What the Google MUM Update Means for Your Business
What is MUM?
MUM stands for Multitask Unified Model and is a search algorithm update by Google which uses AI (artificial intelligence) "designed to analyze and generate content as a human would". In simple terms, it should enable Google to better determine exactly what someone is searching for in order to get it right the first time when serving up search results.
MUM enables the search engine to answer complex questions the way an expert would. So, what used to take the searcher three or more attempts at refining their search, should be sorted on the first SERP, or at least more quickly than previously.
How will search results change?
One way Google will achieve this is by searching the internet across multiple languages, as well as via images, to find the answers to complex questions.
The results page will offer more than just the traditional "10 web pages", but also offer a variety of content types (pictures, videos, podcast) with high relevance to the searcher's actual intent.
Content Context is King!
The idea is to deliver results that are contextually relevant to the searcher's intent as opposed to merely matching keywords or phrases.
So content that is broadly-topical is less likely to be served up than content that deals with more specific scenarios or use cases.
This will be great for searchers as it will save them valuable time by finding what they are looking for with the need to refine their searches less frequently.
What does this mean for your SEO?
If you're already doing it right, which is to say you are creating high-quality, easy-to-understand content that demonstrates your expertise, authority, and trustworthiness, then you shouldn't need to alter your SEO efforts all that much.
However, with improved ability to interpret the content and context of images, it will become more important that your images enhance your content with a high degree of relevance. This likely means more original photos of your products and services and fewer stock photos (though the latter can be relevant as well).
As with every algorithm update, Google is simply trying to get better at delivering precisely what the searcher is looking for. So the best thing to do is to keep creating content that solves problems and answers questions posed by real people. Sure, keep an eye on some of the technical details that help you get suggested ahead of your competitors, but at the end of the day, keep it real and don't worry about trying to game the system.
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