SEO

Is Google’s MUM A Search Ranking Factor?

Published

3 years ago

February 13, 2022

Is Google’s MUM A Search Ranking Factor?

At Google I/O earlier last year, Google announced that it’s exploring a new technology called MUM (Multitask Unified Model) internally to help its ranking systems better understand language.

Dubbed “a new AI milestone for understanding information,” MUM is designed to make it easier for Google to answer complex needs in search.

Google promised MUM is 1,000 times more powerful than its NLP transfer learning predecessor, BERT.

It uses a model called T5, the Text-To-Text Transfer Transformer, to reframe NLP tasks into a unified text-to-text format and develop a more comprehensive understanding of knowledge and information.

According to Google, MUM can be applied to document summarization, question answering, and classification tasks such as sentiment analysis.

Clearly, MUM is a major priority inside the Googleplex – and something that important to the search team had better on the SEO industry’s radar, as well.

But is it a ranking factor in Google’s search algorithms?

The Claim: MUM As A Ranking Factor

Many who read the news about MUM when it was first revealed naturally wondered how it might impact search rankings (especially their own).

Google makes thousands of updates to its ranking algorithms each year and while the vast majority go unnoticed, some are impactful.

BERT is one such example.

Rolled out worldwide in 2019, it was hailed the most important update in five years by Google itself.

And sure enough, BERT impacted about 10% of search queries.

RankBrain, rolled out in the spring of 2015, is another example of an algorithmic update that had a substantial impact on the SERPs.

Now that Google is talking about MUM, it’s clear that SEO professionals and the clients they serve should take note.

Roger Montti recently wrote about a patent he believes could provide more insight into MUM’s inner workings.

That makes for an interesting read if you want to take a peek at what may be under the hood.

For now, let’s just consider whether MUM is a ranking factor.

The Evidence For MUM As A Ranking Factor

When RankBrain rolled out, it wasn’t announced until some six months afterward. And most updates aren’t announced or confirmed at all.

However, Google has gotten better at sharing impactful updates before they happen.

For example, BERT was first announced in November 2018, rolled out for English-language queries in October 2019, and rolled out worldwide later that year, in December.

We had even more time to prepare for the Page Experience signal and Core Web Vitals, which were announced over a year ahead of the eventual rollout in June 2021.

Google has already said MUM is coming and it’s going to be a big deal.

But could MUM be responsible for a rankings drop many sites experienced in the spring and summer of 2021?

The Evidence Against MUM As A Ranking Factor

In his May 2021 introduction to MUM, Pandu Nayak, Google Fellow and Vice President of Search, made it clear that technology isn’t in play. Not yet, anyway:

“Today’s search engines aren’t quite sophisticated enough to answer the way an expert would. But with a new technology called Multitask Unified Model, or MUM, we’re getting closer to helping you with these types of complex needs. So in the future, you’ll need fewer searches to get things done.”

The timeline given then as to when MUM-powered features and updates would go live was “in the coming months and years.”

When asked whether the industry would get a heads up when MUM goes live in search, Google Search Liaison Danny Sullivan said yes.

Yes, as with BERT, I’m sure we’ll let every know. We won’t be mum on MUM.

— Danny Sullivan (@dannysullivan) May 20, 2021

More recently, Nayak explained how Google is using AI in Search and wrote,

“While we’re still in the early days of tapping into MUM’s potential, we’ve already used it to improve searches for COVID-19 vaccine information, and we’ll offer more intuitive ways to search using a combination of both text and images in Google Lens in the coming months.

These are very specialized applications — so MUM is not currently used to help rank and improve the quality of search results like RankBrain, neural matching and BERT systems do.”

He also added that any future applications of MUM will be subjected to a rigorous evaluation process including paying special attention to the responsible usage of AI.

MUM As A Ranking Factor: Our Verdict

Bottom line: Google doesn’t use MUM as a search ranking signal. It’s a language AI model built on Google’s open source neural network architecture, Transformer.

Google will train MUM as it did BERT on large datasets, then fine-tune it for specific applications on smaller datasets. This is what it’s testing with MUM’s use for improving vaccine search results.

Google has mentioned specific ways in which it may be used in the (near) future, including:

Surfacing insights based on its deep knowledge of the world.
Surfacing helpful subtopics for deeper exploration.
Breaking down language barriers by transferring knowledge across languages.
Simultaneously understanding information from different formats like webpages, pictures and more.

How will you optimize for MUM?

That remains to be seen.

What is for sure: Google search’s intelligence is growing by leaps and bounds.

As Google’s search algorithms become more sophisticated and better able to determine the intent and nuance of language, attempts at trickery and manipulation will be less and less effective (and likely easier to detect).

With an NLP technology 1000x more powerful than RankBrain on the horizon, optimizing for human experience is more important than ever.

If you want to get ahead of MUM, focus on what the content you’re creating means for the people whose needs it is intended to meet.

The machines are inching ever closer to fully and completely experiencing that content as your intended reader/viewer does.

Featured Image: Paulo Bobita/Search Engine Journal

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Related Topics:Factor Googles MUM Ranking Search

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SEO

Best Practices For Keyword Localization

Published

12 hours ago

October 7, 2024

Max

As brands expand into new international markets, the challenge of running successful PPC campaigns becomes increasingly complex.

Navigating the differences in culture, language, consumer behavior, and market dynamics requires a more nuanced approach than simply translating ads.

For PPC marketers using platforms like Google or Microsoft Ads, it’s critical to adapt campaign strategies for these global audiences.

