It would seem that quite recently, in 2019, Google presented a new BERT algorithm noting that its launch is “a huge leap in search history.” Bert’s main task was to provide users with more relevant search results by better understanding the key user queries. We talked about what this algorithm is and how it affects promotion here .
When Google was founded the creators of Google did not stop there and continue to work on improving the search. So, in June 2021, company representatives announced a new algorithm called MUM, which, according to experts, is 1000 times more powerful than its predecessor.
It was said that users should get a more intuitive search from the new algorithm, capable of answering complex queries in different languages and in different formats.
Let’s consider what kind of “beast” this MUM is, what are its advantages, is it so good, and how to work on projects and build SEO now so that Google promotion is successful.
MUM from Google – what is this technology?
MUM (Multitask Unified Model ), translated into Russian as Multitasking Unified Model , is a Google algorithm based on artificial intelligence. The main task of MUM is to help users solve complex problems, search through different sources (articles, videos, images, audio, etc.), and prevent language barriers.
It is believed that in order to solve a complex issue, the user enters approximately 8 different queries into a line. MUM technology will allow you to quickly and effectively help solve the problem as if you were turning to a live expert for help.
The goal of MUM is to help the user answer difficult questions by fitting as many answers as possible in the results that a person could ask on their topic. And do it in different formats: links to articles, images, videos, podcasts, etc.
The main advantages of MUM from Google
Solving complex problems
Let’s move on to practice: imagine that you are going on vacation to Thailand.
There are many questions before you. In the Google search box, you ask a difficult question: “What do you need for a holiday in Thailand.” If you were talking to an experienced travel agent, he would give you extensive advice on this topic, answering all possible questions at once: about restrictions for Russian tourists, if any, that you need to get a Thailand Pass to enter, that it is better to take cash or a card with you, what is the weather in the country now and where is it better to stay, and much more.
Google created MUM to be your personal internet expert. By entering such a query, the search engine will try to take into account everything: prices, weather, restrictions, recommendations for vaccinations and more. And with MUM, you don’t have to ask a lot of queries, the search engine will try to cover the information as much as possible and give you the opportunity to get answers to important questions on the topic right away.
To do this, Google will have new recommender blocks.
Things to know (What do you need to know?)
By principle, this block will be similar to “Also looking for”, but the tips will become more thoughtful and useful for users. If the “People are also searching” block helps you move only 1-2 steps by suggesting related queries on the topic, then the “What you need to know” block will allow you to reach the necessary goal faster.
Broaden/Refine this search
Another useful block implemented by Google, which will help either expand the topic, or? instead, narrow it down to a subtopic.
Removing language barriers
To begin with, MUM technology is trained in 75 different languages. The language barrier can become a strong barrier in finding the right information. Take, as an example, again the same Taland, which a tourist wants to visit in the fall. Because meaningful information will likely only be provided in Thai, such as how to get the Thai Pass, where restaurants, hot springs, souvenir shops and other facilities are located.
MUM will remove this language barrier. The algorithm allows you to take information from sources in other languages and use them to find the most relevant results in the language that the user enters. Therefore, with the help of a multitasking algorithm, you will be able to obtain important information that was previously available only to native speakers.
MUM technology is a multimodal neural network. This feature indicates that the algorithm takes into account information of different formats: articles, audio, video, images. At the request of the user, the system provides pages with written information, podcasts, videos, and more.
Now our tourist can use the “Google Lenz” function to upload a photo of any plant they meet in Tabland and ask Google what it’s called.
Or you can use the “Visual Exploration” feature for visual inspiration. You can find socks that match your shirt, choose bathroom decor, get acquainted with New Year’s decorations and more.
Do all these innovations remind you of anything? They seem to mirror what Yandex announced at the presentation of the Y1 algorithm. I recommend to study .
How will MUM affect the promotion?
Now search results will not be limited to links to different sources, information will be provided much more extensively, while trying to keep the user in the Google search engine as long as possible.
There is no need to change the usual approach to SEO promotion, since each subsequent algorithm does not erase the previous one, but complements and enhances it, introducing something new. MUM is no exception.
Google also pays attention to authority, relevance and quality. Therefore, as before, one must adhere to the classic promotion strategy: EAT copywriting , Core Web Vitals and other important basic aspects .
But still, something has changed with the advent of MUM.
To satisfy the MUM algorithm, follow these guidelines:
Create high-quality, unique, expert content (the link to EAT copywriting was given a little higher). Write articles, responding to the user’s request in as much detail as possible, trying to talk about complex things simply, take into account related requests that the user may come to.
See what else the user is looking for, interested in this topic. For example, if we talk about holidays in Thailand, then related information that should be reflected in the text will be as follow
Those. now Google will rank better than pages that give a diverse answer, describing one narrow topic as broadly as possible.
The best way to do this is to use the passage technique. I talked about it in this article.
For example, if a page describes a specific type of equipment for climbing Fujiyama, rather than talking about equipment for climbing any mountain in general, it will rank more for topical queries containing the keywords “climbing” and “Mountain Mountains”.
Create content in different formats
As you understand, MUM is multimodal, so you should not limit yourself to one written content. Add captioned videos, podcasts, optimized images, instructional photos, and more.
Look at the results for the query “running shoes in winter”:
The article, which is in high positions, contains both an overview and links to other articles, and pictures, and explanations:
If the Bert algorithm favored content that gave broad answers to user queries, then the MUM algorithm encourages writing content that explains complex things in detail and provides answers to point questions that may be of interest to the user along the way.
Use different types of markup
Posting a video is not enough, it is important to do it right. Use micro-markup for this so that the algorithms understand what content you publish. Remember that MUM technology is based on artificial intelligence, and it will still be self-learning.
Mark up recipes, answers and questions, a section about the company, blog articles, and any other information that you can mark up. Don’t forget about video markup. Instructions for Google here .
Mark up any content in the same way, be it text or pictures .
It makes sense to create a “Frequently Asked Questions” block within each individual article or create a section on the site. Be sure to mark it up, then you will have a chance to get into the Broaden / Refine this search block (“Expand / refine the search”), which we talked about above.
If you do not have a programmer or need our help, leave a request here .
In general, as you understand, markup is now very important for any type of site:
Moreover, this is true for both Yandex and Google. We recommend using Microdata syntax for this. My colleague Dmitry told me more about all this .
Read More : About Blank Page
Properly optimize important tags and titles for promotion
They will help the content get into the quick response block and influence the rankings. Optimize Alt images. And try not just to specify the keywords, because the images are involved in the ranking and get into the search results for the user’s query.
Work with reputation
A good reputation, the presence of real positive reviews, other things being equal, have a positive effect on ranking
Search engines aim to help the user quickly solve their problems with the help of a search engine, in connection with which they upgrade their algorithms every few years, creating solutions that are superior to their predecessors.
The MUM technology, which is already 1000 times more powerful than the previously existing BERTa, is no exception.
As for website promotion, perhaps nothing has changed much yet, expert unique articles, classic SEO optimization, and compliance with technical parameters are still important. But considering that content of different formats will now participate in the ranking, it is worth diversifying the ways of providing results: adding audio materials, videos, photos and, of course, labeling all this correctly so that neural networks understand what type of content is in front of them and what it is about. So you will have a better chance of getting into different blocks of Google and showing your material to the right audience.
But in general, everything is the same as before: create high-quality content for your users and be the best in your niche, search engines will definitely appreciate it.
If you need help in promoting the site, you can always contact us. For my part, I can recommend individual works or cool complex tariffs for basic technical optimization, within which we will set up all of the above for better ranking of your site in Yandex and Google.