Google MUM Update: New Face of Google AI technology in SEO

Google MUM Update: New Face of Google AI technology in SEO


    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.

    google mum update

    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

    1. 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.
    2. 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.
    3. 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:

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

    Preparing for MUM: Best Practices for Website Owners

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

    1. Enhanced Content Research: Conduct thorough keyword and topic research to identify user pain points and create content that addresses them.
    2. Diverse Content Formats: Incorporate various content formats like videos, infographics, and podcasts to appeal to MUM’s multimodal abilities.
    3. 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:

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


    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.


    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.