Search engine optimization, or SEO, is a big business. While some SEO practices are useful, much of the day-to-day SEO wisdom you see online amounts to superstition. An increasingly popular approach geared toward LLMs called “content chunking” may fall into that category. In the latest installment of Google’s Search Off the Record podcast, John Mueller and Danny Sullivan say that breaking content down into bite-sized chunks for LLMs like Gemini is a bad idea.
You’ve probably seen websites engaging in content chunking and scratched your head, and for good reason—this content isn’t made for you. The idea is that if you split information into smaller paragraphs and sections, it is more likely to be ingested and cited by generative AI bots like Gemini. So you end up with short paragraphs, sometimes with just one or two sentences, and lots of subheds formatted like questions one might ask a chatbot.
According to Sullivan, this is a misconception, and Google doesn’t use such signals to improve ranking. “One of the things I keep seeing over and over in some of the advice and guidance and people are trying to figure out what do we do with the LLMs or whatever, is that turn your content into bite-sized chunks, because LLMs like things that are really bite size, right?” said Sullivan. “So… we don’t want you to do that.”
The conversation, which begins around the podcast’s 18-minute mark, illustrates the folly of jumping on the latest SEO trend. Sullivan notes that he has consulted engineers at Google before making this proclamation. Apparently, the best way to rank on Google continues to be creating content for humans rather than machines. That ensures long-term search exposure, because the behavior of human beings—what they choose to click on—is an important signal for Google.
Signal in the noise
Google only provides general SEO recommendations, leaving the Internet’s SEO experts to cast bones and read tea leaves to gauge how the search algorithm works. This approach has borne fruit in the past, but not every SEO suggestion is a hit.
The tumultuous current state of the Internet, defined by inconsistent traffic and rapidly expanding use of AI, may entice struggling publishers to try more SEO snake oil like content chunking. When traffic is scarce, people will watch for any uptick and attribute that to the changes they have made. When the opposite happens, well, it’s just a bad day.
The new content superstition may appear to work at first, but at best, that’s an artifact of Google’s current quirks—the company isn’t building LLMs to like split-up content. Sullivan admits there may be “edge cases” where content chunking appears to work.
“Great. That’s what’s happening now, but tomorrow the systems may change,” he said. “You’ve made all these things that you did specifically for a ranking system, not for a human being because you were trying to be more successful in the ranking system, not staying focused on the human being. And then the systems improve, probably the way the systems always try to improve, to reward content written for humans. All that stuff that you did to please this LLM system that may or may not have worked, may not carry through for the long term.”
We probably won’t see chunking go away as long as publishers can point to a positive effect. However, Google seems to feel that chopping up content for LLMs is not a viable future for SEO.
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