Search Engine Marketing – Google Ranking Factors 2019 Article Summary

by | Jan 9, 2019 | Search Engine Marketing | 0 comments

Assignment #1: Read and Summarize an article on how Google Ranks Results

Article Cited:

The Ultimate Guide to Google Ranking Factors in 2019

Written by Sam Kusinitz @sdkusin


“There are 200 known Google ranking factors. The most important factors are related to the URL, inbound links, meta tags, the intent of a keyword, how your content is structured, how fast your page loads, and numerous technical SEO specifications that vary in importance based on the topic.”

The article listed 8 important ranking factors for 2019.

  • Website Architecture (clear subdirectories; URL slugs)
  • Domain Security (HTTPS)
  • Inbound Links (also known as backlinks from external websites)
  • Topic Authority (“more content … on a particular topic”)
  • Keyword Intent (keyword optimization; relevant content supporting keywords)
  • Content Structure (headers, subheads, bullets, lists for easy reading)
  • Meta Tags (Title Tag, Image Alt Text and Meta Description)
  • Page Speed (2-3 second load times preferred)

Of these, the most important, according to this article are Inbound or Backlinks, and Keyword Intent. Backlink importance supports the information provided in the lectures and textbook as being crucial to a high SERP. I found the “Keyword Intent” information helpful in understanding how the new algorithms address the spammy practice of loading websites with keywords rather than providing relevant content.

Next in importance, according to the article, are Domain Security (HTTPS), and Topic Authority. To achieve Topic Authority, the article states, “The more content you publish on a particular topic, the higher each piece of content belonging to that topic will rank in Google’s SERPs.“

Some tips I found useful and applicable within this article were to:

  • Optimize images to improve page speed at
  • Pay attention to the relevant and purposeful use of URL slugs.
  • Use bullet points and easy to skim headings and subheads to keep readers engaged.

The article didn’t cover social media’s impact on Google SERPs, which seems like a large oversight. The inclusion of infographics was a nice visual touch, but I found them difficult to read on my computer. I thought perhaps one would be used as the Featured Image for social media sharing, but I tested it and the URL did not have an image when shared on Facebook. Again, a glaring missed opportunity for, or lack of importance on social media engagement.

Additional resource to consider (cited in this article): with a free-with-email-opt-in PDF guide.