Google Search Liaison Danny Sullivan has confirmed what many suspected: breaking articles into ultra-short paragraphs and micro-sections offers no ranking advantage. The practice, known as “content chunking,” gained traction among creators hoping to appeal to large language models like Gemini. Sullivan’s recent statements make it clear that Google never requested this format and doesn’t reward it.
The Rise and Fall of Content Chunking
The tactic emerged after generative AI engines began summarizing web pages. Writers started breaking prose into one-sentence paragraphs, adding sub-headers after every few lines, and stuffing FAQ schema throughout their content. The theory claimed that LLMs preferred easily parseable nuggets, leading to the literary equivalent of tapas.
Sullivan’s recent Reddit AMA delivered a straightforward message: “We don’t want you to do that.” He reinforced this on Twitter, explaining that Google’s engineers unanimously agree that chunking content for LLMs is counterproductive and can harm user experience by diluting substantive information.
Despite these clarifications, the practice spread through Facebook groups and YouTube channels focused on quick SEO wins. Some publishers reported temporary visibility increases after fragmenting their posts, which only intensified the trend. Sullivan warns that any such gains are fleeting, as Google’s ranking systems update weekly and quickly close loopholes.
Google’s Real Recipe: People-First Content
According to Sullivan, the fundamental approach remains unchanged: create comprehensive, expert, trustworthy content that satisfies human readers. Google’s algorithms, whether for traditional search or AI Overviews, reward depth, nuance, and genuine utility. A well-researched 2,000-word explainer with data and context typically outperforms a fragmented FAQ page.
John Mueller echoed this during last week’s Search Off the Record podcast, noting that helpful content systems can identify when pages prioritize SEO gimmicks over reader value. Pages that front-load keywords, hide substance in expandable sections, or repeat questions excessively to trigger rich snippets may face demotions.
Publishers maintaining separate versions of content—one for humans and one chopped up for LLMs—can abandon the extra work. Google wants one canonical version of each story. Focus on clarity without destroying narrative flow to appease AI systems that can process long-form prose when it’s well-written.
Traffic Tremors: When AI Affects Page Views
The real concern extends beyond formatting to traffic loss. Tailwind CSS recently reduced its documentation team by 75% after AI-generated answers diverted 40% of their documentation traffic. Users now receive code snippets directly from Google’s AI Overview without visiting the source documentation.
Sullivan acknowledges this disruption but emphasizes that fragmenting content further isn’t the solution. Instead, he recommends adding value layers that resist atomization: interactive demos, downloadable templates, expert commentary, or community discussions. When your page becomes the definitive resource users bookmark, AI summaries serve as advertisements for your deeper content rather than replacements.
Google is testing personalized AI Overviews, showing different response lengths for the same query based on user behavior. This makes chasing a specific “chunk size” pointless when the target keeps changing. Focus on building authority to earn citation links within AI summaries, as these attributed sources can outperform traditional position-one rankings in click-equivalent value.
The Human-First Mandate: Google’s Actual Requirements
Google’s algorithm now prioritizes reader satisfaction signals over formatting choices. Sullivan’s team emphasizes human-first guidance that has been available since 2022: write the article you wish existed when you typed the query. Whether that requires a three-sentence paragraph or a 400-word deep-dive, Google wants content that demonstrates expertise and satisfies user intent.
For SEO opportunists, this marks the end of algorithmic manipulation tactics. Success now depends on whether readers stop scrolling because they’ve found complete answers. Metrics like bounce rate back to search results and dwell time will penalize pages that read like they were written by appliances. Gaming word counts or farming FAQ schema for SERP real estate is becoming obsolete.
The Collateral Damage: Real Brands, Real Layoffs
While content creators focused on paragraph length, documentation teams faced severe consequences. Tailwind CSS’s reduction of 75% of its engineering staff after losing 40% of documentation traffic demonstrates the stakes. When Google’s AI Overviews answer “How do I center a div?” directly, visitors no longer need to click through to documentation.
Shallow, bite-sized help articles are the first to be fully consumed within AI summaries. Pages that provide context, troubleshooting tips, and real-world examples still earn clicks because current generative models cannot replicate lived experience.
| Content Strategy | Traffic Trend Post-AI | Sustainability |
|---|---|---|
| Micro-chunked FAQs | –35 % to –60 % | Low |
| Narrative tutorials with code | –5 % to +15 % | High |
| Video + transcript hybrids | +10 % to +25 % | High |
The lesson is clear: if your content can be fully consumed in an AI snippet, your job security depends on algorithm updates. Invest in depth, original analysis, and multimedia, or risk becoming obsolete.
How to Win the New Game: Depth, Data, and Distinctive Voice
Success requires leading with unique stories that demonstrate first-hand expertise. Google’s helpful content system now boosts pages showing personal experience. When reviewing products, include specific sensory details or usage scenarios that algorithms cannot fabricate.
Layer data from multiple sources. Reference official tests, then add your own measurements. This hybrid evidence keeps readers engaged and signals to Google that your page offers unique value beyond Wikipedia.
Update content continuously. Sullivan indicated Google will increasingly reward pages that evolve with conversations. Add changelogs, date-stamp updates, and publicly correct outdated information. Deleting half an article to protect reader trust demonstrates authority more effectively than defending outdated claims.
Stop writing for scrapers and start writing for skeptics. Depth beats brevity, personality trumps paragraph structure, and tomorrow’s algorithm already measures audience engagement. Serve human readers first, and Google will keep your URL readily accessible.
