Author: ucavik@gmail.com

Introduction

In May 2021, Google introduced a groundbreaking algorithm known as MUM—Multitask Unified Model—during its I/O conference. This update is more than just another ranking tweak; it’s a quantum leap in how Google understands search intent and delivers information. MUM is designed to understand complex queries, process information across multiple languages, and provide more intuitive, human-like responses. Let’s explore what MUM is, why it was needed, how it works, and the transformation it has brought to search.

What is MUM?

MUM (Multitask Unified Model) is a multimodal AI algorithm built on a transformer architecture similar to BERT but 1,000 times more powerful. It is capable of:

• Understanding language across 75+ languages
• Generating content (not just understanding it)
• Processing multiple modalities such as text, images, and eventually video and audio
• Performing multitasking: answering complex queries that require combining knowledge from multiple sources.

MUM is trained across many tasks at once, allowing it to develop a more nuanced understanding of both search queries and web content.

Why Was MUM Needed?

Prior to MUM, Google used BERT (2019), which significantly improved Google’s understanding of natural language. But even BERT had limitations in:

• Handling complex queries (e.g., “I’ve hiked Mt. Adams and want to hike Mt. Fuji next fall. What should I do differently?”)
• Understanding non-English content when the query is in English.
• Navigating multimodal content like images or maps with embedded text.

A Google study showed that people need an average of 8 queries to complete complex tasks. MUM aims to reduce this to one conversation.

The Evolution of Google’s Understanding Algorithms

MUM isn’t just a ranking tool—it’s a knowledge integration engine.

How MUM Transformed Google Search

1. Multilingual Knowledge Transfer

MUM can learn from sources in other languages and apply that knowledge to English queries. For example, it can read research papers in Japanese and answer English-language questions using that content.

2. Multimodal Search

Google Lens integrated MUM to allow users to take a picture (e.g., of bike parts) and ask a question like, “How do I fix this?” This multimodal capability was impossible with earlier algorithms.

3. Fewer Queries, More Context

Instead of typing follow-up queries, MUM understands contextual layers within a single question. Google now recommends “Things to know” and deeper subtopics automatically.

4. Search Redesign Features Using MUM

• Things to Know
• Topic Zoom (e.g., zoom in to subtopics or out to broader concepts)
• Visual Explorations
• Video Moments (automatically suggest moments in videos based on intent)

Real-World Applications & Examples

📷 Google Lens + MUM: Snap a photo of a hiking boot and ask, “Can I use this for Mt. Fuji hike?”

🌐 Cross-language support: Use Polish articles to answer questions posed in Spanish.

🔍 Travel: “Best time to visit Kerala for houseboat tours” now leads to a rich blend of weather data, local news, and curated travel blogs.

Benefits of MUM

Genuine Statistics & Impact

1000x more powerful than BERT in terms of training parameters.

Covers 75 languages, improving global accessibility.

As per Google’s internal testing, MUM has shown a dramatic increase in precision for complex queries, though exact precision rates are proprietary.

Featured in Google Lens updates and Passage Ranking improvements since 2022.

Conclusion

Google’s MUM algorithm marks a pivotal moment in the evolution of search. By incorporating natural language understanding, multilingual capabilities, and multimodal learning, MUM is reshaping how we interact with the web. For marketers, content creators, and everyday users, the future of search is no longer keyword-based—it’s context-based, intent-focused, and rich in multidimensional intelligence.

Search engine optimization (SEO) is no longer just about using the right keywords—it’s about using the right words together. That’s where semantic proximity comes in. It refers to how closely related words and phrases appear in your content—and it plays a major role in how Google understands what your page is really about.

Let’s break this down in simple terms and see how it can help your website rank higher.

Gone are the days when you could rank high by stuffing your page with exact-match keywords. Google has evolved. Thanks to advanced Natural Language Processing (NLP) models like BERT and MUM, it can now understand the meaning, tone, and relationships between words.

