Google representatives advised against creating "bite-sized" content specifically for large language models (LLMs) like Gemini, stating that this practice does not improve search engine ranking. During a recent episode of Google's Search Off the Record podcast, John Mueller and Danny Sullivan addressed the growing trend of "content chunking," where websites break down information into smaller paragraphs and sections with numerous subheadings, often formatted as questions. The intention behind this practice is to make the content more easily digestible and citable by generative AI bots.

Sullivan clarified that Google's search algorithms do not utilize these signals to enhance a website's ranking. "This is a misconception," Sullivan stated, addressing the belief that content chunking improves visibility in search results. The practice often results in short paragraphs, sometimes consisting of only one or two sentences, which are not primarily designed for human readers.

Search engine optimization (SEO) is a significant aspect of online business, with companies investing considerable resources in strategies to improve their website's visibility in search engine results. While some SEO practices are effective, many are based on speculation and unproven theories. Content chunking, as a strategy geared towards LLMs, appears to fall into this category.

The advice from Google comes as the use of LLMs continues to grow, influencing how content is created and consumed online. Generative AI models like Gemini are increasingly used to summarize information, answer questions, and even generate new content. This has led some website owners to tailor their content specifically for these AI systems, hoping to increase their chances of being cited or referenced.

Google's stance suggests that focusing on creating high-quality, comprehensive content for human readers remains the most effective strategy for achieving high search engine rankings. The company continues to refine its search algorithms to prioritize content that is informative, well-written, and relevant to user queries. The long-term implications of AI on SEO strategies are still evolving, but Google's current guidance emphasizes the importance of prioritizing user experience over algorithmic manipulation.