As search engines become more advanced, so do the algorithms and technologies that drive them. Google, the undisputed champion of search, has made some groundbreaking changes in recent years to improve the quality and relevancy of its search results. Two of the most impactful updates to have been released to date are Google's BERT (Bidirectional Encoder Representations from Transformers) and MUM (Multitask Unified Model) algorithms. These updates are transforming how Google understands and processes search queries, making it essential for businesses to adapt their SEO strategies. In this article, we'll explore how these algorithms are evolving and how working with a digital marketing agency in London can help you navigate this ever-changing landscape.

What is BERT and How is It Evolving?


Released in 2019, BERT was a major change in how Google handles and interprets natural language. BERT applies machine learning to recognize the meaning of words in the context of a search query, as opposed to a keyword. This allows Google to now better interpret the intent of lengthy, conversational searches, increasing the accuracy and relevance of search results.

For instance, since BERT, Google is able to differentiate between searches such as "how to cook a healthy chicken recipe" and "healthy recipe chicken" in the past, search engines may have found it difficult to recognize the variation in intent between these types of searches. BERT enables Google to provide more useful and meaningful results by taking the entire context of the words within the search query into account.

As BERT advances, it is becoming better at recognizing nuances, dialects, and local variations in language. The algorithm is also getting better at handling longer, more complex sentences, mirroring how users naturally compose their search queries. For companies, this means that concentrating on creating high-quality, contextually deep content will be even more critical. Well-formed content that mirrors user intent naturally, responds specifically to questions asked, and yields detailed information stands a better possibility of ranking highest.

How MUM is revolutionising the future of SEO


Google unveiled MUM in 2021, an even more sophisticated algorithm that pushes the capabilities of BERT to the next level. MUM is based on a transformer model, like BERT, but is significantly more powerful and flexible. One of MUM's most striking strengths is its multimodal processing capability, i.e., it can understand not just text but also images, videos, and audio.

MUM can transform search by giving users more complete answers to their queries, even if the data is dispersed across various sources. For example, if a user inquires about "the best way to prepare for a marathon," MUM can aggregate data from articles, videos, and images on the web to provide a more complete, well-rounded answer.

Another important feature of MUM is that it can comprehend more languages, enabling Google to serve relevant results in various languages based on a single search. This has enormous business implications for businesses with international ambitions, as they will have to consider localisation more and how to optimise their content to suit various languages and geographies.

How a Digital Marketing Agency Can Guide You Through BERT and MUM

Since these algorithms added complexity, SEO strategies must themselves change. Here's where a digital marketing agency in London can prove to be a goldmine. SEO specialists in such agencies are aware of the changing environment of search engine algorithms and can help businesses adapt to the changes required to remain visible.

1. Optimising Content for User Intent

BERT's capacity to comprehend the intent behind search queries implies that keyword-driven content strategies are no longer sufficient. SEO professionals will collaborate with companies to develop content that not only aims at the right keywords but also matches the intent of users. This entails studying the questions being asked by users and offering in-depth answers that transcend mere keyword optimisation.

2. Developing High-Quality, Multimodal Content

With MUM's capacity to handle different forms of content, a digital marketing firm can assist companies in producing more varied content that includes images, videos, and other media. SEO professionals know how to optimize these assets so that they play a part in the overall SEO plan. Through the production of engaging, multimodal content, companies can increase their possibilities of ranking higher on search results.

3. Reshaping Multilingual Search Results

For international companies, MUM's multi-language processing capability is both a challenge and an opportunity. Businesses can be assisted by digital marketing consultants to optimize their websites to support multiple languages so that their content is localised correctly and aligned to various regional groups of users. This ensures that businesses can engage the attention of various users across the globe and maximise their international SEO strategy.

4. Tracking Algorithm Changes and Making Adjustments

Google algorithms change constantly, and keeping oneself updated on the new developments is important. Digital marketing professionals can assist companies to keep abreast of the latest developments and their strategies. A/B testing, performance monitoring, and regular audits are some of the principal strategies that agencies employ in order to keep businesses at par with their counterparts. 

Conclusion


Google's BERT and MUM algorithms are transforming the manner in which search engines understand queries and provide results. These changes mean that companies must look beyond the old SEO strategies and aim to provide high-quality, contextually sound, and multimodal content. Partnering with a London digital marketing agency can bring the level of expertise needed to deal with these shifts, so your SEO approach is aligned with the new algorithms. Whether it's optimising for user intent, creating diverse content, or adjusting to multilingual search, digital marketing consultants and SEO experts can help businesses remain competitive in the ever-evolving digital landscape.