Google Ranking Trick for Faster Results

How to boost web page rankings quickly

Google — the world’s dominant search engine — is your biggest driver of organic traffic. Many businesses leverage Search Engine Optimization (SEO) to boost their Google rankings. But there’s more to SEO than just link building and keyword stuffing. SEO expert Edward Sturm shared a practical trick to improve Google rankings. He advocated for leveraging topical authority, the SEO strategy that can help web pages rank higher for specific topics. Sturm's method involves four steps.

Why it matters: Boosting rankings with Topical Authority

SEO is a rapidly evolving field — algorithms that propel rankings one month can change the next. White Spark Local Update podcast — where Sturm is a co-host — covers "breaking news" in SEO, verifying Sturm's wisdom. In response to the trend of Google’s focus on topical authority, Sturms advises leveraging a website’s existing topical authority. Google rewards keyword-specific content with higher rankings. That's why businesses strive to rank a webpage on the topic “water heater repair” or “water heater repair in Houston.” By boosting relevant pages' authority, websites can lower bounce rates, increase conversion rates, and skyrocket traffic from Google Search to that page.

Four Steps to Boost Your Target Page

Step 1: Identify the Right Page(s)

First, you must find the best candidate page(s) for ranking. Begin by searching your website plus the keyword you’re targeting. This query uncovers all the pages that already contain that keyword. The search results will yield pages that present a good match for the keyword. If your website has multiple pages that match, pick one to designate as the target. This strategy — Spotlighting a single page — boosts that page’s authority on the topic. It’s like funneling Google’s attention to the most worthy candidate on your website.

Step 2: Find Related Pages

You already have your target page(s), but Google needs more information. The search engine counts each website as an authority for different topics. For example, a page about “how to repair a Leaking water heater” is part of a broader authority on “water heater repair.” So, the next step is to use the site: Google operator. This function searches all your pages for content that’s related to the topic. It aggregates all the relevant web pages with the keyword. That produces a list of related pages that can link to the target page.

Step 3: Link the Related Pages

Sending internal links from the related pages to the target page is the final step. This strategy directs Google to the page with the highest authority. Instead of making Google find it on their own, you’re showing them the best web page on that topic. This is the key to the trick — and it’s the simplest aspect. Examine the related pages you found. Then link the keyword to the target page. If any on-screen text is sparse, you may use images for the hyperlink.

Practical Guidance: Preparing Keyword Targets

• Choose the right page. The best candidate page is the one that specifically matches your keyword. Don’t try to force a page that’s only loosely related. Stretch the keyword into lexical variants. So if your keyword is “water heater repair in Houston,” also use “Houston water heater repair” or “water heater repair Houston TX.”
• Learn to leverage topical authority. Invest in creating a hierarchy of related topics. If your site is on roofing, start with a pillar page on “roof repair.” Then, create several cluster pages that focus on specific repair types, such as “fixing a leaking shingle.” This lets you rank for many long-tail keywords.
• Audit and adjust. Regularly check the rankings of your target pages. Sometimes, Google finds higher-authority pages that didn't show up initially. If that happens, make them the new target and update internal links. A website's topical authority boosts its rankings for specific keywords. This means the page is a powerhouse, not just tackling one search term but many related to it. In one previous episode of the White Spark Local Update podcast, Sturm shared additional SEO tips.