Chunk Optimisation, Google’s Index & Core SEO in the Age of AI
Every year, a new concept sweeps through the SEO world and briefly takes center stage. Recently, that concept has been “chunk optimisation.” The idea is simple enough: break your content into neat, digestible sections so that search engines and large language models (LLMs) like ChatGPT can better understand and surface it.
On the surface, it sounds logical. After all, Google has spent years encouraging website owners to structure content clearly. And with the rise of AI tools pulling snippets of information into conversational responses, the temptation is strong to treat every heading and paragraph as a self-contained “chunk” to be engineered.
But here is the problem: while there is value in well-structured content, “chunk optimisation” risks becoming another distraction that makes business owners and marketers chase tactics at the expense of strategy.
This article will explore what chunk optimisation really means, how Google’s index continues to shape AI tools, and why the businesses that keep their focus on core SEO principles will be the ones who win in 2025 and beyond.
What “Chunk Optimisation” Really Means
At its heart, chunk optimisation is about making content easier for algorithms to parse. Instead of long, dense pages, the idea is to break material into modular sections with clear headings, short paragraphs, and standalone explanations. Each “chunk” can then, in theory, be indexed separately and retrieved more effectively by AI or search engines.
There are parallels here with long-standing best practices. Search engines have always performed better with content that is logically divided into subtopics, marked up with headings, and written in plain, scannable language. What is new is the framing: instead of thinking of the page as a whole, SEOs are suggesting we optimise at the chunk level.
The hype stems from how generative AI systems retrieve information. When ChatGPT or similar tools answer a question, they often rely on embeddings – mathematical representations of smaller text passages rather than entire documents. This fuels the narrative that if you can optimise each chunk of your site, your content is more likely to be pulled into an AI’s response.
Yet this framing misses a key point: even when AI uses embeddings, those chunks are still surfaced and weighted based on broader authority signals. A neatly written passage has little value if it sits on a site with weak technical SEO, no topical depth, and limited trust signals. In other words, chunk optimisation may help polish what you already have, but it cannot substitute for the bigger picture.
Google’s Index Still Matters
A misconception gaining traction is that the rise of AI somehow weakens Google’s role in the information ecosystem. That is not the case.
Large language models do not crawl the web live. They are trained on vast datasets, much of which is influenced by Google’s indexed content. In addition, retrieval-augmented systems—such as those used in ChatGPT with browsing enabled—still lean on Google-indexed pages for real-time information.
Think about it this way: Google has spent decades building the most comprehensive, structured index of the web. That index is still the foundation upon which both search and AI draw credibility. Even if you optimise individual chunks, if your content is not well indexed, properly linked, and part of a broader topical authority, it will struggle to surface.
For business owners, this means one thing: do not treat AI and Google search as competing channels. They are intertwined. Your investment in SEO fundamentals is what gives AI systems something credible to pull from in the first place.
Core SEO Principles That Outlast Every Fad
Rather than chasing the latest trend, businesses should recommit to the practices that consistently deliver visibility, trust, and conversions. These principles have endured through countless algorithm updates and will continue to underpin both search and AI relevance.
Fresh, User-Focused Content
Search engines reward content that is updated regularly and clearly aimed at answering user questions. AI systems also prioritise freshness when deciding what information to surface. Outdated or thin content rarely performs well in either environment.
The practical takeaway is to keep your website alive. That could mean regular blog updates, refreshed service pages, or new case studies. What matters is that your site demonstrates relevance in the present, not just authority built in the past.
Easy Navigation
If your website is difficult to navigate, neither users nor algorithms will engage with it effectively. Clean menus, internal linking structures, and logical content hierarchies ensure that every page is accessible and makes sense in the broader context of your site.
This also impacts chunking indirectly. A piece of content, however well structured, gains meaning from its connections to related pages. Internal links provide that context and help both Google and AI understand how the chunk fits into your overall authority.
Original Content Assets
It is tempting to rely on stock images or generic video templates, but originality pays dividends. Search engines value unique assets, and AI systems are more likely to surface references from sites that are clearly differentiated.
Original photographs, product demonstrations, explainer videos, and even custom graphics are investments in authority. They make your content more trustworthy and resilient against AI tools that can easily replicate generic text.
Blogs vs. Main Webpages
A common misunderstanding is that blogs are the only place to publish fresh content. In reality, both blogs and main webpages serve distinct purposes:
- Blogs build topical depth, capture long-tail keywords, and position you as a thought leader. They answer questions, explore trends, and draw in audiences at earlier stages of the funnel.
