Google's search results today aren't produced by a single algorithm but by many AI-based ranking systems working together. These systems focus on understanding the intent behind a search, assessing whether content is genuinely helpful and filtering out spam. On top of this, with AI Overviews and AI Mode, Google has started answering some questions directly. The way to stand out isn't to "trick" the algorithm but to strengthen the signals these systems reward: content that fully answers search intent, demonstrable expertise, a solid technical foundation and a trustworthy brand.
In this article we explain Google's AI-based ranking systems, how core updates work and what to do after a ranking change. We cover how to use AI tools in SEO work in our guide to AI for SEO.
Google's AI-based ranking systems
Google shares some of the systems it uses in ranking publicly. From an AI perspective, the key ones are:
System | When? | What it does |
|---|---|---|
RankBrain | 2015 | Understands how words relate to concepts, finding relevant results even for searches whose exact words don't appear on the page. |
BERT | 2019 | Interprets the meaning of words relative to each other in a sentence; improves accuracy especially for long, natural-language searches. |
MUM | 2021 | A model that can assess information across different languages and formats together; Google uses it for specific features. |
Helpful content assessment | Launched as a separate system in 2022, folded into the core system in March 2024 | Favours content written for people that offers first-hand experience and expertise; deprioritises content produced only for search traffic. |
SpamBrain | From 2018 | An AI-based system that detects spam content and manipulative link networks. |
What these systems have in common is that they assess a page by meaning and the value it gives users rather than by keyword matching. Repeating a keyword many times on a page no longer gives you an advantage.
What are core updates?
Several times a year, Google makes broad changes to its ranking systems and announces them as core updates. Updates usually take a few weeks to complete, and rankings fluctuate during that time.
What to know about core updates:
They don't target specific sites; they change how Google assesses content in general.
A ranking drop doesn't always mean something is wrong with your site; other sites may have been judged more helpful than yours.
Recovery is usually seen with the next update. The effect of changes you make may not show up immediately.
Google's Search Status Dashboard publishes the start and end dates of updates.
Spam updates are different: they target sites that violate specific spam policies. The scaled content abuse and site reputation abuse policies introduced in 2024 are examples.
What have AI Overviews and AI Mode changed?
Google rolled out AI Overviews widely in the US in May 2024 and then expanded them to many countries and languages. In 2025 it launched AI Mode, which gives deeper, conversational answers.
What this change means for site owners:
Clicks may drop for informational searches. For simple definitions and short factual questions, users can get the answer from the overview.
Being cited as a source in overviews is a new visibility channel. AI Overviews link to the pages they draw on to build the answer.
Commercial and transactional searches still send people to sites. For product comparisons, purchases and service searches, users usually still click through.
We explain how to become visible in AI-powered search engines in detail in our guide to GEO.
What should you do to stand out in these systems?
1. Fully answer search intent
The page needs to give a clear answer to the user's question in the first paragraphs. Then cover the user's next question too, with subheadings, examples and tables that go deeper into the topic.
2. Show first-hand experience
Google's helpful content assessment favours content with real experience over content that summarises other sources. Your own data, customer examples, test results and team expertise make your content stand out.
3. Make the author and organisation visible
In every piece of content, clearly show who the author is, their expertise and the organisation behind the site. Marking up author and organisation information with structured data helps this signal reach search engines too.
4. Keep your technical foundation solid
A fast, mobile-friendly, crawlable and properly structured site is a prerequisite for your content to be assessed. Track the page indexing and Core Web Vitals reports in Search Console regularly.
5. Keep content up to date
Pages with outdated information lose trust over time. Review content that includes prices, dates, statistics and platform details at regular intervals, and genuinely update it.
What should you do if your rankings drop?
Check the dates. See whether the drop coincides with a core or spam update.
Identify which pages were affected. Compare pages before and after the update in Search Console's performance report. Our Search Console setup guide helps with this.
Rule out technical problems. Indexing errors, incorrect redirects or speed issues could be the real cause of the drop.
Look at competing pages. See what the pages that moved above you do better: more up-to-date information, a clearer answer, more expertise.
Avoid quick fixes. After a ranking drop, focus on increasing the real value of your content rather than making superficial edits.
Frequently asked questions
Does Google penalise content written with AI?
Content being produced with AI isn't a reason for a penalty in itself. Google looks at whether content is helpful rather than how it was produced. But producing large numbers of low-value pages to manipulate rankings violates its spam policies.
How often does Google update its algorithm?
Google makes thousands of small changes to its ranking systems every year. Broad core updates are usually announced several times a year.
Will AI Overviews reduce my site's traffic?
Clicks may drop for informational searches. But commercial searches and being cited as a source in overviews also create new visibility opportunities. Sites whose traffic relies only on informational content are affected more.
Let's review your SEO strategy together
As Google's systems change, the sites that stand out are those that genuinely help users and present that help in a technically sound way. If you'd like to review your site's SEO and GEO together, get in touch through our SEO and GEO consulting page.
