Google has advised publishers not to break their content into small, bite-sized pieces just to please its AI search tools. The warning came from Danny Sullivan, Google’s former search liaison, during a recent episode of Search confidentially Podcast.
As AI search and large language models increase, many creators believe that short, fragmented content works better. Google disagrees. The company says this approach is not a long-term SEO strategy and may fail as ranking systems improve.
AI SEO Strategy: Google Says Writing for People, Not LLMs
Danny Sullivan said Google doesn’t want YouTubers to change their spelling just to target AI systems. He confirmed that he had discussed this issue with Google engineers. They all shared the same view.
Key points from Google’s instructions:
- Don’t break content into small pieces just for AI
- Don’t create separate versions for humans and AI
- Don’t just write content to fit LLM behavior
- Focus on clear, complete content for real users
Sullivan said Google never wanted YouTubers to “create content for search.” Nothing has changed in this principle. Google wants helpful, natural content that addresses user needs.
He added that fragmented content could bring short-term benefits. Some sites may see better visibility of AI results today. But this advantage will not last.
Also read about: Stewart “SEO Jesus” talks about AI, rankings and intelligent SEO
Why chunked content can fail in the long run
Google says its systems are constantly improving. Over time, they evolve into rewarding content written for people, not machines. Content developed solely for AI may later lose rankings.
Sullivan clearly explained the risk. As systems evolve, they may ignore or degrade content created solely to fulfill 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 that users want to read and trust.
AI search is growing rapidly. But Google says human-centered content is still the safest route.
In short, publishers should not resort to AI shortcuts. You should write for people. Google believes this approach will be successful in the long run.
More news to read:
