There is an old saying that goes: the more things change, the more they stay the same.

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In this case, Google has always kept website owners on their loan database toes when it comes to consistent and revolutionary changes in the world of Digital Marketing .

With every new algorithm or technology update, there is a new set of rules and guidelines that need to be taken into account to improve search optimization .

But the tech giant's latest announcement is one of its most exciting and dramatic yet.

At a recent conference, Google introduced MUM, a unique AI- powered algorithm that can perform extremely complex searches in seconds.

In this post, we'll discuss this new model for complex searches and why search optimization will become more difficult in the future.

What is MUM: Multitask United Model?
What will change with Google MUM?
Will Google's MUM kill SEO?
How to prepare for Google MUM?
When will MUM be released?
The most important thing you need to know about Google MUM
Bottom Line: Is Google MUM the Future of SEO?
Keep reading!

What is MUM: Multitask United Model?
Google MUM (Multitasking Single Model) is the latest iteration of search and the most technologically advanced version yet.

According to Google, the concept behind MUM is a thousand times more powerful than the latest version, BERT , as it can also interpret images, podcasts and videos to obtain information in seventy-five different languages.

In non-technological language, MUM is the closest experience someone searching the Internet can have to asking another human being a question.

It is designed to be a way to scale globally and break down language barriers, as the website will be able to search for information in dozens of the world's major languages.

Need an example of why this is important?
Suppose you are looking for information about an unknown museum in Thailand.

➤ Google MUM will be able to automatically translate a local website with information about how to visit the place and provide the information you are looking for, even if that website is in a language other than your own .

But let's turn that around and say you're someone who doesn't speak Spanish and you need information on how to visit a city in Mexico.

MUM will automatically translate this content into your language, making it easier to understand and, most importantly, it will do so in seconds .

This is a big change because it breaks down barriers in terms of how information is used on the Internet and the access other cultures have to global content.

seo guide
What will change with Google MUM?
Simply put, the launch of MUM is a big deal for organic traffic , but in a way that many people may not realize.

The biggest difference between MUM and the way Google does search now is that the whole model is much more intuitive.

Instead of having to split web searches into a number of different keywords , questions, or phrases, users can simply ask a single initial question and then continue with additional questions related to that topic.

MUM will immediately understand what the user is asking and how it relates to the search, just as you would if you were having a conversation with a friend or neighbor.

However, it is very important to keep in mind that MUM is still in the early stages of what it will ultimately be capable of. As Pandu Nayak , Google's vice president of search, points out:

" While we're in the early days of exploring MUM, it's an important milestone toward a future where Google can understand all the different ways people naturally communicate and interpret information ."

Will Google's MUM kill SEO?
As you can see, Google's introduction of MUM is leaving many Digital Marketing experts worried about the changes to come.

However, while there are likely to be some major changes to the way Content Marketing works , the idea of ​​consistently publishing interesting and informative pieces that satisfy user intent will likely remain the same.

There are already projections on what we can expect in a post-MUM era. We will discuss them below!

The end of keywords
When it comes to searching, users have a huge advantage with MUM - the intuitive nature of the program makes it practically a personal assistant specific to web searches that engages in a conversation with the search engine .

The end result is likely to be less reliance on keywords, as MUM will be able to extract important information from a wide range of media and topics.


Less dependence on written content
Don’t get us wrong, written content — like blog posts and articles — will always be important, but MUM also uses video, image and audio media to get information across.

That means if you mention an art exhibit in New York in your podcast, Google will be able to tell from that audio that the episode includes that information and add it to search results.

More competition for search
The other aspect that could be a problem for SEO experts in the future is the increase in competition for search.

With MUM, there are no language or regional barriers. This means that your information is competing with information from other parts of the world.

Now, there are certain aspects where local search would still be appropriate. In that case, it would only make sense to try to broaden the regional aspect of the content to make it clear that the search relates to a very specific city or neighborhood.

However, we don't have much information on how this is planned to be addressed.

Better voice search
The rise of people using tools like Google Assistant, Siri and Alexa means the rules of search are changing.

AI is starting to become part of everyday life in the home, which means that integrating it will be essential. MUM is just one more step in this popular trend.

This means that brands and advertisers need to jump on the bandwagon when it comes to preparing for further growth in this area by beginning the process of incorporating AI-related elements into mainstream content.

How to prepare for Google MUM?
At this time, there isn’t enough information available for digital marketing teams to make a comprehensive strategic plan to handle the launch of MUM. However, that doesn’t mean you should stop publishing content altogether.

In fact, the best way to prepare for MUM is to continue creating great content that is engaging and provides relevant information.

This also ties into another area you should pay close attention to: building brand awareness, loyalty and preference alongside your Content Marketing strategy .


Because?
No matter where Google gets its information from, there are still certain places your most loyal followers will turn when they need an answer to a very specific question in their niche.

If you took the time to provide value and give them the peace of mind that you are a trusted expert, no matter what organic search does, you will still achieve the same end results.

That said, there are still a few technical details you can outline now to ensure that Google has as much information as possible about your page when MUM eventually launches.

Adding structured data to each page gives search engines additional clues about the context behind your content, helping you move forward in this next phase of search.

Why is MUM good for users?
Of course, we need to take a step back and think about how a change of this magnitude affects users – after all, even the most experienced SEO expert has to do a Google search at home from time to time.

The truth is that MUM is amazing from a user perspective.

Gone are the days when you might have to spend an hour or two researching the right ingredients to make the best chocolate chip cookies or what to wear hiking in Alaska.

As Google cites, it will be easier than ever to take a photo of your shoes and ask if they are appropriate for rock climbing, only to get a response from Google within seconds.

For all of you who aren't worried about organic traffic or CTR , this is the type of search we've all wanted to enjoy for a long time.

When will MUM be released?
This is probably the biggest question on everyone’s mind: when will Google roll out MUM? At this point, they are still in the early stages of announcing the change.

Some reports even still have the current period somewhere in the middle of beta testing. This means it could be months or even years before MUM becomes something fully realized.

For SEO strategists, that means plenty of time to make adjustments and continue planning for the new future of search engine optimization, no matter what that looks like.

The most important thing you need to know about Google MUM
Google MUM won't work without good content covering the categories people are searching for information about. That's why, despite the big changes, it's more important than ever to continue publishing high-quality content:

write blog posts on your website;
publish a podcast on a specific topic within your niche;
Create YouTube videos with details on how your target market can solve a particular problem.
Because?
Because people will continue to search for this type of information in the future, Google MUM simply works faster and more efficiently to find the best content available to solve users' questions.

And that’s the really amazing part of all this! If you continue to focus on quality over quantity, you’re not likely to see a significant change after MUM is finally implemented.

What's even more exciting?
The way MUM breaks down barriers between languages ​​and even continents, the expansion of target markets and audiences is broader than many of us could have imagined.

This means that a blog post you wrote could reach someone on the other side of the world who doesn't even speak the same language as you. Which, if you think about it in a very basic sense, is a pretty amazing concept.

Bottom Line: Is Google MUM the Future of SEO?
While we can't be sure what the future holds, we do know that the addition of MUM to Google Search is a game-changer.