Google MUM Update: New AI SEO Technology To Explore in 2021

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Google has rolled out MUM, its latest AI technology that lets search engines better understand content and user search intent. It says that MUM is more powerful than its predecessor BERT, and will help Google better understand not only written text but videos, images, and podcasts also in 75 different languages. Google MUM update is going to be more beneficial for the local marketers.

What is Multitask Unified Model (MUM)

Google MUM update is launched for answering more complex search queries. It will help for complex search and provide an appropriate search result. As an example of queries:

“I want to travel to Dubai what suit I should wear?”

As a result, it will check as per category

Weather of Dubai
Route map of Dubai
Travel guide of Dubai
Hotel of Dubai
Food of Dubai
Economic condition Dubai
Science of Dubai
Healthcare condition of Dubai
Rules and regulation of Dubai

Here all these types of criteria check for complex search just because fetch the appropriate result. It helps the user to find out all the details of the place as well as the nature of the place which helps you to find out easily what is necessary for the place like food, dress and all that. We are using “Google search” and find all the details as per search, like if we provide a query “I want to travel Dubai what suit I should wear?” then google the first searches the result.

How MUM Works

In accordance with Google, MUM can unfasten information in documents format like HTML, PDF, TXT, etc as well as image, video, and audio content, contextualizing and linking content in a way that goes beyond the “artificial” level of language. For future searches, this means that the priority will be to provide information that (MUM) is the best fit for the search query, rather than merely scanning documents on the subject matter. In this respect, MUM is also creating the basis for translating information from other languages and making it accessible in the user’s language.

Basically, MUM can work in 75 languages, and it understands and generates language as we saw with OPEN AI GPT-3. Hence, the breakthrough comes with understanding different mediums of digital content. Yearly, the limitations to succeeding on Google have been primarily limited to the text on your website.

Above all, preparing for AI-driven algorithmic rankings SEO, and we already saw advancements in 2018 with the advent of E-A-T (expertise, authoritativeness, and trustworthiness). SEOs are stunned by the results of producing content with a high E-A-T score; even discontinued most backlink buildings. Content is the biggest differentiator in your niche, and now that applies to every medium of content Google can index.

Mum will process images, text, and videos as well. Since MUM is a “multi-modal,” Google can start combining text, images, and videos in Search Result pages. Just imagine getting a curated list of search results like a Pinterest board? Elaborate pieces of information coming together to answer complex questions and situations. SEOs will closely watch MUM as they could anticipate this updating launching in installments over the next several months.

Key Features of Google MUM

Multitask Unified Model: MUM’s core feature is its ability to handle multiple tasks at once, mimicking the human brain’s multitasking capabilities. This empowers the search engine to comprehend the context of queries more effectively.
Massive Multimodal Dataset: MUM has been trained on a vast and diverse dataset, including text and images from across the web. This enables the model to gather insights from various sources to generate accurate and relevant responses.
Multilingual Proficiency: MUM can understand and process queries in multiple languages, making it a game-changer for global users seeking information in their native tongue.

Impact of MUM on SEO Strategies

MUM’s introduction will undoubtedly influence SEO strategies. Here are some considerations for website owners:

User Intent Optimization: Content creators must focus on understanding and catering to user intent as MUM can now analyze more complex search queries.
Content Quality and Depth: MUM prioritizes high-quality, comprehensive content. Websites with in-depth articles are more likely to rank well.
Visual Content Optimization: With MUM’s multimodal capabilities, optimizing images and videos becomes crucial for improving search visibility.

MUM’s Impact on Local SEO Revolution:

Local companies especially benefit from the Google MUM update. MUM guarantees that small enterprises may effectively compete in their target markets by comprehending regional languages, cultural quirks, and hyper-local content with precision. For example: Thanks to MUM’s multimodal features, a Sydney bakery can now rank higher for a query like “best birthday cakes near me” even if its website has multimedia content. MUM’s capacity to evaluate photos, videos, and podcasts that highlight local knowledge is advantageous to tour guides or other local service providers.

Multilingual Proficiency and Global Reach

With MUM’s support for 75 languages, companies can easily connect with customers throughout the world. MUM allows for increased visibility and engagement, whether you’re a travel blog serving multilingual visitors or a business aiming to reach a worldwide clientele.

Preparing for MUM: Best Practices for Website Owners

To prepare for the MUM update, website owners should implement the following best practices:

Enhanced Content Research: Conduct thorough keyword and topic research to identify user pain points and create content that addresses them.
Diverse Content Formats: Incorporate various content formats like videos, infographics, and podcasts to appeal to MUM’s multimodal abilities.
Structured Data Markup: Implement structured data to help MUM understand the context and structure of your content better.

