Tips on how to put together for the Google MUM occasion in Could?


RankBrain, Bert, Core updates… Google updates regularly disrupt engine results. A new algorithm, called MUM, could also profoundly change SERPs in the years to come.

Always with the goal of giving the most relevant response to the user as quickly as possible, Google has launched MUM. In order to answer complex user queries, this new algorithm is, according to Pandu Nayak, Google’s vice president in charge of search engines, 1,000 times more powerful than Bert.

Note that MUM uses the T5 text-to-text box. This enables more efficient dealing with natural language processing tasks, which include comprehension of texts, classification of subjects or even translation. In other words: MUM understands language and also generates it.

To illustrate the MUM’s contribution, Pandu Nayak takes the example of a person who hiked Mount Adams and who would like to know what to prepare for mountaineering Mount Fuji. As it stands now, he should have at least eight questions to answer his question. MUM will be able to process a complex query faster.

In the example of hiking, the MUM can understand that the intent of the query involves a comparison between the two mountains and consider information such as altitude and trails to give an answer. MUM can expand its response to physical training or finding the right equipment. It’s really multitasking. This is not new to Google algorithms, but MUM reinforces this character.

MUM will also be able to understand and display information from Japanese locations on Mount Fuji. Because MUM is multilingual. Can interpret and compare more than 75 different languages ​​to display the result. “This allows Google to get answers from anywhere in the world, regardless of native language,” said Mike Blumenthal, co-founder of Nearmedia.co.

MUM will also be able to respond to a user’s text request taken from a photo of their hiking boots. MUM is truly multimodal. Understands information delivered in text and images, and will include video and audio in the future.

New features related to Google MUM

Among the functionalities related to MUM, the possibility of asking questions from photography, but also launching visual SERPs on certain requirements, deciding which images to extract from selected pages, launching an advanced video recommendation system, to display the “Things to know” function. more detailed than the current “People also ask”, or insert “expand / specify this request”.

For some queries, the results should therefore be even more attractive and sometimes do not require clicks. Will all this lead to a shift from SERP-type rankings, from ten blue links, to SERP-type wikis? “This process has already begun,” said Florian Caux, an SEO consultant at Procab Studios. That’s why links to websites appear, or People also ask. The likely goal is to replace, in the medium or long term, websites with useful information that appears directly in search engine results. See airline tickets or hotel reservations. The fewer users go to pages, Google does it better. “

Which sectors will MUM affect? “I think MUM will hit the long tail of every industry and every segment,” says Mike Blumenthal. “The goal of the algorithm is to better understand complex queries and query paths. Hopefully, this will allow the user to come up with an answer by asking one sophisticated question instead of eight simpler questions.”

How to work on your SEO with Google MUM?

While it’s hard to know exactly which pages and content MUM will promote, it might be wise to prepare for its arrival by optimizing certain SEO-specific elements.

Expertise, authority and trust

MUM requires a lot of processing power to display clips. Therefore, it is conceivable that Google first selects pages based on their relevance, quality, and authority, before highlighting certain elements of the content on those pages.

It therefore seems wise to initially respect Google’s EAT, which promotes expertise, authority and trust. This will be chosen by Google before considering MUM distributing snippets of content. To achieve this, the question is, in a rather classic way in SEO, to show authority with appropriate feedback, to bring quality by integrating basic Web vitalities and expertise on topics, for example highlighting the profile of professional authors. in your company.

“Things, not wires”

Mountain View is increasingly highlighting relevant excerpts from the site in its results. This has been extended to videos and should be confirmed with MUM. To help Google find relevant content on your pages, it may be a good idea to tag your content properly.

In addition to “classic” HTML tags, you can also add tags from Schema.org. They allow Google to better understand the information, the context of the page and help it better present the content in its results. Note that the Schema.org dictionary can be used with many different encodings, such as RDFa, Microdata, and JSON-LD.

What is the purpose of markup with MUM? Markup is used to create entities and relationships between them. With schema.org, for example, it is possible to attach a person to an organization and add the “same as” property. This helps to mention links to government websites and social networks that contain a person’s name.

“Schema.org, for example, allows you to indicate in the website code who the author is, if there are articles on such and such an authoritative site, or even a wikipedia file,” notes Florian Caux. “It gives the site confidence from the moment the author himself has confidence on the internet. It can be interesting to play for his authority.” One way to apply the principle that Google mentioned ten years ago about “things, not strings” (things, not words).

You can also go through a markup generator, such as Google Structured Data Markup Helper to help you. You can select the URL of the page, and record elements such as the author of the article, the date of publication, the image, the title of the article…

Cover user intentions

To take advantage of the “Things to Know” and “Refine / Refine Search” tabs, you need to answer a number of questions about the topic you are working on. One idea might be to work on grouping topics, to show Google your complete approach to the topic on your site.

With this method, the column page is ranked in SERPs. Secondary pages evoke different knowledge on this topic. The grid between the pages must be done with care. For example, by placing a link from the secondary page to the landing page at the top of the page, or by placing a link from the secondary page to the final page, which supports the secondary page, at the bottom of the text …

Longer Alt tags?

Alt text improves accessibility by displaying text in the absence of an image. Informing this attribute in order to better contextualize the image can be interesting. “The more descriptive the alt tag, the more Google is able to understand the image and develop its algorithm,” says Florian Caux. Indeed, in its best practices, the American multinational company reveals that it uses “not only the content of the page, but also alternative text with computer vision algorithms to determine the object of the image.”

So far, a few descriptive words and a keyword have been enough to fill in this tag properly. With the arrival of MUM, the number of images could expand. In a recent Pandue Nayak article on the use of AI in Google search, an illustrative image, for example, had a very descriptive and long alt tag of … 38 words. A hint for the future?

An interesting method if this is the case, especially since Google wants to optimize multiple searches using MUM. As a reminder, Google’s multiple search allows you to add a search to a screenshot or photo on Android and iOS. Very interesting use for e-commerce requirements especially …

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