Let us take scenario where for a particular search term (parental in our case) we want to show a particular document as the top link to the user in the results.
For this we need to configure Query Rules in SharePoint 2013.
Go to Site Settings à Query Rules
Here we have selected “Local SharePoint Results” for the context on which the Query Rule will run.
Next click New Query Rule to create a new query rule
Give name to the rule and specify the condition
For e.g. if the query matches either parental or parental leave then show promoted results.
Click on Add Promoted Results to configure the promoted result.
Here in the Add Promote Result box we have specified the Title for the promoted result and also the URL of the word document that should show up in the search result
Save it and search with the term parental
Hope it helps.