How many times do you use Google in a day? There’s nothing more frustrating than having to do multiple searches to get the answer to certain types of questions.
To remedy this, Google launched, in 2021, a new algorithm called MUM (Multitask Unified Model). The objective? Reduce the number of searches needed to find answers to a long, complex query.
According to Google, the MUM algorithm is 1000 times more powerful with higher efficiency scores. It can handle multiple media types and overcome language barriers. Let’s find out together how this algorithm works in practice and its impact on your natural SEO.
How does the MUM algorithm work?
Based on Artificial Intelligence, Google MUM helps analyze and adequately respond to complex queries from Internet users. A worthy successor to Bert, it considerably reduces the number of searches for specific requests.
To understand MUM, let’s take the example provided by Google. For a query like: “I recently climbed Mount Adams. I want to do Mount Fuji next fall. How should I prepare for this new experience?”
Before MUM, you need to look for:
- The altitude of each mountain
- Their average temperature
- The difficulty of the hiking trails
- Adapted equipment
With this algorithm, Google understands that you are comparing two mountains, determining that height and trail information may be relevant. He also recognizes that, in the context of hiking, “preparation” includes aspects such as training, as well as having the right equipment. The proposed results therefore address all aspects of your question.
It can also extract useful related information, interpret images, videos and podcasts to integrate them into search results. Even if you enter your query in a different language, Google MUM analyzes sources in 75 languages to find the best result for your question.
For some queries, the algorithm determines whether images are more useful. It scans videos in depth to find the precise sequences responding to a query.
What impact does MUM have on SEO?
The MUM algorithm does not require a radical adjustment to your global seo company strategy. That said, it gives more weight to some of the new elements like context and advanced content tagging. You will therefore have to:
Prioritize context over keywords
Today, the relevance of your content depends on how the page fits into the context of the topic. Does it come from a specialist website? Is the content written by an expert? Does it mention other associated entities? Does it link to relevant sources? Is it linked to other relevant websites?
You will need to go beyond using the right keywords and integrate a linking strategy.
Understanding the customer journey
Imitate Google MUM’s approach in your content strategy. As most SEO consultants and agencies do, if you are creating content for a product, cover each step of the customer journey.
For example, if you sell bicycle parts, think about all the questions and information that will take your customers from researching to purchasing a new part.\ book marketing agency in usa If he is looking for how to change a bike derailleur, he will also have questions about how much a new derailleur costs, the tools needed to get there and the best practices to follow.
This means that your content must answer all of these questions. To do this, structure your content with relevant paragraphs and subheadings that respond to as many queries as possible related to the subject. Also think about HTML markup and Schema.org.
MUM proves, once again, Google’s ambition to offer a smooth experience to Internet users thanks to fast, relevant and complete responses. To please this algorithm, you will need to pay particular attention to the customer journey and produce content that is as complete and relevant as possible!
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