• How MUM Journeys may be helping Google surface the right search results, AI Overviews and maybe even ads
• How MUM and other language models help Google with things like Google Assistant and Gemini
• Why MUM improves Google’s bottom line, and how you can use it to help improve yours too

Google’s Multi-Task Unified Model or MUM is rarely discussed, but it has been fundamental in changing how Google understands all of the content on the internet. This session is a deep dive into the impact of MUM and how it helps Google limit the processing power needed to return a good search result for a query. Not all queries require the same processing power, and some can be basically the same for everyone who sees them. Cindy will explain how you can leverage this to alter your SEO strategy.