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.

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).