5 Important ranking factors for legal websites in 2019

Google Is still the most widely used search engine in 2019. Its algorithms are not static, they are always evolving, perfecting and creating new strategies to help people find out the answers they need. The use of voice searches is spreading fast, and with devices like Alexa, Amazon Echo and Google Home reaching a broader market in 2019, more users will use voice search to find a business this year than ever before.

It’s difficult for marketers to keep up to date with the search engine’s algorithm changes, most are unsure about the level at which each change could impact a website optimization strategy.

We bring you 5 ranking factors for optimizing legal websites in 2019 :

  1. Mobile-first Indexing:

It means that Google will use the mobile version of user’s page for ranking and indexing. Since the first quarter of 2018, Google began migrating websites to mobile-first index. It is important to clarify that it does not mean that Google will index on mobile only; rather mobile-first means, that in 2019 Google will use mobile versions first for ranking, once a website is migrated.

John Mueller, Google’s Trends Analyst said:  “If you want to go responsive, better do it before the mobile-first launch”. So, if your website hasn’t be migrated yet, and you are thinking on switching, do it now!


  • Check your mobile pages regularly using a website auditor.
  • Track mobile page loading and speed with the help of PageSpeed Insight.
  1. Web Page Speed:

The loading time of a desktop page has remained an important factor in ranking. In July of 2018, mobile’s page speed was added to the ranking factor in Google.

The most important change to be considered is to understand the metrics that matter for Google when we are talking about the evaluation of page speed. A website is analyzed on the basis of technical parameters. But now, for mobile and desktop, it is going to be analyzed for two main factors:

  1. Optimization and
  2. Speed

Here it is the most important part: how the speed score will be generated? The data from Chrome User Experience of metrics states that user´s performance database, will be used to see the speed. That means, the way a website loads for each user.

According to SEO PowerSuite, who conducted mobile page speed experiment, the results showed the correlation between the optimization score of a page and the position in SERP matters, but not the speed score. Your site may be ranked as slower, but the rankings will remain the same. According to those experiments, page speed is yet in the testing phase of Google, and it may change the correlation in the future.


  • You can improve optimization score, which is important for rankings in 2019.
  • A hosting provider also has a huge impact on your website speed, so it’s worth to check out which web host is the best.
  1. Brand Mentions As a Ranking Factor:

According to Garry Illyes, Google’s Trends Analyst, Google utilizes online brand mentions in search algorithm in two different ways:

  • Unlinked brand mentions: through mentions of brand names, the Google Search Engine recognizes that a certain brand is an entity. In addition to it, Google analyzes features mentioning it to get a better idea about the particular field and authority of that brand.
  • Sentiment and Context: This way refers to the trust, reputation, image, and complaint/resolving. Given such contexts, Google has the difference in good and bad brands. Similarly, any feeling with the brand mentions affects the ranking of that website.


  • Don’t forget to include backlinks, because they still are a strong ranking factor in 2019.
  • Address costumers’ complaints and engage effectively with happy clients. This is possible when you are tracking mentions of a brand online. This is also called Link Fewer
  1. Amazon Search:

Amazon is becoming popular among users who shop online. Although it is not a search engine, people search within its pages for shopping, and it has a similar algorithm as Google. A study analyzed, that 56% of consumers visit Amazon if they need to buy anything whereas 51% of shoppers search Amazon after buying a product somewhere else online. With this data, it is easy to figure out that Amazon is becoming a hub of e-commerce. Which means that if you are into e-commerce business but not on Amazon, you are missing 56% of customers. Hence, add Amazon in your 2019 SEO strategy.


  • Tools like Rank Tracker is a keyword research tool and contains Amazon Autocomplete keywords. This tool will help you find out keywords that you should rank for at Amazon.
  • Title and description should be user-friendly with the right use of keywords.
  • Meta tags or back end keywords are very important for Amazon algorithm.
  • Track and review customers’ reviews and complaints.
  1. General Data Protection Regulation:

General Data Protection Regulation or GDPR is a recent regulation passed in the European Union which regulates the issues regarding the owner of the data created by users’ through their online interaction. It is important to note that now onwards, it is users and not the companies who collect this. Resultantly, the users can request to look at the data company keeps about them and can also ask to export or correct it. In case a company does not follow the regulation, the company will be subject to pay 4% of the annual profit.

  • In the case of no European customers, one can switch to “do not automatically expire” options in Google analytics. But the responsibility of user data protection lies on you in this case.
  • For European customers, it is important to review the resources that collect user data on your website. It is important to stay cautious that you don’t send any private data accidentally to Google analytics.
  • Moreover, revise and update privacy policy according to GDPR.

Although these changes are few, they will make a big impact on SEO in 2019. Especially the GDPR and the Amazon search.