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.