Introducing the world’s best MUM

Wait, what? We’re referring to Google’s multitask unified model, MUM. It’s one of Google’s latest search engine updates, launched in June 2021. Its purpose? Improve online search by being able to provide answers to complex queries.

Introducing the world’s best MUM

Informational: The searcher is looking for information. Keywords might include: who and what.

Navigational: The searcher is looking for a specific website, e.g., Facebook.

Transactional: The searcher wants to purchase, e.g., buy a laptop.

Commercial: The searcher wants to purchase a specific product/service, e.g., the best estate planning firms in Charlestown, Boston.

MUM is tied to the search intent because it comes in and tries to identify the natural context of the user’s language. For example, someone searching for family law, specifically guardianship services, might have different search intentions. Here are two different scenarios:

Scenario 1: The user who has previously searched for “guardianship” and “adoption rights” might need more information about the types of services, guardianships, specific laws, and how to get started.

Both search intents are different, and MUM seeks to contextualize the user’s previous searches to match their query with their current needs. Now that we’ve provided some background information let’s look at what MUM is, what makes it different, why it matters, and more.

What is MUM and why does it matter?

MUM is Google’s latest big search engine update. It uses AI-powered algorithms to improve search results. Its primary goal is to provide more of what we want and make the search process more inclusive. This is what we mean:

Geographical barriers.

Language barriers.

The search engine’s lack of contextual understanding.

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