versions for the reasons given below, and it may be possible to increase the site speed for both versions as a result of the necessary studies.

Speed Test Results of the Turkish Airlines website analysis;

            

                             Mobile Version Web Site Speed                                  Desktop Version Web Site Speed

According to google page speed standards, all three companies are in the red area in terms of website speeds in mobile version.

The red area indicates that the page speed is low according to Google standards.

When we look at the evaluation range of desktop versions in google standards, we see that AnadoluJet is not in the red area like Pegasus and Turkish airlines, but it is in the evaluation standard in the yellow area.

Yellow area says that the page speed is average according to Google standards.

In this context, it is possible to say that AnadoluJet's website is ahead of the Turkish Airlines and Pegasus Company when the compatibility scores of both versions are considered in terms of the speed of the websites.

Backlink Analysis

For a website to be highly valued in the eyes of Google, we can say that its backlinks should be high in number and good quality. And this quality has a mathematical response, which has a significant impact on search results.

There are 6.312 external backlinks, +18 supplemental links for AnadoluJet.

1.763 are redirects, 4.389 are textlinks and 178 are images.

There are 544 external backlinks, +9 supplemental links for Turkish Airlines.

25 are redirects, 109 are textlinks and 419 are images.

There are 103.827 external backlinks, +397 supplemental links for Pegasus.

2.605 are redirects, 54.252 are textlinks and 47.466 are images.

When we compare the results of the backlinks for companies, Pegasus has high number and good quality in terms of being highly valued website for the Google.

Broken Links

Broken link is any type of link that was previously available on a website but is currently unavailable.

In case of broken links, users and search engine spiders cannot navigate the site. This has a negative effect on both the user experience and the search engines.

No matter how few or broken links are, the site will be positively evaluated by Google. When the broken links are corrected, Google can reward that site and upgrade it in its keywords.

A broken link was not found on the website of AnadoluJet and Thy, one of the companies included in our analysis study. There are two broken links on the Pegasus website, and we can say that this has a negative impact on both the search engine and the user experience.

Grades

In this topic, we analyzed AnadoluJet, Pegasus and Turkish Airlines website in 4 categories; performance, mobile, SEO and security. We have included the general evaluation results covering the grades of these categories below.

Website grader results of companies;

AnadoluJet: 70

Pegasus: 69

Turkish airlines: 50

The website, which has the best percentage in the four categories included in the analysis results and has the highest percentage as a general evaluation, belongs to AnadoluJet.

Customer Location and Language Options

In short, we can be said that Pegasus Company's unofficial language use and preferred attitudes towards solving customer problems are not the right steps in using social media.

We can also say that Pegasus should prefer a more formal language with the customers it communicates on social media and should work to satisfy the customer with solution-oriented studies.

On the other hand, AnadoluJet and Turkish Airlines prefer to use the official language against their customers to whom they communicate in order to meet their customers' expectations or solve their problems on social media.

We compare the three companies in terms of usage social media and we can say that as a result of our analysis for the “Social Media Usage”, Turkish Airlines’ Social Media usage is more effectively than other companies.

When the websites of the 3 companies included in this report analysis are examined by comparing the results of the SEO analysis conducted, it is possible to say that in some areas, a company has come to the fore and has achieved better results in terms of SEO, even though they prefer the right ways in some subjects.

In this part of our project, it has been observed that Turkish Airlines' website is more successful in its SEO analysis studies than AnadoluJet and Pegasus companies.

References

Keywords Cloud Test. (tarih yok). SEO Site Check Up: https://seositecheckup.com/tools/keywords-cloud-test adresinden alındı

SEO Learning Center/On-Site SEO/ Robot.txt. (tarih yok). https://moz.com/learn/seo/robotstxt adresinden alındı

SEO Learning Center/On-Site SEO/Canonicalization. (tarih yok). https://moz.com/learn/seo/canonicalization adresinden alındı