Based in Baku. Working on the web.
I'm İsmail Yusibov. I work with companies on how their business shows up online — from the site itself, to how it ranks, to how it's structured for the audience it's trying to reach.
I've spent most of my career building, growing, and rebuilding websites across a range of industries and languages.
Along the way, the work has taken different shapes — search optimization, technical architecture, content systems, e-commerce operations, digital strategy for founders — but the underlying question has stayed the same: how does a business earn attention on the web, and turn that attention into something that matters.
I think of my work less as a service catalogue and more as a way of looking at digital problems. What's the sector actually competing on. Where is the site leaking value. What's the story a search result tells before a visitor even clicks. Those are the questions I like sitting with.
What the work usually looks like.
Every engagement is a little different. Some are single projects, others are long-term partnerships. In practice, most fall into one of these areas.
Search & growth
Making sure a site is findable, well-structured, and speaking to the right audience. Technical health, content architecture, and the search side of things.
Websites
Building sites, rebuilding old ones, moving them between domains and platforms. The kind of work that sits between design, engineering, and content.
E-commerce
Category structure, product data, catalog cleanup, and the search visibility that comes out of getting those fundamentals right.
Strategy & advisory
Sitting with founders and teams to think through digital direction — what to build, what to shelve, and where the leverage actually is.
Where the work has taken me.
Projects across Azerbaijani, Turkish, and English-language markets — from local operators to international portals. Each sector brings its own rhythm.
Medical tourism
International clinic networks reaching patients across languages and destinations.
E-commerce
Catalog-driven operations where product data, structure, and search visibility carry the business.
Healthcare & clinics
Practitioners and clinics balancing trust, positioning, and the specifics of a regulated industry.
B2B & software
SaaS, resellers, and B2B services where the buying cycle is long and the site is the sales floor.
Publishing & lifestyle
Editorial properties and lifestyle brands where content is the product and voice is the moat.
Finance & news portals
Information-heavy sites where speed, structure, and freshness decide who gets read.
Four principles behind every engagement
Data talks, not claims
Every step is measured. Decisions are backed by data — crawls, search analytics, or controlled tests. If it can't be measured, it doesn't ship.
No short-term games
Stable growth over the mid and long term. I don't chase quick wins that collapse at the next Google update.
Full transparency
You know which step is being taken, and why. No black-box reports, no vague monthly updates.
100% accountability
Full precision across every step, A to Z. The work is mine, the results are yours, and both are documented.
A website is a system, not a project.
Content, structure, code, and search visibility aren't separate departments — they're the same system seen from different angles. The mistakes tend to be structural, and the wins tend to be too. Most of my work is looking at the whole picture before touching any one piece.
Beyond the work itself, I stay close to how search engines evolve, how buying behavior online is shifting, and what kind of content actually earns attention now. It's a field that moves — sitting still isn't really an option.
Let's talk about your business.
If you're working on something and think I could help — or you just want to think out loud — the door is open.
ismail@yusibov.az