MUM

MUM (Multitask Unified Model) is Google’s most advanced search model to date.
It is designed to understand information across languages, formats, and media types.

MUM moves search from answers → solutions.

Why Google Built MUM

Google found users often:

  • Ask follow-up questions
  • Need information from multiple sources
  • Switch between text, images, and video

A single query can require dozens of searches to fully solve.

What Makes MUM Different

MUM can:

  • Understand text, images, and video together
  • Transfer knowledge across languages
  • Identify deeper intent behind complex questions

Example: A user planning a hiking trip may search about weather, gear, fitness, and safety—MUM connects these into a unified understanding.

SEO Impact of MUM

MUM shifts SEO toward:

  • Topical authority
  • Multi-format content (text + visuals)
  • Comprehensive coverage, not thin answers

Pages that explain the whole problem space perform better than isolated keyword pages.