Google Advises SEOs Against Content Chunking

Google Search team members Danny Sullivan and John Mueller, on the Search Off The Record podcast, advised SEOs and publishers against 'chunking' content and urged creators to write long-form answers for humans rather than produce LLM-specific versions. The article criticizes Google's guidance for avoiding discussion of query fan-out, declining referral traffic, and the surfacing of low-quality or hidden expert sources in AI-driven search results.