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MUM, short for Multitask Unified Model, is an algorithm update by Google that uses AI technology to make online searches easier. It can provide precise answers to complex search queries by better analysing different forms of content, connecting different pieces of information and isn’t limited by language barriers.
Google usually releases a few subtle changes to its algorithm on a daily basis as a means of improving the quality of search results. Some updates may be more noticeable and could have a significant impact on your SEO campaigns; typically these warrant a notice in advance by Google and advice on what are the best practises.
Several times a year Google releases a core algorithm update that the desired outcome is to significantly change its ranking algorithm. This is done as a means of ensuring that Google only delivers the most relevant and authoritative content to answer searchers queries.
At the Google I/O conference in May 2021 the development of the Google MUM core algorithm update was announced. Currently Google uses the BERT (Bidirectional Encoder Representations from Transformers) model as a means of developing their algorithms’ understanding of natural language; it is capable of identifying the context behind a word and provide relevant search results to fulfil the user’s intent. Google MUM (BERT’s successor) is said to be 1000 times more powerful than BERT and will result in a higher quality search engine result page.
What is Google MUM?
Google MUM (Multitask Unified Model) is an AI-powered multimodal algorithm. Built to analyse data from an array of different formats, including text, image, video and audio. Not limited by language or geographic barriers Google MUM will be capable of providing searchers with higher quality search results and a better user experience.
For example, if someone based in the UK is searching for an “authentic Italian pasta recipe” the English language search results may not suffice; it is likely that the best search results to answer such a query are written in Italian. MUM will automatically translate this content, making it easier to understand, breaking down language barriers and making the sharing of information online easier and more effective.
What impact will Google MUM have on SEO?
In the past Google’s core algorithm updates have had a significant impact on the SEO field. Perhaps the most notable is the Google Penguin update; Penguin first released in May 2012 dramatically altered the process and importance of link building, as it aimed to reduce web spam and penalise sites using black hat techniques to acquire low quality irrelevant backlinks.
Google MUM is expected to have an even larger impact on the SEO field than previous core algorithm updates. Whether it is increasing competition due to breaking language barriers or the development of visual and voice search.
More competition on the SERP
In the development of MUM, Google trained its algorithm “across 75 different languages and many different tasks at once”. This allows MUM the capability to compare the query with sources not written in the user’s native language allowing for higher quality search results by automatically translating pages if deemed appropriate or find content in your native language that is similar to authoritative content written in a foreign language. As a result MUM’s ability to break down language and geographical barriers will inevitably increase competition on the SERP.
This is not to say that Local search will no longer have its place, it is currently unclear how exactly Google MUM will affect local search. However, a good rule of thumb would be to focus on making it clearer whether content is targeted towards a specific geographic region or not.
Less dependence on keywords
It is expected that Google MUM will result in there being less of a dependence on keywords as a SEO ranking factor. This is the result of the development of visual search; How would marketers be expected to optimise content to answer questions in the form of images?
An image is not a word, it is a representation of an entity; How exactly Google will interpret images used within visual search is currently unknown. However, if I was to make an informed guess MUM will be able to automatically generate alt-text and if your pages target similar semantic keywords seen within the alt-text your pages may be able to rank when such an image is used as a search query.
Understanding information from different formats
The increasing prevalence of non-text based sources have incentivised Google to develop multimodal models. These models are capable of understanding and processing information from both text and image sources, and in the future hopes to expand to other modalities such as video and audio.
The example given by Google to represent how eventually different modalities may be able to be used to ask a complex search query is that eventually, you might be able to take a photo of your hiking boots and ask, “can I use these to hike Mt. Fuji?” MUM would understand the image and connect it with your question to let you know your boots would work just fine. It could then point you to a blog with a list of recommended gear.
How to prepare for Google MUM?
There’s a number of different methods marketers may be able to undertake to prepare for the Google MUM core algorithm update. Whether it is refining your content marketing strategy or including structured data to each page on your site which gives search engines added context behind your content.
Refining content marketing strategies
In preparation for Google MUM it is important that you refine your content marketing strategy. This is by prioritising your audience by better identifying their needs, the type of content they engage with the most and what platforms do they use? Auditing and comparing your current content with your competitors is a good first step to identify whether you are on the right track or not.
Considering that Google MUM is a multimodal model it is likely that the SERP may become more visual; displaying more image, video and rich results once the update is released. As users become more familiar with different forms of content on the SERP, it is highly likely that demand for such content formats may increase as a whole.
If you discover that your user base begins to engage more with non-text based content you may benefit from investing within the creation of image, audio and/or video content, and in coordinating your content across platforms that appear in search results; such as Youtube or Pinterest.
Structured Data
Ensuring that all of your pages include structured data; specifically schema markup allows search engines to better understand and interpret the content on your page and allows you the opportunity to be eligible and compete for rich results.
In recent years there has been a steady increase in the prevalence of rich results and quick answers; this is done in an attempt of achieving Google’s goal of providing more information in fewer searches.
As rich results become more prominent and visual, and Google MUM algorithm update begins rolling out, the importance of rich results; specifically carousels, images and/or the Google map pack and others will inevitably increase. Considering that the case, the importance of structured data will also increase as a means of ensuring that sites are able to compete for the rich results.
The best way to prepare for the Google MUM core algorithm update is to produce high quality informative content that focuses on meeting your target user’s search intent whether that is by adapting your content format or by using structured data to be eligible to appear in rich results.
The acronym EAT (Expertise, Authority and Trust) is always a good rule of thumb to follow when producing content.
The importance of your expertise or site authority may vary depending on whether you publish a medical web page or a travel blog; but fundamentally if you focus on producing content appropriate for your target audience you should be fine regardless of any Google update.
Far too often writers sacrifice the value and the messaging of their content in exchange for optimising their website towards search engines. This leads to less user engagement and may damage your brand image and sales.
When will Google MUM be released?
There is no official release date for Google MUM but it is scheduled to be released in early 2022. However, wider implementation of the technology may take longer; from a few months to as much as a few years.