Posted on: January 10, 2026
Written by: Mick Sherry
TL;DR: Google does not want you rewriting content into bite-sized chunks just to please LLMs.
Short-term “AI hacks” may appear to work, but they don’t hold long-term value.
Content written clearly for humans is still what Google says their systems are designed to reward according to Google’s Danny Sullivan.
Google’s Warning: Don’t Rewrite Content for LLMs
Google has issued a clear message to marketers experimenting with “AI-first” content tactics: don’t redesign your content into bite-sized chunks just to rank in LLMs.
On the Search Off the Record podcast (see embed below), Google’s Danny Sullivan said this approach is not what Google wants creators to do.
Apparently this isn’t the direction Google Search is heading and the advice still applies whether you call it SEO, AEO, GEO, or anything else.
Why Bite-Sized Content Is the Wrong Focus
Sullivan explained that Google does not want publishers crafting content specifically for ranking systems or large language models.
The idea that “LLMs like bite-sized chunks” has led some marketers to strip pages down into fragmented, overly simplified sections
Sometimes website owners and SEO’s are even creating separate versions of content for humans and AI.
Google’s position is clear: don’t do that.
Search has never been about optimising for a single metric or a single system, and that hasn’t changed just because AI is involved.
Short-Term Gains Don’t Equal Long-Term Strategy
Sullivan acknowledged what many marketers are thinking: “But it works.”
In some edge cases, these tactics might show a small short-term advantage. But Google’s systems evolve continuously, and when they do, they tend to reward content written for humans – not content engineered for loopholes.
If your entire strategy is built around pleasing a specific LLM behaviour today, you risk losing that advantage tomorrow.
The Real Cost of Chasing AI Hacks
One of the most important points raised was about the actual cost logistics involved with trying to do this.
Reworking content purely for AI systems can:
- Divert time away from meaningful improvements;
- Create unnecessary complexity for content teams;
- Force businesses to maintain multiple content versions;
- Optimise for systems instead of customers.
The question Sullivan posed was simple: was that the best use of your time and energy?
What Google Actually Wants You to Do
Instead of chasing LLM-specific tactics, Google’s advice remains consistent with long-standing SEO principles:
- Write content for real people;
- Answer questions clearly and completely;
- Structure content for understanding, not just for SERP manipulation;
- Focus on usefulness over formatting tricks.
When ranking systems gradually improve, content that genuinely serves users is what tends to endure and get surfaced.
This Isn’t New Advice
While the discussion is framed around LLMs, AEO, or GEO, the guidance itself isn’t new.
It’s the same principle SEO has always relied on:
Optimise for humans first and everything else follows.
Trying to outsmart algorithms with narrowly targeted tactics rarely holds up over time.
It Sounds More Like A Warning
Google is not asking publishers to rewrite content for AI systems. It’s warning against it.
If a tactic only works because a system hasn’t caught up yet, it’s unlikely to be a durable strategy.
Creating clear, human-focused content that is within your website’s topical authority remains the safest and most effective approach.
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