This article will cover best practices for optimizing international PPC campaigns, with a specific focus on keyword localization.

We’ll explore four key themes that can drive more successful international PPC results:

Keyword localization.
Geo-specific bid adjustments.
Market-specific creative adaptation.
Leveraging automation tools for international scaling.

1. Keyword Localization: Translating Intent, Not Just Language

Keyword localization is a cornerstone of international PPC success, but it’s often misunderstood as a simple translation exercise.

When translating keywords from one language to another, it’s not a “2+2=4” equation most of the time.

In reality, it’s much more complex.

Keyword localization involves understanding the intent behind searches and adapting keywords to match the local language, cultural context, and user behavior.

Steps To Effective Keyword Localization

Market Research: Before diving into translation, research how consumers in the target country search for products or services. This involves understanding search intent, popular terms, slang, and regional dialects.
Translation with a twist: Work with native speakers or linguists familiar with the market. Tools like Google Translate can give you a starting point, but they won’t capture cultural subtleties. Manual keyword research in local search engines is vital.
Use local search engines: Google may dominate globally, but other regions may favor different search engines. Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends. Tailor your keywords to the dominant platform in each market.
Test and optimize: International markets are fluid. What works in one month might need refinement in the next. Regularly review performance and optimize based on search trends, conversion data, and shifting customer behaviors.

For example, in Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart.

However, further research might reveal that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) performs better depending on user intent.

2. Geo-Specific Bid Adjustments: Tailor Bids For Performance By Region

International campaigns are prone to fluctuations in performance, driven by differences in local competition, purchasing power, and user behavior.

Geo-specific bid adjustments allow you to tailor your bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).

Below are some best practices for geo-specific bidding:

Analyze Regional Performance: Use data to assess performance on a country or even city level. Look for patterns like higher conversion rates in certain regions and adjust bids accordingly. This is especially important in diverse markets where sub-regions may perform differently, like the UK or Canada.
Adjust Bids Based on Currency Value and Buying Power: Regions with lower purchasing power or fluctuating currency values may require different bid strategies. In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
Consider Time Zone Differences: Adjust bids based on peak performance hours in each time zone. A broad international campaign can benefit from time-based adjustments that ensure ads show during peak periods in each country.

For instance, if your campaign targets both New York and Berlin, you may find that your peak performance hours vary drastically, necessitating different bid adjustments to maximize efficiency.

In this instance, it’s likely worth segmenting your campaigns by region to account for maximum return on investment or ROI in each region.

In larger enterprise accounts, most regions have different audience sizes, which require different budgets.

If your brand falls into that category, it may be worth creating a separate Google Ads account per region, which can roll up into one MCC account for easier management.

3. Market-Specific Creative Adaptation: Speak The Local Language Through Ad Copy

One of the most common mistakes in international PPC campaigns is failing to adapt ad creatives to local contexts.

Just as keyword localization requires cultural adaptation, ad creatives must be tuned to resonate with local audiences.

A few approaches to localized creative to think about include:

Ad Copy and Messaging: Localize ad copy to reflect cultural preferences, holidays, humor, and common phrases. Avoid literal translations that may miss the mark. Collaborate with local copywriters who understand the nuances of language and sentiment.
Visual Adaptations: Imagery that works in one region may not resonate in another. If your ad visuals feature people, clothing, or settings, make sure they align with local norms and expectations.
Calls to Action (CTAs): CTAs should be adapted based on local shopping behaviors. In some regions, urgency works well (“Buy Now”), while in others, a softer approach may perform better (“Learn More” or “Discover”).

For example, a successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.

4. Leveraging Automation Tools For International Scaling

Managing international PPC campaigns across multiple markets can quickly become overwhelming.

Automation tools, both native to ad platforms and third-party solutions, can help streamline campaign management while still allowing for localized control.

Automation Tactics To Help Scale International PPC Campaigns

Smart Bidding: Utilize Google or Microsoft’s automated bidding strategies tailored to individual market performance. Smart bidding leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
Dynamic Search Ads (DSAs): Dynamic Search Ads can help expand your reach by automatically generating ad headlines based on your website’s content. For international campaigns, ensure that your website is properly localized to ensure the DSAs serve relevant, accurate ads.
Automated Rules and Scripts: Set up automated rules or scripts to adjust bids, pause underperforming keywords, or raise budgets during peak times. For example, you might set rules to increase bids during holidays specific to individual regions, like Singles’ Day in China or Diwali in India.

Automation tools should be used to complement your manual efforts, not replace them. While they can help manage large campaigns more efficiently, regular oversight and optimization are still essential.

A Holistic Approach To International PPC Success

Expanding into international PPC campaigns presents both challenges and opportunities.

Success depends on taking a holistic approach that incorporates keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.

By adapting your strategies to each specific market, you’ll be able to tap into the unique search behaviors, cultural nuances, and competitive dynamics of global consumers.

Remember that the global PPC landscape is constantly evolving, and regular monitoring, testing, and optimization will be key to staying ahead of the competition.

Whether you’re managing campaigns in-house or as part of an agency, these best practices will help you optimize your international PPC efforts and drive better performance across borders.

More resources:

Featured Image: Mer_Studio/Shutterstock

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SEO

Google’s AI Overviews Avoid Political Content, New Data Shows

Published

1 day ago

October 6, 2024

Max

Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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SEO

Executive Director Of WordPress Resigns

Published

2 days ago

October 5, 2024

Max

WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.

Read the official announcement:

Thank you, WordPress

Featured Image by Shutterstock/Wirestock Creators

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