Matt, founder of Kenyon Digital, explains that while guaranteeing a #1 Google ranking is impossible, businesses can maximize their chances by building 'winning conditions' on their websites.
He gives three reality checks: ranking #1 for ultra-competitive terms is often infeasible for SMBs; maintaining #1 requires ongoing effort; and targeting #1 for every relevant keyword is unrealistic and wasteful.
Matt outlines his 3-step process: (1) identify business-driving keywords and study SERPs to understand Google's assumed search intent; (2) build the best page for that intent—matching format, covering substance thoroughly, and demonstrating EEAT via original evidence; (3) power up pages by building topical authority with interlinked supporting content and earning natural backlinks.
He emphasizes that EEAT—especially firsthand experience—is now critically weighted, citing GetXcept’s roundup post as an example: real testing, original screenshots, consistent methodology, and named authorship signal accountability and trust.
Topical authority is built not just by publishing great pages, but by creating interconnected content ecosystems—e.g., hydroponic gardening subtopics—that internally link to money pages and attract authoritative backlinks, which then pass link equity upward.
Brief overview
Ranking number one in Google requires creating winning conditions through realistic expectations, intent-matched content, and topical authority built via internal linking and earned backlinks.
Ranking #1 is about probability, not guaranteesMatt says you can't guarantee #1—but you *can* create as many winning conditions as possible to maximize your odds.
Match Google's assumed search intentStudy the SERP to see what format Google rewards—homepage, listicle, video—and build your page to match it while differentiating substance.
EEAT means showing, not tellingReal experience signals—original photos, step-by-step documentation, case studies with specific numbers, and named authors—prove expertise better than claims.
Questions this recording answers
7 questions, each answered where it is said
Can anyone guarantee ranking number one in Google?
No—Matt explicitly states, 'Don't ever trust anyone who tells you they can guarantee ranking number one in Google,' explaining it's 'way beyond our control as marketers' and that even with a decade of SEO experience, he only creates 'as many winning conditions as possible' to maximize the chance of high rankings.
What are the three reality checks about ranking number one in Google?
First, ranking number one for ultra-competitive terms dominated by enterprise businesses for years is likely not feasible for smaller or medium-sized businesses. Second, staying number one requires ongoing effort—content refreshing, authority building, and defending against competitors. Third, ranking number one for every relevant keyword is unrealistic and unnecessary; prioritization is key.
What are examples of business-driving keywords for Warby Parker, DocuSign, and Nix Plumbing?
Warby Parker targets 'buy glasses online', 'affordable prescription glasses', and 'home try-on glasses'. DocuSign targets 'electronic signature software', 'signed documents online', and 'DocuSign alternatives'. Nix Plumbing targets 'plumber near me', 'Houston plumber', 'drain cleaning Houston', 'water heater repair Houston', and 'sewer line repair Houston'.
What does EEAT stand for and why is 'experience' now the most heavily weighted factor?
EEAT stands for experience, expertise, authoritativeness, and trustworthiness—the framework Google uses to evaluate content. According to Matt, 'the extra E, experience, is now the most heavily weighted factor,' signaled by original photos, screenshots, step-by-step documentation from actually doing the thing, case studies with specific numbers, and personal anecdotes.
How does Surfer help build topical authority?
Surfer’s Sites dashboard analyzes a domain connected to Google Search Console, identifies content coverage gaps, and shows exactly where to publish new supporting articles. Each published piece fills in the topical map, signals subject-matter expertise to Google, and creates internal linking opportunities that pass authority to money pages.
Why is building topical authority more important than chasing backlinks first?
Because content that demonstrates deep topical coverage makes backlink outreach far more effective—for example, pitching a newly published, data-driven blog post on 'hydroponic gardening nutrient solutions' is a stronger, value-driven ask than requesting a link to a sales page. Internal links then pass that earned backlink authority up to money pages.
What are the three steps in Matt’s 2026 Google ranking process?
Step one: Identify business-driving keywords and study SERPs to understand Google’s assumed search intent. Step two: Build the best possible page matching format to intent while demonstrating real EEAT—especially firsthand experience. Step three: Power up pages by building topical authority via interlinked supporting content and acquiring natural backlinks that flow authority inward through internal links.
Key Quote
“Don't ever trust anyone who tells you they can guarantee ranking number one in Google.”
— Matt
Key Quote
“What you can do is create as many winning conditions as possible on your website to give you the highest possible chance of ranking highly in Google.”
— Matt
Key Quote
“Google, despite its sophistication, doesn't quite know. So what does it do? It gives the user an all-you-can-click buffet of options and lets them decide.”