Google debunks SEO myths with AI-focused findings

Google has officially dismissed a popular SEO strategy aimed at artificial intelligence, urging publishers to prioritize human-centered content over attempts to cater to algorithms. The company’s search experts revealed that "content chunking" - a method of breaking up content into smaller, AI-readable segments - does not improve search rankings and may even backfire as search systems evolve.

The Myth of "Content Chunking"

Content chunking has gained traction among publishers as they attempt to optimize for large language models (LLMs) like Google’s Gemini. The strategy involves dividing articles into short paragraphs and structuring them with subheadings formatted as chatbot-style queries. This approach is designed to make content easily digestible for AI systems. However, Google’s search executives made it clear that this method is misguided.

During a recent episode of the Search Off the Record podcast, Google’s John Mueller and Danny Sullivan addressed the flawed assumptions behind this tactic. Sullivan noted the industry misconception that "LLMs like things that are really bite size." However, he debunked this claim, adding, "We don’t want you to do that."

Human-Centered Content Still Reigns Supreme

Google has remained consistent in its guidance to publishers: focus on creating content for humans, not machines. Sullivan emphasized that Google’s algorithms prioritize content that resonates with real users, as human engagement is a key driver of search rankings.

"When people click on content and engage with it, Google takes notice", Sullivan explained. He cautioned against designing content solely to appeal to language models, as such tactics fail to address what real audiences want. "You’ve made all these things that you did specifically for a ranking system, not for a human being... And then the systems improve... to reward content written for humans."

Short-Term Gains, Long-Term Risks

While chunking may occasionally produce short-term traffic boosts due to quirks in current algorithms, these benefits are fleeting. According to Sullivan, content creators who chase quick wins risk wasting resources on strategies that will not stand the test of time. "Tomorrow’s algorithm update could render today’s optimization tricks worthless", he warned.

Sullivan acknowledged that edge cases might temporarily make chunking appear successful, but these instances do not reflect Google’s deliberate ranking priorities. "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", he noted.

A Broader Lesson for Publishers

The popularity of content chunking reflects a growing sense of urgency among publishers struggling to adapt to AI-driven disruptions in the digital landscape. As traffic patterns shift unpredictably and competition increases, many turn to speculative SEO tactics in search of an edge. However, Sullivan highlighted the risks of confirmation bias, where publishers misattribute traffic changes to their formatting strategies rather than external factors.

Google’s stance underscores a broader principle: sustainable SEO strategies focus on improving the user experience rather than attempting to manipulate algorithms. Content that genuinely serves readers is more likely to achieve long-term success in search rankings.

Moving Forward

Despite Google’s warnings, content chunking may persist among publishers who believe they’ve achieved positive results. However, Google’s engineers are continually improving their systems to understand natural human communication, making fragmented, AI-optimized content increasingly irrelevant.

For publishers, the takeaway is clear. Instead of chasing algorithmic trends, invest in creating high-quality, human-focused content that addresses the real needs of audiences. As Sullivan put it, "Google’s systems grow more sophisticated at detecting and rewarding authentic human-focused content."

In a fast-changing digital landscape, the path to sustainable success lies in prioritizing humans over machines. As the SEO industry evolves, publishers who embrace this philosophy may find themselves better positioned for the future.