Google MUM : Multitask Unified Model

Google MUM : Multitask Unified Model

by Francis November 29, 2021
Google MUM

What does the digital future look like? Yup, you talk to some machine and it responds like a human. That’s what sci-fi movies, at least, have planted in our brains. And, things have been turning that way recently. Machines are made to adopt a conversational tone for that one-on-one conversational vibe.

Big players in the digital field like Microsoft, with its new Windows 11, and others have already started this transition process. The Multitask unified Model (MUM) aims to do this with other major improvements.

The Base

It is a refined version of the Bidirectional Encoder Representations from Transformers (BERT). It is more receptive and adaptive to the human way of speech and communication. MUM aims to go further than BERT.

Ease and integration

Finding something on Google is not extremely simple. Some searches take more than a single try to get you what you really need. The average number of searches is estimated to be eight for complex queries. MUM aims to bring down this number. Through various new features, MUM is targeted at the ease of use of the consumer.

We can expect different aspects of MUM to be integrated into the Google browser in future updates.


E-commerce is nothing new. MUM makes a buyer’s journey as smooth as possible through improved recommendations. It lifts much of the tedious work required on the part of the customer to find the right product.

Google Lens

This addition is amazing and is quite a welcome surprise. MUM gives more importance to Google Lens. How exactly does it do that? Well, you could be looking for something with a certain pattern. Click a pic and ask what you want with a similar design. This short clip should help you understand better.

It also helps you find stuff. You could click a pic of something and ask where to buy that or how to fix a broken one or get a replacement. A pretty handy feature, right?Google LENS MUM update


Image Priority

Text content and videos have stayed at the top of the SERP for a while now. Now, images will share the place. Images used to be there. But, they will now be more prominent. If a query requires an image result, the images will be more pronounced. Images will be larger and the SERP will be sort of covered in images.

This might be a good time to work on relevant images for your webpage to stay on top. Speaking of staying on top…Well, there’s a bit of an issue which we will come to later.


Things pop up based on relevance and how do you know what is relevant? Google was not the best picker. It is trying to improve with MUM. It goes deeper into content, especially videos. The closed captions help on determining the relevance of a video for a particular query.

Now, video recommendations will be better than ever with videos being analyzed more deeply.

Also, there is a hierarchy order when it comes to queries. Content, video or image? Well, depends on each query. A query that goes: “How to…” might give you more video results while something that has ‘inspiration’ or ‘reference’ in it might bring up more image oriented results.

Updated features with new names

We’re all familiar with people also ask section in the Google SERP. With the complete implementation of MUM, this section will become ‘Things to know’. From the name itself, we can see that it goes beyond a few inquiries. It gives you an opportunity to know all that is essential about a subject.

Similarly, the ‘Related Searches’ will become ‘Broaden This Search’ and ‘Refine This search’. Well, there isn’t much of a difference in this section except that the options from where to go after your initial query will be more refined. It won’t stick to a particular thing and limit you but, broaden horizons for searching.

Google MUMThe suggestions are confident which is great. If it’s something that seems worthwhile, you can know more about it. If not, you can carry on regularly browsing.

The good old links

Well, links have always been the core of the browsing experience. This changed with the introduction of featured snippets. And, with progress (MUM), the links have been pushed farther down the page. With the featured snippets, Google cut down on the initial ten links and with MUM, the links will be sidelined.

This takes us back to the staying at the top thing. Well, with the links being pushed down by information filled snippets, links will attract lesser people. People browse for information and when they get precisely and concisely the information they seek, they will no longer need the links.


With MUM Google will be more versatile than ever. The context of a query will play a huge part in MUM. Two people looking up the exact same thing in different contexts will be presented with entirely different Search Engine Results Pages (SERPs).

What makes this ‘context’? Your search history, location history, preferences, etc. Which Google can collect makes up this context.

To be or not to be featured

With Google becoming more Wiki-oriented, i.e., focused on information, rankings wouldn’t matter. You will either be featured or not. It is the content that matters. Earlier, the SERP was based on keywords and the frequency of keywords determined the position of a link on the SERP.

Things have evolved and clear, concise content takes priority over content filled with keywords. This is because of the conversational tone of questions and Google becoming more information based. Sometimes, Google may analyze and extract only the necessary parts from a link. The thing is to be featured. That is what is important now.

Is SEO a thing of the past?

No. Most definitely not. The core remains the same. Google is not undergoing a drastic change. The base algorithm of analyzing and picking data is the same. It’s just been refined. Newer elements of SEO become more prominent with such a change. SEO, like always, is still a major part of being where you want to be in the SERP.


The thing to do now is appeal to the customer. Your website should be more customer oriented. It should have all the answers to any question that the customer may have. Think as a customer. And answer any question that a customer is most likely to ask. Keep things conversational.

Google Merchant Centre

You should be registered on the Google Merchant Centre if you are running a business. When a customer is searching for products, Google pulls up a handful of products that are verified through the Google Merchant Centre. This is why being registered on the Google Merchant Centre is important.


Things have changed a bit. Things always change. We must embrace change and move forward. If you are worried about all these new changes, fret not. We at TGI Technologies, one of the best Digital Marketing companies in Kerala will help you with any digital hiccup that you might come across. We take pride in being one of the best SEO companies in Kerala. So, if you need a helping hand with the new improvements that come with MUM, don’t forget to give us a call.


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