SEO consultant Qamar Zaman explains how Google’s MUM, which is based on AI, will change the search landscape.
MUM or Multitask Unified Model will support specific search functions in the coming months. A thousand more powerful than BERT, Google’s upcoming search algorithm, MUM, is a new AI milestone for understanding information. This latest algorithm has the potential to change the way Google Search returns results from complex queries that require multiple answers.
What makes MUM more robust than its predecessor BERT is that it understands and generates language. According to Pandu Nayak, Google’s vice president for search, MUM is trained in 75 languages.
“It is trained in 75 different languages and many different tasks at the same time, which allows it to develop a more comprehensive understanding of information and world knowledge than previous models,” wrote Nayak.
Another factor that makes MUM very robust is that it has the potential to understand multimedia information.
“And MUM is multimodal, so it understands information in text and images and can be expanded to other modalities such as video and audio in the future,” Nayak said.
To better understand how MUM works, Nayak wrote a sample scenario of how MUM interprets complex queries.
“Ask yourself the question about hiking on Mount Fuji: MUM can understand that you are comparing two mountains, so altitude and distance information can be relevant. They might also understand that when it comes to hiking, “preparing” can include exercise and finding the right equipment, ”Nayak said.
MUM’s in-depth knowledge can provide more insights and provide more detailed, relevant answers.
“Given that MUM has insights from its deep knowledge of the world, it might highlight that while both mountains are roughly the same height, autumn is the rainy season on Mt. Fuji, so you may need a waterproof jacket. MUM could also uncover helpful subtopics for deeper exploration – like top rated equipment or best workout exercises – with pointers to helpful articles, videos, and images from across the web, ”Nayak continued.
Another breakthrough benefit of using MUM to aid Google Search is the ability to remove language barriers. This new algorithm can transfer knowledge across languages. According to Nayak, MUM can learn from sources that are not written in the language in which users wrote their search and help them provide that information. He provides a very helpful example of how MUM does this.
“Suppose there is really helpful information about Mount Fuji written in Japanese; You probably won’t find it today if you don’t search in Japanese. But MUM could transfer knowledge from sources across languages and use that knowledge to find the most relevant results in your preferred language. So in the future, if you look for information about visiting Mt. Fuji, you may see results such as in Japanese, ”Nayak wrote.
Since MUM is multimodal, it understands information simultaneously across different media formats. Nayak continues: “At some point you might be able to take a picture of your hiking boots and ask, ‘Can I use them to climb Mount Fuji?” It could then direct you to a blog with a list of recommended equipment, ”Nayak wrote.
With the powerful capabilities of MUM, Mark Sullivan, Google’s Search Liaison, predicts that search might look more like research and Google might act more like a research assistant on the user side.
“Instead of just having a smart gopher who knows where everything is on the web, Google may be acting more like a research assistant with expertise,” Sullivan wrote.
From the perspective of website operators, Qamar Zaman, an SEO consultant and CEO of KISS PR, predicts that MUM could influence search engine optimization practices in the near future.
“The need to create multimedia content that is optimized for long-tail keywords and conversational questions is more important than ever,” said Zaman. “If you want your content to rank on Google after the launch of MUM, you need to create content that offers comprehensive answers and solutions to your target audience’s problems.”
Google said they would use human evaluators to rate the search results that MUM will generate. The search giant assures Google search users to watch out for any signs of bias that may have been introduced into the training data.
KISS PR Story, a leader in PR storytelling / video marketing, helps companies tell their stories and grow. Qamar Zaman is the CEO of KISS PR Story. By creating more awareness of what your business does, prospects will understand why they should buy or use from you – while telling them your unique and compelling story. Until then it’s mum’s motto! You can follow Qamar Zaman for more insight.
This article, Google MUM – New Report from SEO Expert Qamar Zaman Helps Understand the Future of Search, first appeared on BreezyScroll.
