Fragmentation will depend on the insert/update frequency on the indexed fields and the size of the Index page.
For maintenance purposes, you can use Azure Automation and create a recurring script that checks for fragmented indexes and optimizes it.
There's a Runbook in the Gallery just for that:

The best thing about this is that Automation is free as long as you don't go over the 500 running minutes per month, time your executions well and you won't have to pay :)
I made a custom improvement to the gallery script, feel free to use it too:
<#
.SYNOPSIS
Indexes tables in a database if they have a high fragmentation
.DESCRIPTION
This runbook indexes all of the tables in a given database if the fragmentation is
above a certain percentage.
It highlights how to break up calls into smaller chunks,
in this case each table in a database, and use checkpoints.
This allows the runbook job to resume for the next chunk of work even if the
fairshare feature of Azure Automation puts the job back into the queue every 30 minutes
.PARAMETER SqlServer
Name of the SqlServer
.PARAMETER Database
Name of the database
.PARAMETER SQLCredentialName
Name of the Automation PowerShell credential setting from the Automation asset store.
This setting stores the username and password for the SQL Azure server
.PARAMETER FragPercentage
Optional parameter for specifying over what percentage fragmentation to index database
Default is 20 percent
.PARAMETER RebuildOffline
Optional parameter to rebuild indexes offline if online fails
Default is false
.PARAMETER Table
Optional parameter for specifying a specific table to index
Default is all tables
.PARAMETER SqlServerPort
Optional parameter for specifying the SQL port
Default is 1433
.EXAMPLE
Update-SQLIndexRunbook -SqlServer "server.database.windows.net" -Database "Finance" -SQLCredentialName "FinanceCredentials"
.EXAMPLE
Update-SQLIndexRunbook -SqlServer "server.database.windows.net" -Database "Finance" -SQLCredentialName "FinanceCredentials" -FragPercentage 30
.EXAMPLE
Update-SQLIndexRunbook -SqlServer "server.database.windows.net" -Database "Finance" -SQLCredentialName "FinanceCredentials" -Table "Customers" -RebuildOffline $True
.NOTES
AUTHOR: Matias Quaranta
LASTEDIT: Jan 10th, 2015
#>
workflow MyRunBook
{
param(
[parameter(Mandatory=$True)]
[string] $SqlServer,
[parameter(Mandatory=$True)]
[string] $Database,
[parameter(Mandatory=$True)]
[string] $SQLCredentialName,
[parameter(Mandatory=$False)]
[int] $FragPercentage = 20,
[parameter(Mandatory=$False)]
[int] $SqlServerPort = 1433,
[parameter(Mandatory=$False)]
[boolean] $RebuildOffline = $False,
[parameter(Mandatory=$False)]
[string] $Table
)
# Get the stored username and password from the Automation credential
$SqlCredential = Get-AutomationPSCredential -Name $SQLCredentialName
if ($SqlCredential -eq $null)
{
throw "Could not retrieve '$SQLCredentialName' credential asset. Check that you created this first in the Automation service."
}
$SqlUsername = $SqlCredential.UserName
$SqlPass = $SqlCredential.GetNetworkCredential().Password
InlineScript{
# Define the connection to the SQL Database
$Conn = New-Object System.Data.SqlClient.SqlConnection("Server=tcp:$using:SqlServer,$using:SqlServerPort;Database=$using:Database;User ID=$using:SqlUsername;Password=$using:SqlPass;Trusted_Connection=False;Encrypt=True;Connection Timeout=30;")
# Open the SQL connection
$Conn.Open()
# SQL command to find tables and their average fragmentation
$SQLCommandString = @"
SELECT a.object_id, b.name, (select name from sys.tables t where t.object_id = b.object_id) as tablename, avg_fragmentation_in_percent
FROM sys.dm_db_index_physical_stats (
DB_ID(N'$Database')
, OBJECT_ID(0)
, NULL
, NULL
, NULL) AS a
JOIN sys.indexes AS b
ON a.object_id = b.object_id AND a.index_id = b.index_id;
"@
# Return the tables with their corresponding average fragmentation
$Cmd=new-object system.Data.SqlClient.SqlCommand($SQLCommandString, $Conn)
$Cmd.CommandTimeout=120
# Execute the SQL command
$FragmentedTable=New-Object system.Data.DataSet
$Da=New-Object system.Data.SqlClient.SqlDataAdapter($Cmd)
[void]$Da.fill($FragmentedTable)
# Return the table names that have high fragmentation
ForEach ($FragTable in $FragmentedTable.Tables[0])
{
If ($FragTable.avg_fragmentation_in_percent -ge $Using:FragPercentage)
{
Write-Verbose ("Index found : " + $FragTable.name + " on table:" + $FragTable.tablename)
$SQLCommandString = "EXEC('ALTER INDEX "+$FragTable.name+" ON "+$FragTable.tablename+" REBUILD')"
$Cmd2=new-object system.Data.SqlClient.SqlCommand($SQLCommandString, $Conn)
# Set the Timeout to be less than 30 minutes since the job will get queued if > 30
# Setting to 25 minutes to be safe.
$Cmd2.CommandTimeout=1500
Try
{
$Ds=New-Object system.Data.DataSet
$Da=New-Object system.Data.SqlClient.SqlDataAdapter($Cmd2)
[void]$Da.fill($Ds)
}
Catch
{
Write-Verbose ($FragTable.name +" on table "+$FragTable.tablename+" could NOT be indexed.")
}
}
}
$Conn.Close()
}
Write-Verbose "Finished Indexing"
}