MUM Algorithm: You certainly know the Google search engine, you probably used it before reading these lines. To say that today, this engine is omnipresent in our daily lives. And this popularity is explained by its “super-performance”, the result of the many updates made to the engine in recent years: Panda in 2011, Hummingbird in 2013, Rank Brain in 2015, BERT in 2019, SMITH in 2020.
The last one which will apply soon bears the sweet name of MUM. What is it about? And above all, what changes will it bring to your visibility? To answer these questions, precision on the opportunity of a new algorithm is essential!
A new algorithm, why?
Every day the searches carried out by Internet users become more and more complex. The terms typed are more precise: they often exceed 4 words, we speak of long-tail keywords. Most importantly, voice searches are becoming more and more common (due to the sophistication of voice search tools). Another important point to note is that more than 15% of daily queries are new.
With these changes, there was a time when Google’s algorithm found itself irrelevant. You have probably made more than 8 attempts before having relatively relevant results (or not) on very specific searches. This is mainly because complex searches take into account many parameters.
It is to solve all these problems and improve the relevance of its search engine that Google announced the implementation of the new MUM or Multitask Unified Model algorithm, literally translated from Unified Multitasking Model.
According to the statements of its designers, this new algorithm would be 1000 times more efficient than BERT, the latter only taking into account the words of a request individually, therefore without creating a link between them. Consequence: less relevant search results.
What to expect from Google MUM?
In order to increase the relevance of its search engine, the experts at Google have developed MUM on three main axes: multimodal, multilingual, and multitasking.
This means that Google MUM understands and pulls information simultaneously from different types of formats (text, image, video, audio). In addition, MUM will be able to understand your requests from text, image, video, or sound. It’s possible with the Google Lens app.
For information, Google Lens is an application that allows you to make a request from a photo: just take a photo via your smartphone and the application will search from it. With Google MUM, you can go further by searching from an image accompanied by a voice note.
Currently, the results displayed by Google are limited to the language in which the query was dictated. In the illustration, if you do a search in English, most of the results that will appear will be in English.
Google MUM removes this language barrier by showing you relevant results in other languages.
Google MUM will be able to perform several tasks at the same time and in the same order to refine its searches, have a better understanding of searches and display more relevant and more complete results.
The effects of Google MUM on SEO
Given the new possibilities offered by Google MUM, we should expect relatively significant impacts on SEO. However, it remains difficult to take a position because we still do not know how the public will react to the arrival of this algorithm.
One thing is certain, however, this new tool will give better visibility to quality content since MUM actually encourages users to consult the pages:
- Promoting images and customer satisfaction;
- Possessing content with a complete semantic field;
- Containing optimized videos, images and audios (MUM is visually focused);
- Containing long contents and neat in display and presentation;
These are all avenues to study to welcome the arrival of Google MUM. Ultimately, if you want to rank higher once Google MUM is fully operational, you can:
- Continue (or start) publishing quality content ;
- Create an exhaustive semantic field;
- Increase the production of visual content;
- Upgrade your site for voice search;
- Reflect on the best ways to improve the user experience .
Conclusion: Google MUM is the future of SEO?
While we don’t know exactly what the future holds, we do know that adding MUM to Google Search will impact your online presence. MUM will be applied in the case of “complex requests” requiring several answers, coming from several websites.
Google announced that the MUM technology will be deployed through a group of algorithms and a complex AI machine learning system.
As organic traffic becomes more and more closely linked to the power of artificial intelligence, it will be more important than ever to produce quality content that offers the answers people are looking for.
And if you want to know more about how to review your natural referencing strategy to satisfy your audience and Google MUM, contact our SEO agency.