Mum Algo Update — Jordan Koene // Searchmetrics

About the speaker

Jordan Koene

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Show Notes

  • ·01:12 : What is the MUM update? ·Jordan describes the MUM update as Googles next step in leveraging information. MUM differs from other past Google updates in the sense that Mum can process context and make quality suggestions based on comparisons. Ben and Jordan explain with examples how MUM tailors responses in a user-specific way. ·03:55 : Understanding MUMs user experience ·Jordan compares the MUM update to the BERT update. While both of these updates are based on the same foundation of co ecting information to users, MUM is able to do so on a more comprehensive level. Ben and Jordan talk about the differences between search results before and after MUM. Jordan details how issues like language barriers and response priorities are being resolved with the MUM update. ·09:25 : What you should take away from the MUM a ouncement · Jordan explains what the a ouncement of the MUM update represents for both Google and users. Apart from processing more information, the MUM update allows Google to better contextualize and understand the information. Ranking at the top of Googles first page will have more to do with the perspective from which the user is asking their query. ·10:38 : What will SEOs gain from the MUM update? ·With the MUM update, Google will be formulating direct responses to user queries instead of forwarding the user to your website. What do SEOs stand to gain from this? Ben and Jordan discuss the value that SEOs will get from MUM. Is Google prepared for the challenges and pushback to come? ·12:32 : How does the MUM update benefit content creators? ·With Google moving towards being more of a brand cha el, whats in it for content creators? Ben talks about the benefit that the eCommerce sector stands to gain from the MUM update versus content creators. With direct repons out of the question, what will be the motivation for content creators to share their content with Google? Jordan shares his opinion on how Google will approach this challenge after the MUM update. ·14:55 : What does the MUM update mean for the future of search? ·Different businesses in the digital marketing and eCommerce industry such as Amazon are already starting to need Google less. Is Google considering the impacts if more companies start to move in that direction? Jordan talks with Ben about the internal transformation happening with Google and the different offerings to come that will ensure that Google remains relevant.

Episode Summary

  • ·“Ultimately, the idea behind MUM is how does Google process information? Information largely being content, images, assets. And how does Google better determine and understand what these are, what would they do?” ·“MUM's the evolution of how Google processes different independent pieces of information puts them together and allows their search engine to better provide results and information.” ·“Bert was another update allowing Google to process various input factors to better understand language and generate results. MUMs a thousand times better, co ecting a variety of different elements, unlike BERT, including text, images, video, and audio.” ·“MUM will break down language barriers using services like Google translate to translate the content that's available in another language. Plus, MUM will prioritize based on where you are in your search journey. And I think that's what's really unique here.” ·“I think one of the coolest things that really the MUM a ouncement confirms for many of us in the SEO world is that Google is going to continue to advance their capabilities of providing search results that are highly contextual within a page.” ·“Google in large part thrives and exists because of its ability to help content companies circulate their content. There's not going to be much of an incentive to create the content or at least to share it with Google If we continue down this path.” ·“The real problem here is how does Google create an equal marketplace when they are a benefiting participant of that marketplace? And so I think that's a very challenging question for Google to answer.” ·“We're living through a challenging moment when certain technologies and cha els like social media are being tested on targeting and leveraging that targeting to propagate content. I think that's going to continue to escalate and there will be regulation.” ·“When I think about the mum update, it's a technology and an architecture upgrade for Google, where they're able to take more relevant information and answer user queries in different formats, across different languages, with different types of medium.”
About the speaker

Jordan Koene

Searchmetrics

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