The Future of Search with MUM

The introduction of MUM marks a crucial milestone in the evolution of search technology. As the model continues to improve, users can expect:

Seamless Conversational Search: MUM’s ability to understand context will lead to more natural and conversational search interactions.
Personalized Search Results: MUM’s comprehensive understanding of user queries will enable highly personalized search results.

CONTINUOUS ADAPTATION AND MONITORING:

1. Keep informed on Algorithm Updates:

In the dynamic realm of search engine optimization (SEO), it is critical to remain up to date on algorithm modifications to sustain and enhance website presence. This is the reason why:

Keep an Eye Out for Future Updates: To improve user experience and deliver more relevant search results, search engines like Google constantly adjust and upgrade their algorithms. These changes can have a big effect on a website’s ranking and can cause abrupt fluctuations in organic traffic. Website owners may proactively plan and modify their SEO strategy to prevent any negative consequences and capitalize on new chances by remaining watchful and keeping an eye out for impending algorithm changes.
Adapt SEO Strategies Accordingly: Modify your SEO tactics As a result, every algorithm update brings with it modifications to the ranking factors, formats used to show search results, and user experience concerns. Website owners need to adjust their SEO strategy accordingly to guarantee their continuous success in organic search results. This might entail changing the way that keywords are targeted, streamlining the content and structure of websites, boosting user engagement metrics, or improving mobile responsiveness.
Credible Sources of Information: Website owners should actively seek out information from industry publications, credible SEO blogs, and official Google communications to remain abreast of algorithm changes. Based on investigation, data analysis, and insider information, reliable sources frequently offer insights, analysis, and forecasts about impending developments. Website owners may obtain important insights into possible algorithm adjustments by following reliable sources, and they can then modify their methods accordingly.
Make Use of Industry Newsletters: A lot of publications and organizations that concentrate on SEO provide newsletters that provide subscribers with the most recent information on industry developments, algorithm upgrades, and best practices. Website owners may remain up to date on changes in the SEO scene without actively seeking out information by subscribing to these newsletters. Newsletters may also contain case studies, professional analysis, and practical advice to assist website owners in successfully navigating algorithm changes.
Keep an eye on official Google Communications: Google frequently uses official channels like the Google Webmaster Central Blog, Google SearchLiaison Twitter account, and Google Search Central YouTube channel to communicate significant algorithm upgrades and adjustments. To keep informed about impending adjustments, comprehend their ramifications, and obtain advice on how to modify their SEO strategy accordingly, website owners should routinely review these official notifications.

2. Analytics and Performance Tracking:

Performance tracking and analytics are essential tools in the field of digital marketing for evaluating the efficacy of SEO tactics and improving website performance. Let’s explore these techniques’ significance in more detail as well as their successful application:

Make Use of Sturdy Analytics Tools:

SEMrush, Moz, and other third-party platforms, together with powerful analytics tools like Google Analytics and Google Search Console, offer website owners significant insights into a variety of elements of website performance. Website owners may monitor important metrics using several tools, including:

Traffic: Track the amount of visitors to your website, their sources (organic, direct, referral, etc.), and any patterns over time.
Engagement: Metrics related to user engagement, including bounce rate, average session length, pages per session, and interaction with website features, should be measured.
Conversion Rates: Monitor conversion measures related to company objectives, such as revenue earned, target fulfillment rates, and other key performance indicators (KPIs).

Website owners may have a thorough insight into how people engage with their website, which marketing channels generate the most traffic and conversions, and where there may be room for growth by utilizing powerful analytics tools.

Analyze Data Frequently:

Finding patterns, possibilities, and areas for development requires regular examination of website data. This includes:

Finding Trends: Analyse past data to spot patterns and trends in user behavior, website traffic, and conversion rates. Website owners may foresee future changes and make well-informed judgments by having a thorough understanding of these patterns.
Finding Opportunities: Determine where fresh growth prospects or areas for website performance optimization might be found. This might be creating user-friendly content for websites, focusing on new keywords, optimizing conversion funnels, or increasing user experience.
Identifying and addressing areas for improvement: Determine the performance gaps or inefficiencies on a website and create plans to solve them. This might entail resolving technical problems, improving the functionality and speed of websites, enhancing marketing initiatives, or modifying SEO strategies.

A Comprehensive Analysis

Google MUM does more than just match keywords. It connects data from many formats, including HTML, PDF, text, audio, photos, and videos, to analyze user searches.

Contextual Understanding: In contrast to previous algorithms, MUM comprehends the relationships and context between different pieces of information to respond to user intent.
Multimodal Search: MUM creates opportunities for entirely new search experiences by combining text, image, and video searches. Users might post an image of a mountain, for instance, and inquire, “When is the best time to visit this location?”
Cross-Language Insights: Regardless of the language in which the content was first produced, MUM provides localized search results by translating information from other languages.

