Several weeks ago, Google announced a redesign of its search engine, introducing a new way to explore topics. How? ‘Or’ What? Thanks to an artificial intelligence (AI) function called MUM (Multitask Unified Model). Google thus plans to guide users through the topics that interest them more visually. It claims to be 1,000 times more powerful than its predecessor, BERT (Bidirectional Encoder Representations from Transformers), first introduced in 2019. In this article, we will see what Google MUM will be and how Internet users will be. We, Will, benefit from these changes.
The MUM update aims to meet the demands of modern research using an algorithm powered by AI. The goal? Improve the capacity of online search. When searching the internet, users are faced with, contrary to what they expected, multiple searches, geographic and language barriers due to lack of search engine intuition.
The update MUM removes the need to perform multiple searches to compare and get further information. MUM can understand and deliver solutions based not only on textual content but also on the interpretation of images, videos, and podcasts, in a way that has never been possible before.
Google MUM understands 75 different languages, which means that it can aggregate results to give users the complete search experience, answering even the most complex queries. For example, it will automatically translate a website with specific information on a topic and then provide that information to you.
Google MUM will redefine search relevance by changing the way people access and use the information on the web. Still, it’s best to take this update with a grain of salt. Because all content is irrelevant and ultimately comes down to the discretion of the user.
Also Read: What Is User Flow?
While there will likely be big changes in the way content marketing works, the idea of regularly posting engaging and informative articles that respond to user intent will remain the same. Here are some things SEO related that we could expect in the age of Google MUM:
When it comes to research, users have a huge advantage with MUM. The intuitive nature of the program makes it almost a personal assistant for web research. The result is probably less dependent on keywords, as MUM will extract important pieces of information from a wide range of media and topics.
Do not mistake yourself. Written content, like blog posts and articles, will always be important. But MUM also uses videos, pictures, and audio media for information.
This means that if you mention an art exhibition in Paris in your podcast, Google will be able to tell, from that audio medium, that your episode contains that information and add it to the search results.
The other aspect that could be a problem for SEO experts is the increased competition for searches. With MUM, there are no linguistic or regional barriers. This means that your information competes with that which is on the other side of the world. Now there are some areas where the local search will still be relevant. In this case, it makes sense to try to ‘ emphasize the regional aspect of the content so that it is perfectly identifiable.
More and more people use tools like Google Assistant, Siri, and Alexa daily. AIs are starting to become part of everyday household life, so it’s important to accommodate them. MUM is just another step in this trend. This means that brands and advertisers need to jump on the bandwagon and take a serious look at internet user voice search.
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