MUM Puts the Focus on SEO, Improving Context in Search
The Google algorithm update called MUM started rolling out in 2021 and will continue rolling out in 2022. These algorithm updates enhance how Google understands your content using Artificial Intelligence (AI).
Google has always worked hard to determine what your web pages are about in-order to index them correctly, and now with developments in AI, it is getting easier to understand web page information. With these new algorithm updates, Google should understand written text content, video, photos, and artwork if SEO has been applied to your pages.
MUM stands for Multitask Unified Model
Using Text-To-Text Transfer or trying to understand natural language is complicated. But if you pay attention to the following, you are on your way to better web pages.
3 Things You Need to Know About MUM
You need to understand that Google has always been trying to match a person's query with the best possible answer. So, for example, when you used keywords in the past, Google would compare them to the question asked in the query.
Before the Bert Algorithm update, Google didn't consider the keywords' context. Those days are gone. Since Bert was implemented, the answers to a query are getting much better. The Bert algorithm update was the beginning of understanding context with AI.
Google claims the new MUM algorithm up will be 1,000 times better than the BERT algorithm update.
3 MUM Update Ideas Google Wants You to Understand
MUM is a game-changer to understanding and indexing your content for matching queries. Especially with complex searches.
1. More Types of Content are Readable
Google, up till now, has NOT been able to figure out video, photos, and artwork. The MUM update is changing the readability of videos, photos, and illustrations.
Adding the correct meta coding and structured data in an organized layout will help Google's MUM understands how these items relate to the page.
Markup has always been essential, and Google has been working on other ways to utilize these types of content with better AI. You probably have already noticed some changes on the search engine results page (SERP) with more videos and rich results listings for your queries.
Keywords Still Matter.
Keywords are nothing new, but they are still critical to your website's success. First, researching keywords and using your customers' words is still vital. Then using the right words before and after the keyword will help Google understand your page's purpose through context. When the purpose of your page is understood a match to a query is more accurate.
2. Language Translation Is in The Works
With artificial intelligence, in the future, the MUM update could find your answers in different languages and translate that information into the language you used in your query. This addition will be excellent for complex searches and research.
The language will no longer be a barrier in the future. However, Google is still working on language translation and hopes to roll out this update soon.
3. Advanced Responsibly for Advanced AI
Google claims to be very responsible for the evaluation process and providing beneficial, relevant results. Google uses human evaluators that study the information and matching process.
Although there have always been human raters to keep the integrity in Google's search performance, they want you to understand humans are involved too, not just machines. In addition, they are constantly studying how they can improve this process. Responsibility in advancing AI will continue to be important into 2022 and beyond.
"Human raters, who follow our Search Quality Rater Guidelines, understand how well our results help people find information." – Google
What You Need to Do to Help Google Index Your Web Pages
How Will the MUM Algorithm Update Affect SEO?
SEO is becoming more critical for search engines to understand your web page's information. You want your information to be understood quickly and accurately to index correctly. Through your content, structured data, and providing unique information, you will be on your way to success.
When SEO is not done, incorrect, or missing items, it becomes more difficult for Google and your customers to understand what you're trying to tell them. Use the following three things to improve your chances of connecting to your customers.
Setup A Simple Easy to Follow Designed Page
Keeping your web pages helpful and organized for your customers and search engines will help your marketing efforts succeed.
Keeping the text on your site in short descriptive sections helps Google "pick out" the content to use on the SERP.
Organizing content in understandable sections is a good idea. For example, use one h1 main headline per page and an introduction paragraph with one to three sentences.
Then section out the remainder of the text with subheads and short paragraphs that make sense. Using h2 through h6 in the code markup will help search engines understand your page.
Finally, make sure you have a conclusion paragraph. Many people skip this part, but a quick round-up for what was covered is critical.
Add visuals that support the text and make sure they are marked up with structured data and alternative text.
Keywords are still important. Research them and use them in moderation.
Content
Up till now, has been the most important source of information for Google to understand your pages. The keywords are what have been used to identify the subject. The Bert algorithm update started using AI to give more context to the keywords by using the words before and after to figure out their meaning. MUM will continue to improve the context to provide a better sense of your keywords. So, keep writing the best content possible using keywords when it is appropriate.
Schema Markup
Structured data has become essential to website success. Schema markup is a semantic vocabulary that search engines can understand. Web pages can specify through structured data items such as products, services, company, website, people, local business, breadcrumbs, articles, how-to, FAQ page, recipes, videos, and objects to clarify each item.
Structured data will make indexing more accurate, understanding the who, what, where, and when for businesses.
Markup is also used for featured snippets and rich results. For example, adding structured data will give search engines a quote directly from your website, giving you the power to be closer to the top of the SERP.
Structured Data Markup Guides Search Engines.
Best Answers Possible for Customer Queries
Offering the best answers possible for your customers has always been what search engines want you to provide. If your website provides the best information, it will do well. With the use of SEO and markup within your text, photos, videos, and more, you will be giving search engines the information they need to match you to your customers' queries.
Video Needs Markup Too
More video content is already being highlighted on Google's SERP. When working with video, make sure it is organized in short, relevant segments. Make sure each component is marked up correctly using structure data and keywords describing the contents.
Here is Google's Statement for the MUM Algorithm Update
"We'll bring MUM-powered features and improvements to our products in the coming months and years. Though we're in the early days of exploring MUM, it's an important milestone toward a future where Google can understand all of the different ways people naturally communicate and interpret information." – Google.
MUM will be using Artificial Intelligence to "read" your content, whether text, photo, video, or in a different language. Using the correct markup in all the right places will bring success to your website now and in the future. Getting ready for future MUM updates is possible and should be executed ASAP.
Hire a Professional SEO
Hire an SEO professional to make your web pages attractive for the new Google MUM algorithm updates.
An SEO professional will guide you in creating a better, more useful web page that search engines can "see" and understand.
Your SEO professional knows what it takes and where all these codes and tags are placed. An SEO professional can also research your customers' keywords to explore your products and services. Sometimes, it's not what you think. SEO professionals help your website succeed.
BETTER UNDERSTANDING = BETTER SEARCH RESULTS
About the Author
Wendy Danko is an SEO Consultant and Web Designer at WenKo LLC. A design background has its perks, especially regarding SEO and website design. Wendy is determined to help all her clients understand and improve their SEO and website design. As a result, her clients have uncovered new leads to grow their client base with website improvements.