With the promise of being 1000 times more powerful than its predecessor, Google MUM intends to guide its users to the answers to their questions in a more visual way.
But what will these changes bring new to users? What impacts will they have on the SEO world and how can we prepare to accommodate these changes?
What is Google MUM?
MUM stands for “ Multitask Unifield Model»(Unified Multitasking Model, in French). This is an algorithm developed by Google toprovide more relevant answers to the complex questions of Internet users.
According to Pandu Nayak, Google Fellow and vice president of research at Google, “Mum has the potential to transform the way Google helps you with complex tasks. MUM uses the text-to-text T5 framework and is 1000 times more powerful than BERT. “.
As a reminder, BERT ( Bidirectional Encoder Representations from Transformers ) is Google’s current search engine. The 2021 edition of the event Search On of Google, broadcast live on the Google site and on Twitter, provides us with valuable information about what’s new at MUM.
What new features does Google MUM bring to its users?
To respond as precisely as possible to users’ research intention, Google experts have worked to develop MUM on three main axes. So the new Google algorithm is: multimodal, multilingual and multitasking.
1 | Multimodal: takes into account different formats
Google MUM is multimodal, which means that it understands and pulls information simultaneously from different types of formats:
In addition to analyzing different types of content, the new algorithm will understand your queries from text, image, video and sound. This will be possible in particular thanks to the Google Lens application which will also be equipped with MUM from the beginning of 2021.
As a reminder, Google Lens is an application that makes it possible to search by photo. Take a photo with your smartphone and search from it. With the arrival of Google MUM, you will be able to do better. An illustration from Google shows that it is possible to take a picture and add a voice request to it .
MUM uses the image and the voice note as the same query and takes them into account when looking for results. In particular, the illustration shows a pair of shoes with a vocal note transcribed as “Can I use them to hike Mount Fuji?” “.
In this case, MUM understands the image and makes the link with the question asked to let you know if your shoes are suitable for such an adventure. Better, it directs you to a blog which deals with this subject and offers you recommended equipment.
2 | Multilingual: remove language barriers
Currently, the results offered by the Google search engine are limited to the language in which the request was made. For example, if you launch a search using only French words, the majority of the results presented to you will lead you to sources in French.
Still, there are certainly quality results in English, German, Spanish, and many other languages that you would have liked to see appear in the results. Google MUM removes language barriersand offers you more relevant and complete results.
In fact, the algorithm is capable of understand and compare results in over 75 different languages. It can even generate some. The difference in language between the search and the result is therefore no longer an obstacle to access to quality information.
3 | Multitasking: multitasking
Google MUM performs multiple tasks simultaneously toinstantly provide the best answers to queries . Google’s current search engine is already capable of doing this to some extent.
For each search launched by an Internet user, the algorithm takes into account several parameters to display the results that he finds relevant. These include, for example, language, location and format.
But natural results don’t always match what the user wants to find. Therefore, the latter is forced to try different combinations of words to make himself understood. Google claims thatan internet user makes an average of 8 requests for complex questions to find acceptable answers (or not).
This is where the new Google algorithm brings innovation. Google MUM will thus be able to perform many more tasks at the same time for :
- have a much more complete understanding of the queries;
- do more research;
- display more relevant and complete results.
How will Google MUM affect the SEO world?
Many website owners and publishers criticize Google for several reasons. They believe that encouraging Internet users to limit themselves to the first organic results displayed on the first page of results penalizes other websites. This is partly true.
In fact, the current version of Google’s search engine assumes that the first results shown are the best. But the reality is, the best-ranking pages show up first. As a result, useful and good quality content that is not very well optimized for natural referencing is not well positioned.
Things change with the arrival of MUM. Google further encourages users to view other results by promoting images and user satisfaction. The results of visually searchable searchespromised by MUM lead users to browse multiple websites to find the information they are looking for. But nothing is certain.
How to prepare for the arrival of Google MUM?
The consequences of this update of Google’s algorithm on natural referencing SEO are still unclear. In reality, Google’s algorithm is the only one that knows exactly how it ranks a web page in a SERP (Search Engine Result Page). It is therefore difficult to predict exactly the impact of its successor.
But that doesn’t mean you can’t do anything. Indeed, Google’s ambition is to respond to different requests as an expert would . It therefore appears clearly that MUM will attach great importance to the quality and relevance of the contentto display its results.
This leaves some clues on the essential points to work on in order to obtain a better ranking or at least not to lose your current position in the results pages. While keeping in mind that user satisfaction is Google’s top priority, you can:
1 | Publish quality content
Quality content will certainly be ranked the best by Google, because it is considered as expert answers. So be sure to offer content that responds as precisely as possible to the research intent of Internet users. Also take care of the readability of your content and avoid mistakes.
2 | Create an exhaustive semantic field
In addition to offering quality content, you can enrich itby creating a semantic field around the keywords on which you are positioned. You will be able to provide more complete answers to perfectly meet the needs of your readers.
3 | Optimize your images, videos and podcasts
Google MUM will certainly favor visual content. These attract much more attention and bring a better understanding to the reader. In addition, this algorithm will understand the information contained in your videos and podcasts and use them to provide answers to Internet users.
- Include images, videos and audio in your content
- Optimize the size of your multimedia content to improve the loading speed of your web pages
- Add a transcript to your videos
- Fill in the Alt tags
4 | Optimize your site for voice search
Over a billion voice searches are done each month, something Google intends to encourage with MUM. We should therefore expect more precise and more complete so-called “long tail” requests. For example, for the same research intention aiming to find the best web agency in the city of Paris, we will have:
- For a written Google search: best web agency Paris
- For voice search: What is the best web agency in Paris?
5 | Think UX design
Take care of the display of your site and the presentation of your content to provide comfort to your visitors. Also consider offering them an optimal user experience by making navigation on your site fluid.
For now, MUM is still in the testing phase to ensure that the research is working as efficiently as possible. The date of its release is not yet clearly defined. Now is the time to review your natural SEO strategy, optimize your website and think about how to satisfy your audience even more.