Google MUM stands for Multitask Unified Model and is the new technology of your favorite search engine for answering complex questions that do not have direct answers by evaluating content and photos for now and adding audio and video in the coming years.

The algorithm was introduced in May 2021 and naturally caused great excitement in SEO circles due to the claim of the search engine that the new language model (which understands 75 languages) is 1000 times more powerful than BERT, which operates from 2019.

MUM is a kind of improved version of BERT, answering complex related questions, reducing the number of searches. For example, you are in Greece and looking for a Greek translator to translate a “birth certificate” or a “high school diploma” from Greek to Bulgarian. With this keyword, MUM's response, in addition to showing translation and legalization agencies from and into Bulgarian in the city of Athens, can give information about “online translator”, "google translate," "translator jobs", "translation dictionaries" , "Court interpreters", or google play apps for bilingual conversation. In addition, the algorithm can show recommended related subtopics that it has found in videos, photos, or articles on sites.

What does Google want to achieve with multimodal search?

Google MUM is trying to figure out:

1. What people want to see
2. Which satisfies their request
3. Which content has the most engagement
   

MUM is artificial intelligence (AI) technology designed to make search engines smarter, understand what content is looking for in 75 languages, and provide related answers, satisfying the user experience as much as possible. The customer is king for Google, in addition to being a commodity that trades personal data, ads and consumer behavior.

What is the attitude of Google MUM towards SEO experts?

In all likelihood, the development of super-strong artificial intelligence that can comprehend 75 languages will have an impact on the SEO industry, including SEO agencies that provide SEO optimization as a service to their customers, SEO gurus who speak about optimizing conference websites, and owners of business websites and online stores that sell goods and services online.

Google MUM Neural Information Network

All participants in the SEO business in the last six months have experienced changes in:

1. Removing the language barrier
2. Simultaneous understanding of complex tasks
3. Using GPT-3 (Generative Pre-trained Transformer 3) language model creates text that is difficult to distinguish from written by a man.
   

Multimodality The Human Intelligence System connects information in various formats (text, photos, video) and provides information that can be frightening.

When I photograph my dog (a french bulldog) with my smartphone and Google Lens, I can receive information about the breed as well as an offer to purchase food for dogs with white fur or whether it is appropriate to accompany them to Vitosha, as well as suggestions for mistakes and accessories to purchase for him.

Artificial intelligence is now a reality, thanks to recent developments.

Even if it may seem absurd, Google already can provide us with goods and services, direct our attention to things we believe are important to us, mercilessly restrict any free information or viewpoint that differs from his own, and skillfully deal with disinformation and "fake news."

Maybe we are one step ahead, to vote for us and determine the right politicians who will decide the fate and lives of all of us. Artificial intelligence is a formidable weapon and a greater challenge to humanity than nuclear weapons.

I think Google MUM is a revolution with tremendous power in:

1. Multilingualism and intercultural communication
2. Multitasking
3. Multimodality and our ability to absorb new knowledge

We are approaching work at the level of the human brain.

Like any new technology, it is normal for MUM to ask for the necessary technological time to work with the available information and start producing sufficient financial resources for its creation.

SEO copywriters, as part of content creators, already use software such as:
• Jarvis
• Grammarly
• texta.ai
• Rytr
• Writesonic

This helps them in their daily work to create unique and useful content to be ranked on the first page of Google SERP.

Whether all participants in the SEO business will "play" according to the "white hat" rules remains to be seen, but GPT-3 is already writing poetry, music and code.

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European Center for Language Translation