Google’s August SEO ‘helpful content update’ & MUM

In May 2021 Google announced their MUM (Multitask Unified Model) update, it was then in the following June that it launched. MUM succeeded Google’s BERT, a “transformer-based machine learning technique for natural language processing”. Whereas its predecessor was based on several trained models for individual tasks, MUM aimed to use a single model for page indexing, information retrieval, and SERP ranking. What this promised was a streamlined performance returning comprehensive results for Search users. Looking back, this prompts us to ask: what has MUM given us so far, did MUM herald a shift in SEO, and what further efforts has Google made since? Well, now that the dust has settled, and with Google’s introducing their “helpful content update” in August 2022, it feels like a good time to address these questions.

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Joaquin Morales 9th September 2022 0 Comments

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