What do you need to know about the impact of Google MUM on SEO proceeding, Google’s new Artificial Intelligence Technology?
We have some news for you.
Google MUM is a new Artificial Intelligence Technology that Google is testing to help users find the most relevant pages. It’s part of Google’s efforts to understand the content better and deliver more accurate helpful results.
It’s important to know about MUM because it has the potential to impact SEO. And, if you’re interested in learning more about how Google is making its determinations, it’s something you’ll want to keep an eye on.
Here are the big takeaways…
Google’s MUM is currently being tested as part of Google’s search ranking algorithm – If implemented, it will help improve the search results users see for certain queries. It does this by essentially allowing users to rate content and provide feedback that Google can use to improve its machine learning capabilities.
You should know that MUM isn’t a broad consumer-facing product or service. Rather, it’s a technical solution that would be used primarily within the confines of Search Engine Result Pages (SERPs) to train Google’s AI algorithms based on user feedback.
It’s not yet clear how Google plans to roll out MUM, though we know that it remains in testing and isn’t operational on a broader scale.
But, for SEOs and digital marketers, there is one thing that we do know: If Google does implement MUM – and it appears that this is very likely – then all of your content will be subject to the new system.
As such, you’ll need to prepare accordingly so you don’t lose traffic… Your pages could receive less exposure if they get lower ratings from users than other competing results. You can also anticipate seeing changes in rankings or drops due to low-quality feedback (poor marks) once MUM goes live.
Let’s dive in…
What is Google MUM?
Google’s MUM is an AI technology that allows users to provide feedback on how relevant they find certain search results. The name actually stands for “My Unpersonalized Results,” though it could just as easily be called “Quality Score.”
Why is this important?
MUM has the potential to impact SEO because it takes into account user-interaction data when determining where a page appears within a SERP. In effect, Google will base its search algorithm on ratings from the people who use Google most often – its customers.
In addition to helping improve results, MUM also helps protect privacy by allowing users to share their opinions without sharing every aspect of their search history.
How does it work?
In a nutshell, MUM involves the collection of user feedback about how relevant certain results are to their queries. This is done by taking advantage of search suggestions, which you see when typing your query, as well as Google’s bottom-up SERPs that show what others have found to be most helpful.
The system then rates these results based on this feedback and uses those ratings to determine where a page should rank within a SERP. The idea being that the more helpful users find an answer, the higher it will appear in search listings going forward.
MUM vs BERT:
So… What makes Google MUM different from BrightEdge’s research showing that 70% of people prefer personalized content marketing?
The difference, according to BrightEdge, comes down to how users are able to submit feedback. The BrightEdge study allowed people the option of sharing their preference with an individual website using a dropdown menu that would allow them to rank content based on whether or not they’d recommend it or share it with friends and family.
MUM takes this input in a slightly different direction by giving users the option of sharing ratings directly in SERPs. It does this through Search Suggestions when typing queries into Google’s search bar… And when viewing the top results presented via bottom-up SERPs.
How MUM Could Impact SEO?
If Google does implement MUM within its ranking algorithm, it will have serious implications for SEOs and digital marketers
What’s likely to happen first is that Google will start adding a “feedback” option directly into search suggestions. This means you’ll be able to give ratings within SERPs.
Second, Google might begin including user feedback directly in the bottom-up results (currently only shows popular results based on social media shares) or even its top-down result blocks (which currently display related searches).
As I said earlier, there are many possibilities here… But one thing is certain: If Google does make MUM available to all users, it would change how SEOs approach content marketing. Furthermore, it could also affect rankings and organic visibility for various pages across your site.
An Example of How MUM Could Work Let’s take this example from How-To Geek and try to imagine how it might work with MUM.
In this scenario, someone has been searching for ‘how to add a contact on Gmail.’ Google decides that the content from How-To Geek is useful because enough people have clicked on it and given positive feedback. This means the page will likely stay near the top of SERPs going forward.
However, some other pages might appear in lower positions due to low ratings from users despite offering perfectly relevant information. In this case, a company whose content offers step-by-step instructions on how to add a contact would appear above How-To Geek’s article simply because user interaction data showed that more users prefer its approach over that of How-To Geek’s even though both pages have exactly the same content.
How Google Plans to Roll Out MUM?
It is unclear how long it will take for Google to roll out this type of feedback system and whether or not they plan to use it in its main algorithm. It’s important to remember that the purpose of MUM is not simply to better understand what users prefer but also to protect their privacy while doing so.
As such, we can expect any changes implemented by Google to be introduced slowly over time… If at all. You should never assume that just because something works on one version of a search engine means you’ll see results using the same approach with another version (i.e., mobile vs desktop).
FAQs About Google MUM
Q: Why is Google doing this? What purpose does it serve for users and the company alike?
A: The idea behind MUM is to make SERPs more useful by allowing users to provide feedback directly in SERPs. If implemented, we might begin to see search results that perfectly meet our needs as opposed to results that are merely “popular” or “trending.” At the same time, such a feature would protect user privacy since all feedback will be coming from within Google’s own servers rather than revealing each individual’s preference via their interaction history with an external site.
Q: How long do you think it will take for us to start seeing MUM integrated into Search Suggestions & Results?
A: It should probably take at least several months, if not more. Google has made no announcements regarding its plans to roll out MUM so it is hard to say when we might start seeing anything significant with regards to search suggestions and results. For all we know, the whole thing might be scrapped early on by the company or just tested regionally for a few months before being introduced globally. We simply do not know.
Q: What are the implications of MUM for SEO?
A: It should improve user experience first and foremost which should, in turn, lead to increased conversions and click throughs as well as lower bounce rates. When users see better-fitting results that precisely meet their needs, they’re more likely to become engaged visitors and return frequently versus bouncing back to SERPs immediately after seeing results that did not provide what they were looking for.
Q: I’m worried about my content being pushed down the SERPs or completely removed because it does not get enough interactions. What can I do?
A: Don’t forget that low quality, thin and spammy pages are unlikely to be affected by MUM. Google has other signals in place to weed out duplicate copies of high-quality content so someone else ripping your article won’t necessarily push your page down to page 10 or beyond no matter how unpopular the page might be with users. The same goes for ‘content farms’ which appear lower in rankings due to their lack of trustworthiness rather than poor user feedback scores alone.
Q: What is the benefit of MUM for users? How can they contribute to SERPs?
A: If MUM becomes a reality, there will be no need to conduct surveys and other types of research in order to gauge user preference and get actionable feedback. Instead, users would be able to provide direct feedback by interacting with search results just like any other piece of content on the web, therefore, making their responses even more relevant than if we had conducted our own tests.
Q: Why should I care about any of this right now if it’s still in the testing stages? Will Google make an announcement when it’s ready for primetime?
A: In short, yes… But only because Google’s current policies state that anything discovered in testing phases is subject to being integrated into how things are done in the future. Since MUM has already been discovered, it’s possible that Google may integrate MUM into SEO since they never said exactly when or if they wanted to keep it internal for testing purposes only.