Let’s say you’re marketing a fishing brand by targeting the phrase “best time to catch bass.” Many different factors affect the answer, including the season, location, type of bass, water temperature and quality, depth, and more. You can take advantage of this by casting a wider net to catch more searches. The goal is to help users find the right answers without searching multiple queries. MUM will prompt the creation of more helpful content designed around readers’ needs instead of Google’s previous SEO requirements.Īs the algorithm rolls out, here are three ways MUM is likely to change digital marketing: MUM Connects Related Topicsīecause MUM is multimodal, it understands information across different content types and topics. Moving forward, you’ll be able to target more advanced and comprehensive search queries. In addition to providing users with more nuanced and informative search results, MUM will benefit marketers as well. This allows it to better understand the meaning of queries and search across content types, such as images, video, and audio. MUM is said to have 1,000 times as many neural nodes as the Bidirectional Encoder Representations from Transformers (aka BERT) model it will replace. These responses might include insights from multiple sources and other relevant queries. After years of development, Google researchers say they’ve created a new algorithm to address complex searches called the Multitask Unified Model (or MUM for short).īecause MUM is able to produce language, it can create narrative responses to queries similar to what a human expert would say.
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