Google Mum Strategies

3 Things You Will Need for Google MUM

READ TIME: 2 min. 51 sec.  


Google’s search engine results page (SERP) is changing. It’s time to adapt or die. 

Responses to advanced queries will be in a format of featured snippets rather than a list of clickable title/description links to URLs. The intent is to make it easier and faster for people to get answers and results from more complex searches.  

Multitask Unified Model, commonly known as “MUM,” reflects Google’s focus on search intent, content quality and user experience. Search will look and feel different as Google’s artificial intelligence analyzes your queries and returns information in both text and images. Digital marketers must adapt to stay ahead of the curve. MUM has already begun rolling out on certain search queries but could be universal any day now.

Focus on these 3 things as you prepare for MUM: 

  • User experience
  • Keyword placement and content 
  • Technical SEO – it’s more important than ever in order to rank high in the SERPs. 

MUM as it relates to Healthcare and Insurance Marketing 

The coming algorithm update changes TruStar Marketing’s SEO recommendations for healthcare and insurance clients.  

Businesses within the healthcare and insurance sector will need to make sure their content is not just authoritative copy, but multimodal if they want it to rank. Optimized images, relevant video and other forms of media will also be required.   

Previously, we focused on creating high-quality content, typically copy, that demonstrates expertise, authority and trustworthiness (E-A-T). With MUM, that content now must include images and videos, which Google’s MUM artificial intelligence will be able to analyze better. The more information you can tell Google about your content, the easier it will be for the search engine to crawl, index, understand and rank your website. That’s why technical SEO, keyword research and schema all remain important. Maintaining things like crawl errors and updating metadata are all part of technical SEO. Keywords and schema are also important because they tell search engines about the content of your website’s page.  

Schema markup can inform an enhanced description also known as a rich snippet, which appears in search results. Demonstrating expertise, authority and trustworthiness in your content and within your schema will help with your organic ranking.  

Rich snippets are essentially enhanced search results. Rich snippets will become more prominent in MUM and contribute to higher search ranking going forward. With the MUM update there will be fewer ways to “finesse” your way to the top of the SERP. Standard practices such as keywords, site speed, Xml sitemaps, and others remain important to rank within the top 10 and contribute to becoming a SERP feature. However, queries will require high quality multimodal content in addition to other previous methods such as keyword research, resolving crawl errors and metadata. Multimodal content is educational content that utilizes diverse methods of sharing information, especially in relation to digital technologies. 

All these changes can become overwhelming. SEO experts can help in this regard, so your business doesn’t get left behind. Falling behind can result in a loss of opportunities, time and revenue.  

TruStar Marketing’s commitment to our values of curiosity, innovation and excellence allows us to adapt to the SEO landscape and provide our clients with the ROI they want when it comes to investing in SEO. To learn more on how we can help you begin your SEO strategy or improve your current one contact us here today!