Something very big is brewing in Mountain View. His name is Google MUM and you should get to know him now. We tell you what we know.
The world of SEO never ceases to amaze us with algorithmic changes and new rules of the game.When you think that you are catching the rhythm, they give it a 180 degree turn and what worked stops working , or even becomes counterproductive for the positioning of your eCommerce.Not all the changes that are announced – or that are applied treacherously – are equally important, but MUM threatens to redefine absolutely everything related to searches.
BERT was the first step
Before explaining what MUM is and how it works , we must analyze how we got here .If you know a little about how Google works , you know that big changes are preceded by a sequence of previous ones that often seem minor or disjointed. Still, everything is related and marks a direction .In the case of MUM there is a predecessor that also has a short name: BERT .
In 2019 , an update of the core of the algorithm was announced with great excitement that was going to make the search engine more efficient through the advanced use of Artificial Intelligence .The work that Google had been doing for years with so-called open source neural networks was put on the table .To sum up a lot: thanks to its technology, now the search engine can interpret the language in a natural way and offer more relevant results thanks to the “ understanding” of the context and not only of the semantic framework.This is a tricky thing to synthesize like this, but now we’ll dig a little deeper into it when talking about MUM.
What is MUM?
Again, a friendly acronym for a complex concept . These are the initials of Multitask Unified Model or, in Spanish, Unified Multitask Model .As the name does not clarify much by itself , we will go into the matter with the explanation.It is a system that allows the search engine to answer questions using more resources , being more precise and conversational.To give that answer, MUM will be able to use text, images and even videos . It will analyze all the content that it has in its database, the context of the search, and it will not be limited even by the language , since it is capable of doing it in 74 different languages .
Read like this, it may seem like an evolved version of BERT, and some of this is there. But there is an important difference : although it partially shares its philosophy and its framework , its multitasking capacity makes it 1,000 times more efficient .If BERT understands the language of humans, MUM is able to encode it and create a complex and natural interaction : it speaks to us using our way of doing it and with the authority of an expert .By the way: speaking of authority : it is worth taking into account another of the historical workhorses that have starred in some of the latest updates . We are talking about EAT , an acronym for Experience, Authority and Trust and the driving force behind much of what has happened since August 2018. Everything is spun on Google .
How does Google MUM work?
Usually the best way to explain these questions is an example . In fact, we will use the same as those responsible for the search engine during its presentation last May.Imagine that you have a great love for climbing . You have recently climbed Mount Adams and are planning to climb Mount Fuji in the next few months.You have previous experience but, logically, they are two different environments, different latitudes and even the documentation that you can find will be in several languages .Today, you will have to organize everything you want to know and perform multiple searches that will take you to different pages and resources.MUM aims to synthesize all this in a single source , the one with the highest authority and the one that solves the most related questions . That is, we can say to the seeker: ” I have climbed Mount Adams and now I want to climb Fuji next fall .”With this information, the search engine will be able to tell us how we should prepare physically , what type of equipment we should carry, if we should ask for some kind of permission … and all this without being limited by the language of the search .Another interesting example they offered is image search . You take a picture of your boots and ask, directly to the search engine , if they are suitable for the climb you are going to undertake.
Thanks to technology such as Google Lens , it is not only able to identify that the image corresponds to a boot, it can also infer what type of boot it is, characteristics, brand and model . Then it analyzes everything and gives you an informed answer (can you imagine the potential impact for eCommerce ?).Still it has not been deployed Google MUM , there is no definite date, but everything indicates that 2022 will be his year.
Do you think that MUM will affect the SEO of online stores or does it seem something more in the medium term? Share your opinion!