Instead of focusing only on keywords like “healthy breakfast,” Google now looks at how well your content covers related concepts—such as:

• “morning energy boosters”
• “oatmeal recipes”
• “coffee alternatives”
• “light exercise routines”

When these related phrases appear naturally in your content and support the main topic, Google sees your page as more contextually relevant.

Semantic proximity measures how closely related terms appear to each other within a page. For example:

A page that talks about “plant-based diets,” “vegan recipes,” and “meat substitutes” within the same paragraph shows strong semantic proximity.

This signals to Google that the page provides comprehensive, in-depth information, improving its chances of ranking for multiple related queries.

Suppose you’re writing a blog titled “How to Wake Up Energized Without Caffeine.”
A keyword-focused article might overuse “wake up energized.” But a semantic-rich article would include:

• Natural phrases like “coffee-free morning tips”
• “Benefits of cold showers”
• “Energy-boosting breathing exercises”

This broader context not only helps readers, but also aligns with how Google now processes and ranks content.

Google holds patents (like US9449105B1) that describe how it uses context and word co-occurrence to better understand content. The idea is simple: if certain terms appear together in trusted sources, and your page mirrors that, it signals authority and relevance.

Here are a few actionable tips:

1. Do Topic Research, Not Just Keyword Research
   Think about what related questions or terms your audience might look for.
2. Group Related Phrases Together
   Keep semantically linked ideas close within your paragraphs.
3. Write for People, Not Just Google
   Natural language and logical flow are key—avoid robotic writing.
4. Use Tools Like Google’s “People Also Ask”
   These are great sources of related queries you can include.

If you want your pages to rank higher in today’s SEO landscape, it’s time to move beyond keywords and embrace semantic proximity. By naturally incorporating related terms and covering your topic in a more holistic way, you’re giving both your readers and Google exactly what they want.

JavaScript SEO is crucial for ensuring that dynamic content is accessible and indexable by search engines. In this guide, we’ll explore common pitfalls and how to avoid them.

If your website is built using a modern framework like React, Angular, or Vue, you’re in great company. These tools help developers create sleek, interactive websites that feel like apps.

But here’s the problem most people don’t realize:
These sites can look great to your visitors — but completely invisible to Google.

That’s where JavaScript SEO comes in.

In simple terms, JavaScript SEO is about making sure your website can be properly seen, understood, and indexed by Google and other search engines — even if it’s built using JavaScript.

Websites that rely heavily on JavaScript may not always load content in a way that Googlebot (Google’s search engine crawler) can read easily. This can lead to your pages being ignored or ranked lower in search results.

Think of Googlebot as a visitor who’s trying to read your website.

On traditional websites (built with plain HTML), everything is visible right away — like opening a book and seeing all the pages.

But on JavaScript-heavy websites, the content is hidden behind a curtain, and that curtain only opens after a lot of behind-the-scenes loading and script execution.

If Googlebot can’t wait around for all of that to happen, it might leave without ever seeing your content.

This means:

• Your website won’t appear in search results
• Potential visitors won’t find you
• You could lose traffic, leads, and sales

Google gives each website a “crawl budget” — this is the number of pages it’s willing to look at during each visit to your site.

If your site is complicated or slow to render, it wastes that budget, leaving some pages unvisited and unindexed.

Here are five common ways JavaScript-heavy sites waste crawl budget:

1. Content Loads Too Late

Some websites load content after the page appears. This can be fine for humans, but not for search engines. If Googlebot doesn’t wait long enough, it misses the content entirely.

2. No Server-Side Rendering (SSR)

This is a technical way of saying:

“The content isn’t ready when the page first loads.”

Without SSR, Googlebot sees only a blank template. Even though the content appears later for users, Google may miss it.

3. Improper Page Linking

Navigation buttons or dynamic menus built with JavaScript often don’t use traditional links. Googlebot relies on proper links (<a href="">) to find new pages. Without them, your content is stranded.

4. Infinite Scroll Without Proper Structure

Some websites keep loading more content as you scroll. But guess what?
Google doesn’t scroll like we do.

If your content isn’t divided into proper pages or sections with links, Googlebot will miss it.

5. Heavy Scripts and Loading Errors

If your website uses lots of big JavaScript files, or if those files are broken, it slows everything down. Googlebot may time out or skip the page entirely.

