10 Ways Google MUM Will Change SEO in 2024

Google’s Multitask Unified Model, affectionately known as MUM, is poised to revolutionize SEO in a manner akin to the seismic shifts once brought about by algorithm updates like Panda and Penguin. This is no mere tweak to an existing formula; it’s an overhaula quantum leap forward in search technology. With an AI so nuanced it can understand nuances across languages without skipping a beat, MUM is not merely a game-changer. It’s the harbinger of a new era in search engine optimization.

Allow me to guide you through the labyrinth of SEO’s future. This is not based on speculative chatter but grounded in the gritty reality of the digital marketing trenches. So let’s delve deep into the 10 ways Google MUM will change SEO in 2024.

1. User Experience Will Be a Top Priority

Remember when user experience (UX) was the cherry on the cake rather than the cake itself? Those days are gone. With MUM, Google is sharpening its focus on delivering an exemplary user experience. We’re not just talking about pretty interfaces here; we’re speaking of an intuitive journey from query to content consumption.

I recall the time when a client of mine overlooked UX, only to watch their traffic dwindle despite top-notch content. Post-MUM, the stakes are even higher. Google is now adept at understanding user intent and satisfaction in ways that make UX a primary ranking factor. Websites that fail to provide an exceptional UX will find their rankings suffering for it.

Insider Tip: Invest in UX research and design. The return on investment isn’t just a better user retention rate; it’s also a stronger standing in the SERPs.

2. Core Web Vitals Will Be a Ranking Factor

Core Web Vitals, Google’s set of metrics related to speed, responsiveness, and visual stability, are now non-negotiable. With MUM, the importance of these metrics is amplified. Pages that load like molasses or jerk around while users are trying to interact with them are on the fast track to obscurity.

A study I came across recently, conducted by a leading SEO tool provider, indicated that pages ranking in the top 10 of Google’s SERPs had 70% better Core Web Vitals scores than those languishing beyond the second page. The message is clear: optimize or perish.

Insider Tip: Regularly audit your site’s performance with tools like Google’s PageSpeed Insights to stay ahead of the curve.

3. Page Experience Will Be a Ranking Factor

MUM isn’t just assessing the quality of content but the environment it lives in. Page experience encapsulates a slew of factors including mobile-friendliness, safe browsing, HTTPS, and intrusive interstitial guidelines. It’s not enough for your website to have the information users need; how they receive that information is equally important.

In my experience, I’ve seen websites climb or fall in rankings based on these elements alone. The lesson? Page experience is not a checklist; it’s a commitment to your audience.

Insider Tip: Conduct comprehensive page experience audits to ensure you’re not just compliant, but exemplary.

4. Google Passage Ranking Will Be a Ranking Factor

MUM’s ability to index and rank specific passages within a page rather than the page as a whole is nothing short of revolutionary. It enables Google to surface content that might otherwise be buried under less relevant information.

This feature has dramatically changed how I approach content structure. No longer do I focus solely on the page’s topic at large; I give every passage the attention it deserves, knowing that any one of them could be the ticket to ranking for a specific query.

Insider Tip: Craft your content with clear, focused sections that can independently provide value to specific queries.

5. Google MUM Will Change the Way We Do Keyword Research

Gone are the days when keyword research was just about finding the right terms in English. MUM’s multilingual capabilities mean that it understands concepts across 75 languages. This expands the keyword research landscape exponentially.

I’ve personally seen the impact of this shift, having worked with a client whose content skyrocketed in SERPs after we incorporated multilingual keyword strategies. The takeaway? Think global, even if you’re local.

Insider Tip: Use keyword research tools that provide insights into trends across different languages and regions.

6. Google MUM Will Change the Way We Do Content Marketing

Content marketing, in the age of MUM, is about diversityof mediums, formats, and perspectives. With MUM’s sophisticated understanding of information, it’s no longer just about what you say but how and where you say it.

Content isn’t just king; it’s the entire kingdom. I’ve seen businesses thrive by diversifying their content across videos, podcasts, and articles, catering to MUM’s omnivorous information appetite.

Insider Tip: Experiment with various content formats and monitor their performance to identify what resonates best with your audience and MUM.

7. Google MUM Will Change the Way We Do SEO

SEO isn’t dead; it’s evolving. MUM demands a nuanced approach where context is king. The scattergun approach to SEO is a thing of the past. Now, it’s about understanding the subtleties of human language and the complexities of user intent.

I’ve advised numerous clients to shift from keyword stuffing to topic authority, with MUM rewarding those who provide comprehensive, authoritative content that serves the user’s intent.

Insider Tip: Embrace semantic search principles and focus on building topical authority in your niche.

8. Google MUM Will Change the Way We Do Local SEO

Local SEO is becoming more intuitive and interconnected, thanks to MUM. It’s no longer just about the right local keywords but about fully understanding local user behaviors and preferences.

I’ve seen the benefits firsthand when optimizing for local intentbusinesses that adapt their content to local idioms, landmarks, and cultural nuances see a marked improvement in local search visibility.

Insider Tip: Tailor your content to local nuances and ensure your local listings are rich with information and up to date.

9. Google MUM Will Change the Way We Do International SEO

MUM’s capacity to understand and translate across languages promises to throw open the doors to international markets like never before. International SEO now requires an intricate balance between global messaging and local nuances.

Leveraging MUM’s capabilities, I’ve helped clients expand their reach into new markets by creating content that resonates on a local level while maintaining their brand’s global voice.

Insider Tip: Engage with native speakers for content creation and cultural insights to ensure authenticity in your international SEO efforts.

10. Google MUM Will Change the Way We Do E-A-T

Expertise, Authoritativeness, and Trustworthiness (E-A-T) are now more critical than ever. MUM’s analytical prowess means it can dissect the credibility of content at an unprecedented scale. This makes it imperative for websites to showcase their expertise and authority through quality content and trustworthy backlinks.

In my role as a digital marketing consultant, I’ve stressed the importance of E-A-T to clients, and those who heeded the advice saw their content gain prominence in a MUM-influenced search landscape.

Insider Tip: Bolster your E-A-T by featuring expert authors, obtaining high-quality backlinks, and ensuring your content is factually accurate and up to date.

In conclusion, Google MUM is transforming SEO from a mechanical task to a dynamic art form. It’s not just about keeping up with SEO trends; it’s about anticipating the ripples of change and riding the wave with agility and foresight. The ten aspects I’ve outlined here are just the beginning. As a digital marketing sage, my parting advice is to remain ever-curious, ever-learning, and ever-adaptive in this fast-evolving digital ecosystem. MUM is not the end of SEO as we know it. It’s a new chapter, rich with opportunity for those willing to embrace the change.


Who should keep up with SEO trends?

Anyone involved in online marketing should keep up with SEO trends.

What are some effective ways to keep up with SEO trends?

Following industry blogs, attending webinars, and networking with other SEO professionals are effective ways to keep up with SEO trends.

How often should I update my SEO strategy to reflect new trends?

It’s recommended to review and update your SEO strategy at least every 6 months to reflect new trends and changes in search engine algorithms.

What if I don’t have time to keep up with SEO trends?

Consider outsourcing your SEO efforts to a professional who stays up-to-date with the latest trends and best practices.

How can I stay ahead of the competition in terms of SEO?

Staying ahead of the competition in SEO involves continuous learning, experimentation, and adaptation to the latest trends and updates in search engine algorithms.

What if I don’t see immediate results from following SEO trends?

SEO is a long-term strategy, and it may take time to see results. Consistently following SEO trends will help improve your online visibility over time.

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Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.