Google's AI Search Results Draw Criticism for Hiding Expert Content

Google's recommendations about content structuring for AI search have sparked debate among SEO professionals, while critics point to more fundamental issues with the search giant's AI-powered results that may be limiting visibility for subject matter experts.

The quality of Google's AI search results is under scrutiny as the company transitions to what it once described as "the next generation of search," which aims to understand the world more like humans do rather than just matching keywords.

The chunking debate versus the real issue

Google's Search Liaison Danny Sullivan and Search Advocate John Mueller recently addressed SEO professionals' concerns on their "Search Off The Record" podcast, specifically debunking advice about "chunking" content for AI optimization.

Sullivan stated clearly: "We don't want you to do that," referring to the practice of breaking content into bite-sized pieces specifically for LLMs (Large Language Models). He explained that Google engineers confirmed this approach isn't necessary, as their systems are designed to access content the way human readers do.

"We don't want people to have to be crafting anything for Search specifically. That's never been where we've been at and we still continue to be that way," Sullivan said.

However, Roger Montti, the author of the original article, argues that this conversation misses a more pressing concern: the declining visibility of expert content in Google's AI-powered search experience.

How Google's AI search may be hiding quality content

According to Montti's analysis, Google's AI search interface is frequently surfacing lower-quality content while relegating expert publications to the "More" tab under "News." This design choice effectively hides authoritative sources from users.

Montti provided an example search about styling a sweatshirt, where Google's AI highlighted:

1. An abandoned Medium blog from 2018 with only two posts and broken images
2. An article published on LinkedIn, a business networking site not known for style expertise
3. Content about sweatshirts from a sneaker retailer's website

Meanwhile, publications with genuine expertise like GQ and The New York Times were hidden from the default view, requiring users to click through multiple navigation options to find them.

"Subject Matter Expertise is Missing," Montti wrote. "Google is intentionally hiding expert publications in the search results."

This situation mirrors the challenges many businesses face when their websites don't appear prominently in Google search results, despite having valuable expertise to offer.

The evolution of search and its impact on publishers

The shift in Google's approach represents a fundamental change in how search works. Instead of matching one keyword to one result, Google's AI now provides long-form answers that address multiple aspects of a user's query – what Montti calls "query fan-out."

This change affects how users discover information and potentially reduces referral traffic to expert websites. Sullivan acknowledged that systems evolve but encouraged SEOs to focus on "foundational goals" rather than specific tactics to please algorithms.

"Over time, these very little specific things are not the things that carry you through," Sullivan noted, suggesting that content creators should maintain their focus on creating quality content for humans.

The current transformation represents one of the most significant shifts in how SEO continues to evolve in response to technological changes, requiring professionals to adapt their strategies accordingly.

Potential risks for information accuracy

Beyond traffic implications, Google's AI search approach raises significant concerns about information accuracy. When expert content is deprioritized in favor of more accessible but less authoritative sources, users may receive incomplete or inaccurate information. This presents one of the notable risks and challenges of artificial intelligence in business contexts, especially for industries where precision matters.

According to a recent Stanford University study on AI-generated search results, AI systems often prioritize "accessibility" over accuracy, potentially amplifying misinformation. This further validates Montti's concerns about expert content being hidden from view.

Impact on user trust

When users receive lower-quality information repeatedly, trust in search engines could erode over time. This represents a significant challenge for Google, whose brand has been built on delivering relevant and trustworthy results.

The call for a search reset

Montti's critique extends beyond technical SEO considerations to the overall quality of discovery on Google Search. He described the current state as "garbage on garbage, on garbage, on top of more garbage" and suggested that Google needs a fundamental reset.

"When was the last time you discovered a cool site that you wanted to tell someone about?" Montti asked, highlighting how the joy of discovery has diminished in Google's current approach.

He proposed returning the original search functionality to prominence while moving "the hand-wavy Gemini stuff under the More tab somewhere."

How this affects your search strategy

For website owners and content creators, this situation presents several challenges:

• Creating content for humans remains the priority, despite changes in how search engines process information
• Expert content may need additional promotion through channels beyond organic search
• Understanding that Google's AI features may reduce direct website referrals even for high-quality content
• Monitoring how your specific industry topics are being represented in AI search results

Practical strategies for adaptation

Content creators should consider implementing these approaches to maintain visibility:

• Develop comprehensive content that thoroughly addresses user questions, making it more likely to be referenced by AI systems
• Establish strong E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness) through author bios, credentials, and citations
• Diversify traffic sources beyond Google Search to reduce dependency on a single platform
• Engage with industry publications to increase brand authority and citation opportunities

The debate around Google's AI search will likely continue as both the search giant and content creators navigate this significant evolution in how information is discovered and presented online.