Google's Latest Warning on Content Chunking for LLMs
The latest installment of Google’s Search Off the Record podcast has sent shockwaves through the SEO community, with John Mueller and Danny Sullivan cautioning against creating content specifically designed to please AI algorithms like Gemini.
When it comes to search engine optimization (SEO), it's tempting to jump on the latest trend and hope for a quick fix. However, Google's advice is that focusing too much on what machines like LLMs prefer can lead to short-term gains but ultimately harm your website's long-term exposure.
According to Danny Sullivan, Google doesn't use signals like content chunking to improve search rankings. Instead, the company relies on human behavior as a key indicator of relevance and quality. In essence, creating content that resonates with humans is still the best way to rank high on Google.
However, some SEO experts have taken to breaking down their content into smaller, bite-sized chunks, hoping to appease LLMs like Gemini. While this approach may seem logical, it's actually a misconception, according to Sullivan. The key takeaway here is that the primary focus should always be on creating content for humans, not machines.
While it's true that some publishers have seen an uptick in traffic by using content chunking, this can be attributed to Google's current quirks rather than any inherent value of the approach. Moreover, as systems continue to evolve and improve, the benefits of chunked content may fade away, leaving behind only a trail of temporary successes.
Google seems to believe that its best-laid plans for LLMs will always outpace these attempts at manipulating the algorithm through clever SEO tactics. For now, it's clear that focusing on what humans want – not machines – is the way forward.
The latest installment of Google’s Search Off the Record podcast has sent shockwaves through the SEO community, with John Mueller and Danny Sullivan cautioning against creating content specifically designed to please AI algorithms like Gemini.
When it comes to search engine optimization (SEO), it's tempting to jump on the latest trend and hope for a quick fix. However, Google's advice is that focusing too much on what machines like LLMs prefer can lead to short-term gains but ultimately harm your website's long-term exposure.
According to Danny Sullivan, Google doesn't use signals like content chunking to improve search rankings. Instead, the company relies on human behavior as a key indicator of relevance and quality. In essence, creating content that resonates with humans is still the best way to rank high on Google.
However, some SEO experts have taken to breaking down their content into smaller, bite-sized chunks, hoping to appease LLMs like Gemini. While this approach may seem logical, it's actually a misconception, according to Sullivan. The key takeaway here is that the primary focus should always be on creating content for humans, not machines.
While it's true that some publishers have seen an uptick in traffic by using content chunking, this can be attributed to Google's current quirks rather than any inherent value of the approach. Moreover, as systems continue to evolve and improve, the benefits of chunked content may fade away, leaving behind only a trail of temporary successes.
Google seems to believe that its best-laid plans for LLMs will always outpace these attempts at manipulating the algorithm through clever SEO tactics. For now, it's clear that focusing on what humans want – not machines – is the way forward.
... like they're saying don't optimize for ai, but who doesn't wanna be seen by more people? 
but seriously, focus on creating content that's actually good and people will naturally find it. all these algorithms are gonna change and what works today won't work tomorrow. and honestly, shouldn't we just trust that google knows what's best anyway? 
... I mean, I get it, Google's all like "create for humans, not machines" and it makes sense, but some people are still trying to game the system 
. It's like, yeah, maybe using shorter paragraphs or whatever will get you a temporary boost in traffic, but what about when the algorithm changes again? 
Is your content even relevant anymore? I think Google's right, we should be focusing on creating stuff that resonates with people, not just trying to trick AI into thinking it's good 
. But at the same time, I do love how transparent they're being about this – it's like, "hey, we've got a plan for LLMs" 
... let's hope it works 
.
. But let's be real, folks, when have algorithms ever been 100% reliable? 
. At the same time, I do think there's value in understanding how these algorithms work (I've seen some weird stuff on Reddit 
). Maybe instead of just focusing on chunking, we could explore ways to make our content more engaging for humans... like, have we considered user experience and social signals? 
That's what's really driving traffic and engagement right now, if you ask me.
... think about it, they're basically saying don't waste your time trying to make AI love your content, just create something good for humans and the rest will follow 
What if Google's LLM plans are just a smokescreen for their own agenda? 
... I mean, who needs all that extra effort when you can just create something real and relatable? The thought of publishers trying to game the system with AI-pleasing content is just so... basic 
. And let's be real, those short-term gains are just a bunch of hype - what about the long-term damage we're gonna do to our websites and our audiences?
Like, they'll rank some article way higher than a good ol' fashioned well-written blog post just because it's got the right buzzwords in the right places. No thanks! Give me a quality article that resonates with real people any day.
. It's not about creating something valuable or worthwhile - it's about getting a quick fix and hoping no one notices. Well, I'm here to tell you that's just not how it works. We need to focus on what really matters: making great content for real people, not just some fancy algorithm 
... Google is onto this and will always prioritize human behavior over algorithmic tricks. Let's get back to what really matters: creating content that resonates with people! 