Google MUM & the future of search — Mordy Oberstein // Wix

Mordy Oberstein, Head of SEO Branding at Wix, talks about the evolution of Google search results. The average Google user has come to expect a SERP that looks nothing like the SERPs in the past. There’s an expectation that not only text links will be served, but videos, images, and other formats will be present, and this is only possible with MUM. Today, Mordy discusses Google MUM and the future of search results.
About the speaker

Mordy Oberstein

Wix

 is a little camera shy

Mordy is Head of SEO Branding at Wix

Show Notes

  • 02:24
    Google MUM vs BERT
    MUM is multimodal and can combine different media formats like matching up a text query with an image. It is also more powerful than BERT in terms of understanding language and context.
  • 05:46
    SERP changes when the algorithm fully adopts MUM
    If you search for example, go to Yankees game, youd get results on where to buy tickets to a Yankees game. With MUM integrated into the algorithm, the SERP would have to adapt and function differently to facilitate different types of information.
  • 07:32
    User expectations of the SERPs
    Users expect a more immersive and diversified portal-like experience on the SERPs. So theyre expecting to be served images, videos, and text links all on the same SERP, and MUM is needed to create that experience.

Quotes

  • "Google MUM is a thousand times more powerful than BERT. It's a thousand times more powerful at understanding language and context than its previous machine learning property." -Mordy Oberstein, Head of SEO Branding, Wix

  • "We live in such a diverse world when it comes to media formats that getting a list of 10 links; I don't think that's what people want." -Mordy Oberstein, Head of SEO Branding, Wix

  • "The average user expects more of a portal kind of experience where they can deep dive into what they want to research without leaving the SERP." -Mordy Oberstein, Head of SEO Branding, Wix

About the speaker

Mordy Oberstein

Wix

 is a little camera shy

Mordy is Head of SEO Branding at Wix

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