What Does Google MUM Mean To eCommerce Marketers?
At their recent Google Search On event, Google unveiled a TON of search-related improvements that will be rolled out during the next few months.
We believe the most important thing was something they call MUM or Multitask Unified Model. This new piece of technology is aimed at better understanding our language to provide more helpful responses. In other words, they want to reduce the gap between what we type when performing searches and what we really need. Those trained in the arts of Google-Fu know that you need to speak “keyword-ese” if you want to get specific results from searches.
You might think they already addressed this problem when they released BERT back in 2019. It was a network-based technique that allowed anyone to train a question answering system. It kind of worked as people could input more conversational queries, and allowed Google to “understand” context and analyze prepositions. All fine and dandy, but it didn’t really change how eCommerce marketers designed their content strategies.
However, during their presentation dedicated to MUM, Google showed how different this new model is when compared to anything we have seen before.
First, the Big Tech giant stated that MUM is at least 1000 times more powerful than BERT. It not only understands contextual language but is also capable of generating language. The model takes into consideration text and images. Google stated that it will add audio and video modalities in the future. With Google’s deep knowledge of our world, it is capable of understanding information across types, generating original insights or subtopics for the searcher.
What does it mean for eCommerce Marketing Experts?
Google searches will include new features to their user interface section. These will display many types of information to help users understand the results they get or even help them find the search path that is right for them. Let’s look at some of these features.
About This Result
MUM will allow Google to understand what a website or page is about and generate content that the searcher will be able to read before entering a page. This will affect meta titles or even replace them altogether. Search results will include accurate descriptions of the site based on what it says about itself. Moreover, searchers will be able to know more about what others have said about the site, being able to have a detailed background before clicking.
This calls for a completely different eCommerce marketing approach when creating website content. We will probably see a switch towards contextual product descriptions and even circumstantial content where your copy or pictures change according to factors such as season, location, or even the news cycle.
Things To Know
When you use a keyword or perform a search, Google usually has a hard time guessing what you really want to know. This new feature will present the user with all the different dimensions related to the topic and what people typically search for when using the same terms. So, instead of going to the dreaded page two of searches when you don’t see adequate results, you will be able to choose a search path that is right for you.
It is more than a nifty feature that will certainly help knowledge-thirsty users like us. Digital marketers that refine their keyword strategy and content copy, will greatly benefit from this feature as it will help deliver higher-quality leads.
Refine This Search & Broaden This Search
When I saw this feature in action it reminded me of a typical zoom-in/zoom-out feature but for content. It is basically a supped-up related search section that helps the user refine their search journey.
Shoppable Google Search
This is a real game-changer that has the potential of putting severe pressure on social media marketing. The feature allows users to shop directly from search results without even entering the store. Products are presented in different formats such as images and video. When combined with their new In-Store Inventory feature, users will be able to experience in-person-like online shopping from their mobile devices. Google will display “in-stock” products from stores located nearby, so users know what they have on their shelves right this moment. This feature was launched on September 29th in select markets. For now, it is available in the U.S., U.K., Australia, Denmark, Canada, France, Switzerland, New Zealand, Norway, Sweden, Germany, Japan, Austria, and Brazil. But it is expected to roll out in more countries in the near future.
The Shoppable Google Search certainly looks like a direct contender for other platforms such as Instagram and Facebook. It also presents new opportunities for eCommerce businesses focused on local SEO as they can effectively market their products to audiences ready to walk into their store and make a purchase.
These new features will surely rock the SEO boat in the next months, and we are certain eCommerce growth will greatly depend on our understanding of new technologies. If you want to stay on top of the latest news or want to hire the best eCommerce marketing experts, visit Genius eCommerce and start your path towards success today.