You don’t need to be a developer to take action. Here are a few simple steps to make sure your JavaScript site stays SEO-friendly:

• Ask your developer about using Server-Side Rendering (SSR) or pre-rendering for key pages.
• Make sure all content pages have real, clickable links.
• Use tools like Google Search Console or Mobile-Friendly Test to see what Google sees.
• Keep scripts and pages lightweight and fast.
• Ensure content loads quickly and reliably.

JavaScript can power beautiful, modern websites — but if search engines can’t see your content, it’s like building a billboard in the desert.

By understanding the basics of JavaScript SEO and how crawl budget works, you can avoid hidden problems that quietly kill your traffic. You don’t have to become a programmer — you just need to ask the right questions and use the right tools.

Google’s Search Generative Experience (SGE) is here—and it’s changing the SEO landscape fast.

Instead of ten blue links, users now see AI-generated answers right at the top of the search results. While it sounds helpful for users, it’s a big challenge for businesses and SEO professionals: fewer clicks, less visibility, and tougher competition for organic traffic.

So, what can you do?

Here’s a practical, easy-to-follow guide to help you stay visible, build trust, and keep growing—even in the SGE era.

SGE prefers credible, comprehensive sources when generating responses. That means your website needs to show depth, not just breadth.

What to do:

• Create content clusters (pillar pages + supporting posts) on core topics.
• Cover every angle of your niche with guides, tips, tools, case studies, and FAQs.
• Example: Instead of just one post on “email marketing,” build a hub with articles on segmentation, automation tools, copywriting tips, analytics, etc.

💡 Goal: Become the source that SGE pulls its answers from.

Google’s AI often sources content from featured snippets, so aim to be in “position zero.”

How to optimize:

• Use clear H1-H3 headings, and answer queries in 1-2 concise lines.
• Include bullet lists, tables, and step-by-step guides.
• Add structured data (schema markup): FAQs, How-Tos, Reviews, etc.

📌 Tip: Use tools like Google’s Structured Data Markup Helper to create rich snippets easily.

✅ 3. Humanize Your Content with E-E-A-T

Here, E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. SGE favors real-world experience, not generic fluff. Google’s E-E-A-T guidelines now put Experience front and center.

What to do:

• Share your personal results, case studies, or hands-on experience.
• Include author bios, mention credentials, and link to your profiles (LinkedIn, Twitter).
• Use real images, client stories, testimonials, and process breakdowns.

✍️ Write like a human who’s done the work—not an AI summarizer.

With SGE eating up unbranded clicks, it’s time to build a brand people search for directly.

Steps to try:

• Promote your blog, podcast, or YouTube channel consistently.
• Encourage readers to search for terms like in my case I should optimize for, “Vin Writes SEO tips” or “Vin Writes Data Science articles.”
• Run email newsletters, social media campaigns, and webinars to increase awareness.

🧠 Rule: If users don’t remember your name, Google won’t either.

SGE is just the start. Search is becoming multi-platform. Don’t wait to lose traffic—own your audience.

Channels to focus on:

• Email marketing – your safest bet for long-term reach.
• YouTube – Videos often appear in SGE results and Google Discover.
• LinkedIn or Medium – great for B2B content.
• Reddit, Quora, and niche forums – build authority outside Google.

🚀 Grow your traffic pie instead of fighting for a shrinking slice.

You can’t control Google, but you can control how you respond.

What to track:

• In Google Search Console, monitor CTR drops and changes in impressions.
• Compare traffic from top pages before and after SGE rollouts.
• Watch which content still performs and why—then replicate that success.

🧩 SEO is no longer set-and-forget. It’s test, track, and tweak.

The rise of SGE doesn’t mean SEO is dead—it means SEO is evolving.

Yes, the game has changed. But those who:

• Build topical authority
• Optimize for snippets
• Focus on real experience
• Build a brand
• And diversify channels

…will still win in the long run.

