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Google: Don't Make 'Bite-Sized' Content For LLMs If You Care About Search Rank
An anonymous reader quotes a report from Ars Technica: 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 gen AI bots like Gemini. So you end up with short paragraphs, sometimes with just one or two sentences, and lots of subheads formatted like questions one might ask a chatbot.
According to Google's Danny 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, goes on to illustrate 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.
Read more of this story at Slashdot.
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