The Google search algorithm is a sophisticated system that enables the search engine to discover, rank, and return the websites that are most pertinent to a given search query. It assesses the keywords inputted for meaning, intent, and timeliness to find the most relevant materials to display.
At times, the search will be quite simple. An example is when someone searches for “purchase new iPhone.” Its meaning, motivation, and need for fresh information are obvious. So the search engine has no problem giving the user relevant results.
However, there are situations when it’s challenging to decipher what the user intended. This is particularly true with generic queries. These queries require higher computer power to analyze the user’s wants and search the web for the most relevant content.
Google uses algorithms and machine learning systems to overcome this challenge. And Google is getting closer to assisting users with complex inquiries thanks to a technology called Multitask Unified Model or MUM.
What is Google MUM?
MUM is a technology that helps Google’s ranking system better understand human language. Its goal is to make it easier for the search engine to answer complex queries.
Different types of queries require an average of eight searches to be answered. Google is making an effort to answer the majority of these complicated queries on a single SERP.
The technology is a highly developed version of the Bidirectional Encoder Representations from Transformers (BERT) algorithm. BERT is a language model that achieved breakthrough status in 2019.
In contrast to BERT, MUM is 1000 times more powerful. The strength of MUM is its ability to multitask and create content. It can read text, comprehend the meaning, develop in-depth subject knowledge, supplement it with video and audio, and get information from more than 75 languages. It can transform those insights into multi-layered content to respond to challenging inquiries.
MUM also aims to integrate artificial intelligence (AI) into the search algorithm. This is part of the company’s transition to becoming an AI-powered search engine. Google is attempting to use AI technology in its many divisions to resolve various difficulties in locating the answers to difficult inquiries.
Because MUM is multi-modal, it can analyze language, video, and graphics. With it, Google can produce a rich result that presents brand-new content in response to the query. Even Google Lens incorporates MUM.
So how does MUM helps analyze and produce material just like a person? It all boils down to integrating entities, attitudes, and intent when dealing with complex queries to determine what the keywords imply. Language models like MUM come very near to understanding human language, which is something that machines have long struggled to achieve.
How Google MUM Affects SEO?
Google frequently modifies its algorithm. The majority of these modifications are so minor that nobody even notices them. But Google also releases a few significant core algorithm updates each year. And these frequently generate a lot of excitement in the SEO world.
Google’s algorithm updates change how the search engine reads and comprehends content. Companies using the search engine to market their brands must adapt to these changes to remain competitive.
For example, Google MUM reduces the need to do multiple searches to find the results that users are looking for. And because the MUM understands 75 languages, web content can now have a wider reach. This means that materials written in a particular country’s native language can be translated and shown to users in other parts of the world.
Moreover, using Google MUM shifts the focus of SEO back to users. It is undeniable that many companies put heavy consideration on how search algorithms work when optimizing their websites. With Google MUM making the search more advanced, the search engine will be able to understand a page and its content better.
This means that it can go beyond the basic SEO elements and gather the relevance, gist, and quality of the information of the web content. This shift in focus puts emphasis on the need to produce authoritative content that answers users’ queries.
How can companies adapt to Google MUM?
Brands can adjust to this language paradigm by incorporating structured data into their pages. Structured data provide search engines with a deeper understanding of your material. This aids Google determine what information is on a page and makes it eligible for rich results.
Additionally, you need to have well-written words that are simple to read and naturally optimized. Instead of stuffing your text with keywords to move up the results, write about topics that interest your audience: something fresh, unique, and well-structured.
Be sure to maintain your website secure. Get dependable hosting, keep your plugins and themes up to date, and adhere to best practices while using WordPress’s site health report. Google Search is also fairly adept at identifying any site problems, so this can affect your ranking changes.
SEO Support from Digital Marketing Experts
Users now have a better search experience thanks to Google’s MUM, which has improved the SERP landscape. In light of this algorithm change, companies must embrace new ideas and tactics to ensure the effectiveness of the procedures they use to optimize a site.
Fortunately, businesses can outsource SEO projects to improve their chances without handling all the stress of keeping updated with search engine changes. Online marketing companies like Digital Marketing Philippines (DMP) offer SEO packages Philippines to help you develop campaigns that deliver visible results.
Contact DMP today to get a quote, or visit our website to learn more about our services.
References:
https://blog.google/products/search/introducing-mum/
https://yoast.com/seo-news-may-2021/
https://www.webdew.com/blog/what-is-google-mum
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.