How SEO Works (and How Google & AI Decide What Ranks)

Now that you know what is SEO, the next question is: how does SEO actually work?
And how do Google’s AI systems and tools like ChatGPT decide whose content gets ranked, retrieved, and mentioned in AI-generated answers?

Let’s break it down.

The 4-Step Process Behind How SEO Works

To understand how SEO works, it helps to know that SEO allows Google and AI tools to read, understand, and organize your content.

Here’s the four-step process search engines and AI models use to retrieve and rank information:

1. Crawling

Google’s been crawling the web for decades. It uses automated bots—often called “spiders” or “crawlers”—to find new or updated pages across the internet.

Think of these bots like detectives: they scour websites looking for new clues, updates, or hidden gems. Crawling is the very first step—because before Google or AI can show your content, they first have to find it.

2. Indexing

Once Google finds your content, it decides whether to store it in its index—a massive database of web pages.

The internet contains billions of pages, but not everything gets indexed. Google only indexes content that meets its quality and relevance standards.

So, if your page is poorly written, duplicated, or lacks clear value, Google may skip it.
Good SEO increases your chances of being indexed by showing that your content is valuable, structured, and trustworthy.

3. Ranking

After indexing, Google and AI systems determine how to rank your content among millions of others.

They use hundreds of ranking factors—like content quality, authority, and relevance—to decide which page best answers the searcher’s intent.

Over the years, Google has refined this through algorithm updates that reward useful, credible content—and penalize spammy or misleading sites.

4. Understanding (and Summarizing) the Content

This is where AI really steps in.

AI models interpret and summarize ranked content to provide direct answers—especially in Google’s AI Overviews or tools like ChatGPT.

Instead of sending users to a website, AI often pulls the answer from your content and presents it directly to the user.
If your content is structured and optimized well, it may even get cited as a source in the AI’s response.

The SEO Funnel: From Crawling to Citation

You can think of this process like a funnel:

• Top: Crawling – finding your page
• Next: Indexing – adding it to the database
• Then: Ranking – deciding how valuable it is
• Bottom: Understanding – AI uses it to generate answers

Your goal is to make sure your content moves smoothly through all four stages—and lands at the bottom of that funnel as a trusted, retrievable source.

The Key SEO & AI Ranking Signals

Now that you understand the process, let’s talk about the signals Google and AI tools use to evaluate your content.

1. Content Quality

High-quality content means:

• No keyword stuffing
• Natural, conversational writing
• Thorough answers to the main question and related sub-questions

AI models look for depth and clarity—not just repetition of keywords.

2. Keyword Intent Matching

Not all searches are the same. Every keyword carries intent, and matching your content to that intent is critical.

Here are the main types of user intent:

• Informational: Looking for knowledge (e.g., “how does SEO work?”)
• Commercial: Researching brands or solutions (e.g., “best orthodontists in Utah”)
• Transactional: Ready to buy (e.g., “book an orthodontist appointment in Utah”)

If someone searches “best orthodontist in Utah”, they’re likely in the commercial stage. Writing a purely transactional post about your pricing would miss their intent.
Instead, you’d want a comparison-style post or list that helps them evaluate their options.

3. E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Google evaluates whether your content and brand demonstrate E-E-A-T, which stands for:

• Experience: Do you have first-hand knowledge of the topic?
• Expertise: Is the author credible and skilled in the subject?
• Authoritativeness: Do other reputable sites link to or mention you?
• Trustworthiness: Is your site secure and accurate?

These signals help Google and AI ensure users get reliable, well-vetted answers.

4. UX (User Experience)

User experience is another major factor in both SEO and AI search visibility.

Ask yourself:

• Is your website fast?
• Is it mobile-friendly?
• Does it use HTTPS for security?
• Is the design easy to navigate?

Poor UX sends negative signals to Google—and reduces your chances of being included in AI search results.

5. Backlinks and Mentions

Outside of your own website, backlinks and brand mentions play a huge role in building credibility.

When other websites link to your content or mention your brand, it tells Google (and AI) that you’re a trusted authority.
This off-page SEO is becoming even more important in the age of AI search.

SEO in the Age of AI: Focus on Consistency and Credibility

AI search is evolving constantly. Instead of chasing every update, focus on these fundamentals:

• Create useful, trustworthy, and well-structured content.
• Ensure your brand citations across the web are consistent.
• Keep your messaging aligned with your services and expertise.

This approach is what modern SEO—or Search Everywhere Optimization—is all about.
When your brand is visible and consistent across platforms, AI tools are far more likely to recognize and recommend you.

The Takeaway

SEO isn’t just about ranking anymore—it’s about being recognized everywhere that search happens, including AI tools.

In the next post, we’ll dive into why SEO still matters and why it remains one of the best long-term marketing investments for your business.