How Google MUM Update Will Affect Your Website SEO?

According to Google, MUM is one of the most advanced AI-based systems Language models or sets of algorithms. It will compile answers from resources such as websites (of various languages), images, videos, and audio to give a comprehensive ‘expert like answer’ to a complex query* typed in a search bar. This post will introduce you to the world of this new technology based on Google’s artificial intelligence. What will the future of SEO be with MUM?

MUM Definition

MUM is an abbreviation for Multitask Unified Model, and it is a new Google search technology, first introduced in May 2021.

In Search 21 in Fall 2021, the upcoming rollout was announced, and the technology was described in more detail. MUM uses artificial intelligence or natural language understanding and processing to respond to complex search queries using multimodal data.

MUM is multilingual and processes information from various media formats to provide answers. It understands images, video, and audio files in addition to text.

How Does MUM Work?

Google introduced MUM in May 2021 as a 1000 times more powerful evolution of BERT. Natural language processing underpins both technologies. On the other hand, MUM is about more than just natural language processing.

MUM combines several technologies to improve the user experience by making Google searches more semantic and context-based. Google intends to use MUM to respond to complex search queries for which a standard SERP snippet is insufficient.

MUM Benefits

As a result of its ability to think beyond the question or statement, it will be able to tap into multiple dimensions of the SERP and SEO. Users, businesses, and content creators are being encouraged to say goodbye to the “exact response days” and instead tap into the layered, complex, and sometimes more generalized user intent and journey.

Google MUM’s AI capabilities will contribute to mastering and comprehending user intent and thought processes.

Consider wanting to visit a country and the questions you’d have to ask to learn everything you need to know. To begin, you may be wondering how you got there. Then you can look for places to stay, what is nearby, if any visas or vaccinations are required, and perhaps some information about the weather and activities available. The list grows as long as the time it takes to search and sort the results.

We now want more, and we want it now, and Google MUM is the first step toward meeting those needs.

What Changes Can We Expect in SEO?


Google’s Results Page

Some marketers, such as those at SEMrush, predict a gradual revamp of the Google SERP. They argue that this shift will be driven by necessity rather than desire. As Google’s algorithms continue to advance with MUM and future iterations, the current SERP’s 10 blue links will be insufficient to demonstrate the breadth of information MUM can provide.

They identify one of the signaling issues as the current SERP’s inability to allow for exploration beyond a single web page. The truth is that most web users are not looking for a ‘one and done’ solution to their problem. At the very least, they are looking for multiple sources and touchpoints to either expand their understanding of or adequately address their query.

When we compare the Google SERP for Oprah Winfrey to the Wikipedia page for her, we can see that while Google provides information on the SERP, it does not necessarily encourage further exploration. As a result, some marketers anticipate an update to encourage more SERP exploration.

Content Remains King

MUM’s ability to present more relevant, engaging and exploratory information reinforces the importance of content marketing for marketers and business owners alike. Doubling down on this, it now reinforces the importance of going beyond simple text-based content by displaying valuable information from videos, podcasts, images, or audio files on the SERP. A solid, well-thought-out content marketing strategy appears to be the cornerstone of assisting businesses, websites, and marketers to excel on a post-MUM Google.


Each of Google’s core updates reinforces several key topics including content relevancy, site usability, and overall website performance. Moving into MUM and beyond, we expect real websites to rise to the top of SERPs and algorithms. It emphasizes the significance of proper website maintenance, accessibility, and performance. To that end, there are a few metrics worth emphasizing because we expect their impact to grow in the future.

Website Maintenance & Care: Websites work in the same way that any other piece of equipment does. Small parts tend to wear out, break down and overtime impact the performance of the website. Previously, companies were able to ignore these issues to some extent as long as their site remained functional. As technology advances and Google continues to use site speed and performance as ranking signals, the likelihood of proper website maintenance becoming a requirement grows. Do you want to see how your website performs in terms of site speed? Google’s PageSpeed Insights tool can help.

ADA Accessibility: In recent years, there has been an increase in the demand for ADA access. The task of continuing to work on improving site accessibility is expected to become more crucial as the Web Content Accessibility Guidelines (WCAG) evolve.

Final Words

Google MUM update is the most technologically advanced core algorithm update. At the same time, it marks the start of a new era of online search. It is critical to ensure that your website, business, and online presence are ready to capitalize on these developments.

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