“If you’re really great on video and you can’t write a blog post to save your life, you can still put that content out there and Google can still serve it in search results.”
There’s a new Google algorithm update coming in 2022… but it’s not as scary as it sounds. It may even be, dare we say, exciting! 🎉
(Well, for us SEO nerds, that is.)
We’ve been keeping close tabs on the latest Google updates for our clients, and we’re especially excited about the newest one: Multitask Unified Model, or “MUM.”
Listen in as our in-house SEO expert, Leah MacDaniel, and Till Agency co-founder Davey Jones discuss what the MUM update (and other SEO trends for 2022) mean for your business this year.
Prefer the read-only version? Keep scrolling!
In this episode…
- [5:20] Leah explains if SEO is even worth it anymore
- [6:20] Can some businesses benefit more from SEO than others?
- [9:22] Leah chats about some of the effects of Google’s 2021 core web vitals roll out
- [14:25] Leah and Davey explain Google’s next big update and what it means for you
- [20:28] Davey explains what you should be doing to prepare for Google’s next update
Leah’s top 5 SEO tips for success in 2022
- [21:03] Tip 1: Understanding searcher intent is more important than focusing on SEO hacks
- [22:41] Tip 2: Looking at broader topics instead of worrying about the separate words that you’re using could make things easier for you
- [28:09] Tip 3: Incorporating multimedia content is becoming more and more important
- [31:21] Tip 4: Why you need a Google My Business profile with up to date and relevant reviews
- [35:55] Tip 5: Google shouldn’t be the only place your business is getting reviews or showing up online
What Is Google’s MUM Update?
MUM stands for Multitask Unified Model, which sounds more complicated than it is.
Basically, MUM means Google will begin incorporating multimedia results in search results. Instead of seeing those typical 10 blue hyperlinks, you’ll start seeing more images, videos, etc.
Fun, right? (Especially for you photographers out there!)
MUM also means Google will begin using AI to connect broader themes and answer more complex questions. What used to require five separate searches may now take only one.
For example, you could search, “I hiked Mountain A. What do I need to do differently to prepare for hiking Mountain B?” — and Google could tell you exactly what you’re looking for.
Essentially, MUM means Google is getting even smarter at delivering the results we want to see. That’s great news for everyone, especially those of us who learn or express ourselves in different ways from the traditional written form of content.
So, when is MUM rolling out?
Some elements are actually already in place, while the full update will complete sometime in 2022. As usual, Google is keeping us on our toes!
Is This Really a Big Deal?
Here’s the thing: people are always freaking out about Google’s updates.
Usually without cause.
Take last year, when that formidable Core Web Vitals update rolled out. Because it prioritized website speed, many businesses feared their rankings would tank if their sites couldn’t load in a split second.
But while you may have seen some shifts in your ranking in 2021, chances are, they weren’t drastic.
Because Google’s intent was never to kick slow sites off the internet.
In 2021, in 2022, and for the foreseeable future, Google’s main goal remains the same: to help people get the info they need, quickly, on sites that are easy to use.
So as long as your website provides your audience with the answers they need (and the experience they want), you shouldn’t have to worry too much about Google’s updates — MUM or otherwise.
(Not sure if your website actually does that? Reach out for a free SEO review!)
What Should I Do to Prepare?
Just because you don’t have to panic about MUM, that doesn’t mean you should sit back and do nothing.
According to our SEO expert Leah, here are the four items you should prioritize in 2022:
- Searcher intent: Stop trying to do “SEO hacks,” and get back to understanding and serving your users — whatever that may look like.
- Broad topic research: Worry less about specific keywords and more about keyword groups, or “entities,” to address the broader question your audience is asking.
- Multimedia content: Go ahead — include photos, videos, audio, and more!
Google My Business: Optimize your GMB profile with recent posts, a clear description of your business, and relevant, up-to-date reviews.
About Davey and Leah…
Davey’s superpower is making connections—whether it’s relationally (the kid loves to network) or connecting ideas. He obsesses over problems until they’re solved, and can’t help but constantly be testing out and learning new things. That’s okay with us because we know those attributes lead to innovation and making sure our client experience is on point.
Leah is an SEO Specialist and Account Manager over at the Till Agency. She was born and raised in the Blue Ridge Mountains of Virginia and has always been passionate about sustainability and the outdoors. She loves teaching folks about things like composting, zero-waste, veganism, leave no trace, and sustainability.
Where to follow Till Agency:
Where to follow Leah MacDaniel:
Interested in working with Till Agency?
Schedule a free discovery call to learn how we can serve your business!