Google has advised publishers not to break their content into small, bite-sized pieces just to please AI search tools. The warning came from Danny Sullivan, Google’s former Search Liaison, during a recent episode of the Search Off the Record podcast.
As AI search and large language models grow, many creators believe short, fragmented content works better. Google disagrees. The company says this approach is not a long-term SEO strategy and could fail as ranking systems improve.
AI SEO Strategy: Google Says Write for Humans, Not for LLMs
Danny Sullivan said Google does not want creators to change how they write just to target AI systems. He confirmed that he discussed this issue with Google engineers. They all shared the same view.
Key points from Google’s guidance:
- Do not break content into small chunks just for AI
- Do not create separate versions for humans and AI
- Do not write content only to match LLM behavior
- Focus on clear, complete content for real users
Sullivan said Google never wanted creators to “craft content for Search.” That principle has not changed. Google wants helpful, natural content that answers user needs.
He added that chunked content may show short-term gains. Some sites might see better visibility in AI results today. But this advantage will not last.
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Why Chunked Content May Fail in the Long Run
Google says its systems keep improving. Over time, they move toward rewarding content written for people, not machines. Content designed only for AI may lose rankings later.
Sullivan explained the risk clearly. When systems evolve, they may ignore or demote content made just to satisfy LLM patterns.
What publishers should do instead:
- Write complete and useful articles
- Focus on clarity, depth, and trust
- Build an audience beyond search traffic
- Avoid chasing short-term SEO tricks
SEO trends change often. What works today may not work tomorrow. Google’s advice is simple. Create content users want to read and trust.
AI search is growing fast. But Google says human-first content remains the safest path.
In short, publishers should not chase AI shortcuts. They should write for people. Google believes that approach will win in the long run.
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