MUM is the latest in Google’s suite of super-powerful algorithms, which help them to understand information in new and different ways. It runs alongside BERT, but it's actually much more powerful than BERT.
MUM stands for “multitask unified model”, and not only does it process natural language, but it does so in over 75 languages — and counting. It's also able to process text and images with a similar quality, and is increasing its ability to process video and audio in the near future. This means we’re likely to see the impact of this in the SERPs, specifically what they look like, which is also likely to shape some of the targeted algorithm updates in the future.
This shift in focus is a natural evolution of a mobile-first digital experience that allows users to engage with content dynamically using a mix of inputs, outputs, and tools, often simultaneously. Google’s push towards better understanding — and towards ranking media like image and video — will require SEOs to look at multimedia content with fresh eyes.
3. What is a
Google
Algorithm
Update?
When Google adds or refines the criteria and
directives that it uses to order the information on
the web so that they can best help their users to
find what they need.
To do this, Google periodically adjusts which types
of information it deems to be most important,
which can sometimes have a big effect which
results are shown on the web.
Making Sense of MUM
@crystalontheweb
5. Making Sense of MUM
Google’s goal is to
organize information
in the best way possible.
@crystalontheweb
6. Types of Algorithm Updates
Core Updates
Annual Total Updates
including Targeted Updates
@crystalontheweb
7. Why Does
Google Make
Algorithm
Updates?
Because our information landscape is
constantly growing and evolving.
So as well as What information users are
looking for, Google’s algorithms take into
account :
● Where
● When
● How
● Who
Making Sense of MUM
@crystalontheweb
10. Why Does
Google Make
Algorithm
Updates?
To move closer to making information
that they supply & direct people to…
Highly Accessible…
From the Best Sources…
Which are the Most Useful.
Making Sense of MUM
@crystalontheweb
11. Mobile First – Finished 2020
Page Experience Updates -2021
Page Speed Update – 2018
Intrusive Interstitials - 2017
Core Updates
Highly Accessible Best Sources Most Useful
Spam Updates – 2021
Product Reviews – 2021
Site Diversity – 2019
Original Reporting - 2019
Google Local/Possum – 2016
Core Updates
Passage Ranking - 2021
BERT Update -2019
Medic Update -2018
Penguin 4.0 – 2016
Core Updates
Why Does Google Make Algorithm Updates?
Making Sense of MUM
@crystalontheweb
12. Making Sense of MUM
Google’s goal is to
organize information
in the best way possible.
@crystalontheweb
@crystalontheweb
17. Making Sense of MUM
What can we expect from
MUM?
@crystalontheweb
18. Making Sense of MUM
Expect
Regular large scale
MUM updates
(Somewhat) Less Priority on
Visible Text
More SERP Diversity &
Rich Results
Pros Less Correction Time
Great for Image
Heavy Verticals
Great for User
Experience
Cons
Difficult to Assess
Data
Potentially Favours Bigger
Businesses
Difficult to Assess
Pos. 1
Top
Tip
Maintain a healthy
site, with good quality
content.
Look for Opportunities to
create mixed media content
&
Invest in Image Optimisation
Optimise for Structured
Data Markup & Ideally
Templatize it.
What Can We Expect - Short Term?
@crystalontheweb
19. Making Sense of MUM
Expect
High Volatility in Health/
Medical Verticals
Some Reduction in
Prominence of English
Content
More Device/ Tool
Driven Updates ie.
Google Lens
Pros
Incentive to Build
Partnerships
Great for Smaller
Markets
Opportunities to
Specialise SEO
approach
Cons
May Become More Reliant
on Paid Advertising
Increased Competition
Content
Risk of Overstretching
Top
Tip
Cross Channel and
Quality Content Approach
Invest in Multilingual
Content
Optimise for New Tools
Like Google Lens
What Can We Expect - Long Term?
@crystalontheweb
MUM is the latest in Google’s suite of super-powerful algorithms, which help them to understand information in new and different ways. It runs alongside BERT, but it's actually much more powerful than BERT.
MUM stands for “multitask unified model”, and not only does it process natural language, but it does so in over 75 languages — and counting. It's also able to process text and images with a similar quality, and is increasing its ability to process video and audio in the near future. This means we’re likely to see the impact of this in the SERPs, specifically what they look like, which is also likely to shape some of the targeted algorithm updates in the future.
This shift in focus is a natural evolution of a mobile-first digital experience that allows users to engage with content dynamically using a mix of inputs, outputs, and tools, often simultaneously. Google’s push towards better understanding — and towards ranking media like image and video — will require SEOs to look at multimedia content with fresh eyes.