How Google's BERT and MUM Updates are Shaping the Future of SEO by Shifting Focus to Content Quality and User Intent

BERT: A Shift Toward Understanding Context

Launched in 2019, BERT marked a significant milestone in how Google interprets search queries. The core idea behind BERT is that search engines should better understand the context of words in a sentence, rather than just focusing on individual keywords. This was especially important for longer, more conversational search queries—often referred to as long-tail phrases. Before BERT, Google’s algorithm mainly matched the keywords in a query with content that contained those same words, sometimes leading to less relevant results.

BERT uses a method called "bidirectional training" to understand the full context of words in a sentence. For example, consider the query "how to close a door without making noise." Before BERT, Google might have focused on matching the words "close," "door," and "noise." But BERT enables Google to understand that the user is seeking advice on a specific problem: how to close a door quietly, rather than simply looking for the action of closing a door. This understanding of context allows Google to return more accurate, contextually relevant results that better align with user intent.

For SEO professionals, this means that simply targeting exact keyword matches is no longer enough. Content must now be created with a focus on answering the user's question or solving their problem, written in a natural and conversational manner. To adapt to BERT, content creators should prioritize clarity and user intent over the traditional strategy of keyword stuffing.

MUM: Taking SEO to the Next Level with Multimodal Understanding

While BERT was a game-changer in terms of understanding word context, Google's MUM update, launched in 2021, takes SEO even further by enabling the search engine to process and understand a variety of content types simultaneously—text, images, videos, and more. MUM is designed to handle complex, multi-layered queries that require multiple forms of content to answer effectively.

For instance, MUM can interpret a search query like "best hiking trails near me" and return not only text-based results (such as articles or blogs) but also videos showing trail reviews, images of the trails, and maps. MUM also has the ability to "understand" a query in multiple languages, making it even more powerful in a global context. This allows users to get a more comprehensive and nuanced response to their questions.

For SEO, MUM means that content must be more diverse and comprehensive than ever before. A single-page blog post, for example, may not be enough to fully answer a user's complex query. Content creators must start incorporating multiple formats—text, video, infographics, and images—to provide a complete solution to the user's question. This requires a holistic approach to content creation, where each piece of content complements others to deliver a multi-dimensional experience.

Why Quality and Relevance Are More Important Than Ever

Both BERT and MUM have placed even more emphasis on the quality and relevance of content. Google's goal is to provide users with the most accurate, comprehensive, and helpful information, and these updates ensure that only content that truly addresses user intent will rank well.

1. Depth and Detail: Content should go beyond surface-level answers. For example, if a user is looking for information about how to start a vegetable garden, a brief article about planting seeds won't suffice. Instead, content should cover everything from choosing the right soil to plant care, watering schedules, and pest control, providing a holistic approach.

2. Clarity and Natural Language: Writing content that flows naturally and addresses the user's needs is critical. Overly optimized, keyword-stuffed content no longer ranks as well as content that speaks to the user’s intent in a conversational and clear way.

3. Multimedia Integration: With MUM’s ability to process various types of media, SEO content must incorporate more than just text. Videos, images, and infographics help create a richer user experience and can boost rankings.

4. User-Centered Focus: Finally, content must prioritize what the user truly wants to know. This means answering questions in a way that’s easy to understand, directly addresses the query, and provides actionable insights.

Conclusion

The advent of Google’s BERT and MUM updates has fundamentally reshaped the world of SEO. Rather than focusing solely on keyword optimization, SEO strategies now need to align with user intent, delivering high-quality, comprehensive, and relevant content that answers the user’s query in a natural and clear manner. Additionally, with MUM's ability to process multiple content types, creating diverse content that encompasses text, video, and images is more important than ever.

For SEO professionals and content creators, this shift represents both a challenge and an opportunity. By adapting to these changes and focusing on content depth, clarity, and user-centricity, businesses can ensure they are well-positioned to succeed in this new SEO landscape. With BERT and MUM guiding Google’s algorithm, SEO is no longer just about keywords—it's about understanding and meeting the needs of users in a way that provides real value.