Normally ' and ` are simple characters that, when found in normal text, are passed unchanged to TeX’s stomach where paragraphs are split into lines, boxes are built and pages are formed.
When paragraphs are split into lines, TeX recognizes ligatures, for instance changing fi into a single glyph (but remembering the two original ones in case hyphenation between the two letters is needed).
The same happens with the combinations
`` ''
that are converted into “ and ” respectively. For instance, the input
``word''
is converted, when boxes are formed, into
....\OT1/cmr/m/n/10 \ (ligature ``)
....\OT1/cmr/m/n/10 w
....\kern-0.27779
....\OT1/cmr/m/n/10 o
....\OT1/cmr/m/n/10 r
....\OT1/cmr/m/n/10 d
....\OT1/cmr/m/n/10 " (ligature '')
At the same stage, automatic kerning based on font information takes place. Indeed, the ligatures are programmed into the font and are out of the user’s control.
You could make ` and ' into active characters, so basically the same as macros.
\documentclass{article}
\usepackage[T1]{fontenc}
\makeatletter
\protected\def\myleftquote{\futurelet\next\left@quote@check}
\protected\def\myrightquote{\futurelet\next\right@quote@check}
\begingroup\lccode`~=`` \lowercase{\endgroup
\def\left@quote@check{\ifx\next~<\expandafter\@gobble\else`\fi}
}
\begingroup\lccode`~=`' \lowercase{\endgroup
\def\right@quote@check{\ifx\next~>\expandafter\@gobble\else'\fi}
}
\begingroup\lccode`~=`` \lowercase{\endgroup\let~}\myleftquote
\begingroup\lccode`~=`' \lowercase{\endgroup\let~}\myrightquote
\AtBeginDocument{%
\catcode``=\active
\catcode`'=\active
}
\begin{document}
A ``word'' and more
A `word' and more
\end{document}

However, this is quite fragile. As you see, the code is written in a very indirect way, doing the activation at the very last moment, because ` and ' also have syntactic meaning.
For instance, you won't be able to use \symbol{'123} (an octal number according to TeX syntax) in the document, because ' would be an unexpected token in that context, being active. You also lose the “Spanish” ligatures `? and `! for ¿ and ¡ (this might be arranged for, with more tests).
You should also fix the behavior of ` in verbatim modes.
csquotes? – yo' Mar 08 '16 at 19:52csquotes. – Einar Mar 08 '16 at 20:03\`` with\\enquote{and''with}– yo' Mar 08 '16 at 20:36