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Envy that handbag of the random lady sitting next to you? Found yourself in a new town and don’t know where they serve the best coffee? Got a song stuck in your head?
You know where to find answers – Google!
‘Google Search’ is the ultimate solution that has been serving humanity for two decades now.
With its classic search features, Google has transformed our everyday lives.
Taking it up a notch, Google is launching its one-of-a-kind AI feature – Google MUM.
Multitask Unified Model aka Google MUM, is the newest addition to the Google Search engine.
Google MUM or Multitask Unified Model is an algorithm created to search the internet across different languages, text, images and media to help users find answers to detailed questions.
MUM is a transformer-based AI model that has been trained in images + text. This will revolutionize the way Google Search & Google Lens are used. MUM offers solutions beyond text, based on multimedia such as images, videos, and podcasts.
The focus on multimedia means that users can get more specific with their queries instead of relying solely on SEO-friendly language and keywords.
The Google MUM algorithm is superior because it helps Google give unified results for complex searches. If a user has a complex query, Google will literally run the globe to find an answer that best suits the query.
From text to speech, audio, visuals, the Google MUM update offers humanity a way to find things easily.
It is described as one of the first AI models that is truly multimodal as it can simultaneously perceive information across multiple formats like texts, videos and images.
Not only does Google MUM understand the core intent of a complex query, it also allows you to modify your search and take you closer to what you actually want. Google MUM can understand and translate 75 different languages.
A fan of casual window shopping? Google MUM will allow the user to know the availability of the product that you see on the screen. Just hover over the product and the user will get the details like availability of the product in nearest stores, the price, the store timings, related products, etc. And all of this from the comfort of your abode!
Users will be able to snap a photo and ask a question using Google Lens (like finding a bag using an image of your friend’s bag!) Photos become stoppable items.
For eg: You like a friends’ necklace design in one of the old photos you are randomly skimming through. You fire up that photo in Google lens and the Google MUM update shows you similar necklace patterns from that image. But what if you want a bracelet with that necklace design imprinted on it? Bam!
This is where Google MUM comes into the picture. Google’s MUM allows you to modify your search, add a text query related to a bracelet, mix and match the combination of your search and help you find what you are looking for.
You will see results from nearby shops, large chains, and online retailers that sell bracelets with the similar necklace design you were looking for. Thus, Google MUM not only allows you to broaden your options but takes you closer to your exact search items.
Aside from adding knowledge and simplifying the general search for a common user, Google MUM aims at making shopping an easier task for the user. Google will be introducing a new button that will enable the user to instantly shop the image they are looking at on the screen.
Google understands the three phases of an online shopper, which are –
Google Lens has been modified with Google MUM and thus, provides the buyer with an array of options to explore.
MUM breaks the language barrier and helps pull results from varied sites. Users also have the option to “refine this search” and “broaden this,” leading them to more useful answers.
The latest Google MUM update offers better results with refined and broadened search results. Google MUM has expanded its search results to 75 different languages, text, images and media to help users find answers to detailed questions.
Google is no longer limited to giving you a high-end shopping experience but brings the world closer by giving you access to endless knowledge. Before the Google MUM-embedded search engine, if you typed ‘pottery’ on Google, the search engine would have given you relevant pottery videos, the history of pottery, so on and so forth.
Here’s how Google MUM further adds knowledge to your search. If you are a beginner at pottery, you will see step-by-step instructions, the list of the apparatus required, etc. But if you are an expert in the field, Google MUM also anticipates that you would need more in-depth information about pottery, and so you would also find different techniques and new advancements in pottery technology.
Along with this, you will find the usual relevant information like the famous blogs on pottery, famous pottery articles and artists, etc.
The idea is to revolutionize the search page and compel the user to explore, think about new possibilities, generate opinions and get a better understanding of the search.
A large number of people heavily rely on Google to check facts and dig deeper into those facts. In order to make it easier for the user to check the credibility of the information, Google MUM will hence offer relevant video information about your query. This feature will enable users to dig deep.
It’s Google and nobody really knows the answer to this question! It’s hard to predict whether the new solution will be introduced in a few months or a few years. At the moment, it’s being tested and refined. We can only speculate until we know that the work is finished.
Even if Google announces the date of launching MUM, we can’t take it for granted. Google has numerously postponed the implementation of previously announced changes.
But there’s no harm in readying yourself for the update: you can start by improving the quality and scale of your media content, integrate schema markup, and work on your knowledge graph – this ensures your audience gets the answers they are looking for!
The idea behind Google MUM is to revolutionize the search page and compel the user to explore, think about new possibilities, generate opinions and get a better understanding of the search. And when your audience does run a search, creating MUM-friendly pages and content will ensure you will be found.
How can users prepare for Google MUM?
Again, it’s Google! It’s hard to determine how to prepare for that. It’s recommended to focus on creating high-quality content that provides answers to all queries that may be related to a given issue. Google has been openly saying for days that every update is created to provide the user with the best possible search results, meaning options that deliver satisfying answers.
How can businesses and creators prepare for Google MUM?
Google MUM is created to answer complex questions that require multiple searches. Businesses and creators can make use of this and focus on multimedia content and leveraging it for GMBP.
What does MUM mean for SEO in 2021?
Algorithm updates are the bread and butter of the SEO industry. The next modification is likely to cause fewer redirects from the SERPs to pages and it’s possible that the search results will change.
If there is a truly drastic change, then SEO professionals will have to adapt to the new rules imposed by Google MUM and optimize websites to ensure that they continue to meet their business goals via organic search results.
What MUM means for SEO in 2021: Will MUM updates harm blogs and websites?
With a move to multimedia, it is possible that MUM could render traditional SEO obsolete. We’ll have to wait and watch! Keywords will never go out of style – but they may no longer be the main reason a web page ranks higher.
Should you be afraid of MUM or embrace it?
For sure, embrace it! In a world where short form video is taking the internet by storm and audio and image carry immense value, the Google MUM update will help both users and businesses.
What is Google Search On?
The Google MUM update found its grand release in the latest event of Google – ‘Search On’21.
‘Search On’ highlighted the new features that would be added to Google Search. The ‘MUM of all the searches’ is in its final stages of launch.
Considering the advancements happening in the Search feature, the Google Search team conducts an annual event to introduce and elaborate on the new Search features that will simplify our lives. Search On’21 revealed some insightful features that will amplify our search results.
20 years ago, Google initiated this yearly event, wherein they focused on the trends that dominated the Google charts in that respective year. However, In 2020, the Google Search team found the shift from ‘How to’ search topic to ‘Why’ topics trending in the search.
Hence, what was earlier ‘Year in Search’ got translated to ‘Search On’ in 2020. The transition seemed opportune considering the changes happening around the globe.
Chandala Takalkar is a young content marketer and creative with experience in content, copy, corporate communications, and design. A digital native, she has the ability to craft content and copy that suits the medium and connects. Prior to Team upGrowth, she worked as an English trainer. Her experience includes all forms of copy and content writing, from Social Media communication to email marketing.
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