What Does MUM Signify for Various Sectors?

1. Medical care

MUM’s text, video, and infographic analysis capabilities are useful for those who create medical material. For example:

A search for “What are the latest treatments for diabetes?” can yield a wealth of information, including papers, journal entries, and instructional videos.

2. Online shopping

Through the optimization of product descriptions, photos, and videos, e-commerce sites can flourish under MUM.

Consumers who search for “best-running shoes for marathon training” may now discover carefully chosen multimedia results that include pricing comparisons, product reviews, and tutorials.

3. Tourism and Hospitality

By providing multimodal results that include itineraries, lodging recommendations, and video guidance, MUM streamlines searches linked to travel.

Advanced Strategies for MUM Preparation

1. Adjust for a Variety of Formats

Add excellent images, infographics, podcasts, and videos to your website to go beyond words.

2. Make Use of Content Tools Driven by AI

Make use of AI technologies to produce multimedia and multilingual content that is in line with user intent. This procedure can be sped up with the use of programs like Otter.ai (for transcriptions) and Canva (for images).

3. Make Use of Organized Data

MUM can better comprehend your material and its context when it has structured data. Make sure that all of the multimedia material, locations, and goods on your website use schema markup.

4. Adopt the E-A-T Guidelines

To thrive in MUM-driven searches, content that exhibits Expertise, Authoritativeness, and Trustworthiness (E-A-T) is still essential.

The Cooperation Between Google MUM and Voice Search

Voice search’s growth is a wonderful fit for MUM’s capabilities:

Voice users pose more conversational questions, like “Where’s the best sushi place in Sydney tonight?”

MUM’s profound comprehension of natural language enables accurate responses, even for intricate or multi-layered queries.

Companies can use question-based content and long-tail keywords to optimize their content for voice search.

Improved Local SEO with Google MUM

MUM helps small and medium-sized businesses improve their local SEO tactics. Here’s how:

Localized material Ranking: Local companies can become more visible if they have well-optimized material, such as store photos, video tours, or even podcasts that highlight their offerings.
Cultural Context: MUM helps firms better target local customers by translating regional accents and subtleties.

The Role of Video in a World Driven by MUM

1. Video Optimization Is Essential

Businesses should concentrate on the following, using MUM’s processing and contextualization capabilities for video content:

Adding captions and transcripts to videos.
Producing “how-to” or tutorial videos relevant to their specialty.
Utilizing metadata, tags, and titles that are descriptive of video material.

2. Integration of Text and Video

Videos that complement in-depth text content will rank higher than videos or text alone, thanks to MUM’s multimodal features.

Google MUM’s Effect on Developing Markets

MUM’s ability to speak multiple languages makes it revolutionary for developing markets:

As long as they produce high-quality, locally relevant material, businesses in non-English-speaking regions can rank globally.
MUM promotes accessibility and inclusion by giving people in these markets access to information in their native tongues.

How to Make Your SEO for MUM Future-Proof

1. Invest in Tools Driven by AI

Use technologies such as Semrush, Jasper AI, or SurferSEO to create and optimize content that meets MUM’s needs.

2. Establish a Content Center

To fully answer complicated user questions, compile a library of multimedia content (blogs, films, infographics, and podcasts).

3. Improve the UI/UX Design

User experience is a top priority for MUM. Improve the navigation, mobile friendliness, and load speed of your website to keep visitors interested.

Google MUM’s Ethical Implications

Tremendous power with an enormous deal of responsibility. MUM’s advanced abilities raise moral questions:

Privacy Issues: How does MUM guarantee the security of user information while providing tailored outcomes?
Information Authenticity: Businesses must now confirm the legitimacy of their sources due to MUM’s capacity to select and translate information.

Predictions for the Future Development of MUM

1. Interactive Lookup

MUM might develop to offer real-time, interactive responses. For example, consumers may engage with tailored financial insights, live webinars, and expert analysis straight from search results when looking up the “best investment strategies for 2024.”

2. Combining AR and VR

In order to allow users to search and visualize their queries in immersive surroundings, Google may combine MUM with augmented reality (AR) and virtual reality (VR).

3. Expansion of Real-Time Queries

During searches, MUM may proactively recommend relevant subjects or questions, enhancing the process’s fluidity and usability.

Conclusion

Google MUM is a game-changer for the search engine industry, promising to deliver more relevant, accurate, and contextually rich search results. Website owners must adapt their SEO strategies to leverage the potential of this groundbreaking update fully. Embracing MUM’s capabilities will not only improve website visibility but also enhance the user experience, ultimately driving better business outcomes.

Tuhin Banik

Thatware | Founder & CEO

Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker and BrightonSEO speaker.