- Main webpages provide clarity on your core services or products. They are evergreen, conversion-focused, and establish your authority in the market.
The two work together. Blogs bring traffic and awareness, while main pages convert and build trust. Businesses that lean too heavily on one at the expense of the other risk leaving gaps in both visibility and authority.
Practical Recommendations
To cut through the noise, here are grounded actions business owners and marketers can take right now:
- Structure your content for people first. Use clear headings and logical subtopics, but avoid overengineering every paragraph. The goal is clarity, not algorithm gaming.
- Audit your website navigation. Check whether users can easily move from high-level pages to detailed content, and whether important pages are buried too deep.
- Invest in originality. Replace stock photos where possible, capture authentic videos, and highlight customer voices. These assets create authority AI cannot duplicate.
- Balance your content mix. Maintain strong, evergreen service or product pages while also publishing timely, question-driven blogs.
- Focus on consistent quality. A regular publishing cadence beats sporadic attempts to engineer perfect “chunks.”
Each of these practices strengthens your site holistically. They build the foundation upon which both Google’s algorithms and AI systems decide whether your content is worth surfacing.
Some “Whacky” SEO Strategies I Love, That Actually Last
While I spend a lot of time preaching the value of core SEO fundamentals, there are also some unconventional tactics that, when applied thoughtfully, can make a lasting difference.
1. Trolling Reddit and UGC Communities
Reddit threads, Quora questions, and other user-generated content platforms are goldmines of real, unfiltered questions. People reveal their pain points in a way they never would in a polished Google search.
By monitoring threads in relevant subreddits or browsing the questions people ask on Quora, you can surface repeated pain points, learn the vocabulary your customers naturally use, and spot the “content gaps” no one else is filling. Optimising around these insights gives you an advantage that traditional keyword tools can’t always uncover.
Here’s a really fantastic article by Hamp Oldshue of Superprompt deepdiving into Reddit, AI search results, and how to get involved in these UGC communities as an SEO ethically and effectively.
2. Ranch-Style Content
Ranch-style is a content strategy, not a page format. It rejects the old “mega guide” pillar as your main play and instead disaggregates big topics into multiple, focused, standalone pieces that each map to a distinct search intent or stage in the buyer journey. Think perspective-driven articles that answer one angle exceptionally well, then interlink across the set to build topical authority.
Clearscope’s Bernard Huang frames it as the inverse of the Skyscraper technique. Rather than one towering page that tries to cover everything, you spread high-quality content across numerous articles aligned to user intent and the life cycle of the topic. This shift aligns with Google’s move from keyword volume toward intent, experience, and information gain.
Ranch-style is a long-form content strategy. It is not the right primary pattern for SaaS product pages, e-commerce category or product listing pages, or local service pages, where intent is navigational or transactional and users want fast, structured answers.
3. Cognitive Biases in SEO Strategy
This one dives into psychology. Cognitive biases are the mental shortcuts humans use to make decisions. When you align your SEO and content strategy with these biases, you tap into something deeper than keywords.
For example:
- Social proof bias: Visitors are more likely to trust you if they see reviews, case studies, or testimonials right where they’re making decisions.
- Authority bias: When content is written or endorsed by recognised experts, readers perceive it as more credible, even before evaluating the details.
- Availability bias: Fresh, topical examples make your content feel more relevant and trustworthy, because they’re easier for people to recall.
In practice, this means structuring pages to show proof at the right time, backing claims with expert voices, and weaving in examples that reflect what’s happening now in your industry. The goal isn’t to manipulate but to design content in a way that matches how people naturally process information.
If you’d like a deeper dive into how this works, resources like PRAGM’s Understanding Cognitive Bias and Its Effects on SEO and Agile Digital Agency’s guide on ethical bias use in digital marketing are excellent starting points.
Stop Getting Hyped Over SEO Fads
The conversation around chunk optimisation reflects a familiar cycle in SEO. A new concept emerges, gains momentum in online discussions, and suddenly business owners are made to feel that they must act or be left behind.
The truth is simpler. Clear structure and digestible content are useful, but they are not revolutionary. They are refinements of practices that good SEOs have followed for years. What continues to matter most are the fundamentals: fresh, user-focused content, intuitive navigation, original assets, and the right balance between blogs and evergreen webpages.
Google’s index remains central to how information is organised, and AI systems still rely on that foundation. Chasing trends may provide momentary reassurance, but long-term success comes from doubling down on what has always worked.
For business owners and marketers, the message is clear: keep your focus on building a site that is authoritative, accessible, and genuinely valuable to your audience. Do that, and you will not need to worry about whether your content is optimised into the perfect chunk.
