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When you see the word MUM, what comes to your mind? A mother? Absolutely, not in this regard. The new update from Google about their new Multitask Unified Model (MUM) has generated loads of rumors that SEO will become obsolete. Is this the case, or is it just an attempt to cause panic to website owners whose businesses rely exclusively on search engine optimization? In this article, we’ll discuss what MUM is and how it could impact SEO.

What is Google MUM?

There is a common saying that change is inevitable and growth is optional. Google has always put website owners on their toes by constantly changing and growing within the digital marketing world. At the annual developer conference, the latest announcement from Google is that they were working on a new AI-based technology, dubbed MUM.
Google on Glass Building

The acronym MUM stands for: Multitask Unified Model. Ideally, machine learning is built on understanding context and connecting different pieces of information to give precise answers to complex search queries. MUM builds on the same pattern.

What are the features of MUM?

Multilingual: Imagine asking a question in English, and you want your answer in Spanish. MUM will automatically translate the content into your native language, making it easier to understand. MUM has been trained across 75 different languages, and it has a more comprehensive understanding of information than the previous models. The ability to break down language barriers will allow individual users, and business owners to see more localized insights and responses. This will bring more competition for SEO and digital marketing.

Multimodal: MUM is founded on understanding information from different formats like webpage, text, and images. However, it will expand further to video and audio in the future. MUM could be for a generation of AI’s capable of combining multimodal info similarly as humans do.

For example, you take a photo of a bike part that you don’t recognize, then ask how to fit it. MUM will give you results, videos, and articles showing you the bike part and how to repair it.

This is faster than asking google various questions on bikes and searching for a separate tutorial on how to repair your bike.

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The impact on SEO

When Google launched BERT in 2019, Nayak wrote in his blog post that people use a keyword search engine even when the search engine most times does not appropriately understand queries. BERT changed the game for SEO when the search engine could interpret the context of the words in a sentence from matching keywords. Google acknowledged that there is no way to optimize for Bert other than optimizing for users; therefore, Bert reduced using keywords in web page ranking.

This new update from Google will have a significant effect on the SEO industry.  According to Google, MUM will help people discover more web pages, videos, images, and ideas that they may not have come across or searched for.

MUM will deliver more comprehensive search results because it can do tasks simultaneously than the currently used BERT.

Based on our research, Google’s search results will get more context-dependent with a fine-tuned understanding of what the users want. This update will not affect SEO; instead, it will focus better on image and video optimization in the search engine.

Why should we bother to write queries in the keyword search engine when MUM can understand Natural language? This means keyword search would matter very little.

This update may not affect SEO; instead, it is a call for the next step. Website owners have to ensure that images are well optimized for the website to rank higher.  There will always be a need for SEO.

How can SEO prepare for Google MUM?

Apart from the traditional on-page and off-page SEO best practices, website owners will need to improve their expertise and relearn how to do a keyword search.

Once MUM is launched into the Google search engine, there will be a massive change as the boundaries between languages, location, and website providing the answer will be eliminated.

More clarity will be gotten when google MUM becomes official, which is hopefully several months away. Google should drop helpful guides to help website owners and SEOs adapt to the new update.

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Email Us:

info@tbs-marketing.com

Find Us:

Bangkok Office

1023, 4th Floor TPS Building

Pattanakarn Road,

Suanluang, Bangkok

10250, THAILAND

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