1. Search Generative Experience (SGE) Is Reducing Organic Clicks
With the global rollout of Google’s Search Generative Experience (SGE), AI-generated answers now dominate top of the google search results space.This evolution is dramatically reducing traditional blue link visibility.

Why It Matters:
Even for queries with high commercial intent, users are finding answers directly in the SGE response. Early Google Search Console data shows a CTR drop of up to 18% for some transactional keywords post-SGE.

Pro Tip: Use Google Search Console to track your most important keywords and compare how they performed before and after the launch of Google’s AI-powered SGE, so you can spot any drop in clicks or visibility. To help your content appear in AI-generated answers, implement schema markup and include FAQ sections on your pages.

Read More: How to Adapt Your SEO Strategy for Google’s SGE Era And Still Get Clicks

2. Topical Authority Is Replacing Backlink Dependence
Google’s algorithm now gives more weight to content that is deeply informative and clearly written by experts, rather than just focusing on how many backlinks a page has.

In the fitness niche, a small website with a Domain Rating (DR) of just 22 was able to outrank industry giants like Healthline. How?
It used a pillar-cluster content strategy focused on calisthenics workouts.

Domain Rating (DR):
A score (from 0 to 100) that predicts how strong a website’s backlink profile is. Big sites like Healthline often have very high DRs (80+), but that alone isn’t enough anymore.

✅ Pillar-Cluster Strategy:
A method where you:

• Create one comprehensive pillar page on a broad topic (e.g., “Calisthenics Workouts”)
• Support it with several cluster pages covering related subtopics (e.g., “Beginner Calisthenics Routines,” “Calisthenics for Strength,” etc.)
• Internally link these pages to build topical depth and authority.

Action Step: Build topical authority through content silos and internal linking. Group your blog posts into clear, user-focused topic clusters.

Read More: How Google’s E-E-A-T Impacts SEO in 2025: A Practical Guide to Ranking With Trust

3. JavaScript Is Wasting Crawl Budget
More websites are using dynamic frameworks like React or Angular without considering how Googlebot renders them. Poor server-side rendering (SSR) leads to bloated crawl requests and wasted crawl budget.

How to Identify: Run your site through tools like Screaming Frog or PageSpeed Insights.

Pro Tip: If you’re using client-side rendering, adopt hybrid or server-side rendering. Also, monitor crawl stats in Google Search Console under “Crawl Stats” to detect inefficiencies.

Read More: JavaScript SEO Made Simple: Why It Matters and How to Avoid Common Pitfalls

4. Semantic Proximity Has Replaced Keyword Density
Stuffing your content with the same keyword over and over no longer works. In fact, even using exact keyword matches is becoming less important. Today, Google’s advanced language models—like BERT and MUM—can understand the meaning behind your words, the tone you’re using, and how closely related certain words are within your content.

Real-World Example: Web pages that naturally include related phrases—like “energy-boosting morning habits” alongside terms like “coffee alternatives” and “light exercise routines”—are now ranking higher in search results than pages that just repeat the same keyword over and over.

Patent Insight: A Google patent (US9449105B1) highlights how analyzing the context and co-occurrence of words can improve the understanding of user search queries, leading to more relevant search results.

Read More:📈 Why “Semantic Proximity” Is the Secret Sauce to Higher Google Rankings

5. Old SEO Rules Don’t Work Alone—Now You Need to Test What Actually Works
Search results today are highly personalized, and tools like Google’s SGE show different results to different users. That means old, one-size-fits-all SEO strategies aren’t enough anymore.

What You Should Do:
Start testing different parts of your pages—like titles, meta descriptions, and internal links—using tools such as SEOTesting.com, SplitSignal, or even by setting up simple A/B tests on your own site.

Real Example:
A website increased its click-through rate (CTR) by 12% just by testing question-style titles instead of keyword-heavy ones on their blog pages.

Conclusion
The future of SEO isn’t just about keywords or links—it’s about adaptation. These five under-the-radar trends are already influencing how pages rank and how users engage. If you want to stay ahead in 2025, start tracking SGE performance, building topical authority, optimizing your rendering setup, and running real tests. SEO isn’t just evolving—it’s transforming.