Tag Archive for: Google

First announced in May 2021, MUM will add features to Bert, Google’s current algorithm. In 1998, Google revolutionized the web with a new search engine. Almost twenty-five years later, Google has completely changed the digital landscape and continues to innovate.

MUM: what will it do? How do we adapt to it? What will it change for Google users? MUM stands for multitask unified model. Let’s see how it works.

How Does Google’s MUM Algorithm Work?

Google’s new algorithm is still in production and will be more efficient. Currently, the Bert algorithm understands written language and works well for short queries. MUM tackles the issue of more complex expressions.

In addition to presenting a sequence of pages ranked by referencing order, MUM can evaluate the relevance of the content to be proposed by understanding the question asked. If you ask Google’s search engine to give you a result, it won’t always be the most accurate for your question, but the best referenced.

With this new update, MUM would be able to understand the question and deduce the solution. Instead of giving you the best referenced pages, it will give you the most accurate content for your specific query, whether the answer is on the first page of Google or on the tenth. MUM works thanks to artificial intelligence and is organized around three pillars:

  • Multimodal
  • Multitasking
  • Multilingual

MUM: More Visual Questions and Answers

MUM is multimodal because it can use all kinds of content to generate a result. In fact, it can use text, but also a question asked orally or even a photo. We can already do all this, but now MUM proposes to do it all at the same time, in the same search! This would mean that we could ask the algorithm to generate a result using a photo to which we would associate a question.

It is multitasking, because this algorithm could, with a more advanced treatment of complex questions, give more precise results. To do so, it has to search for several elements at the same time – photos, videos, text, images, etc. It will then be able to give you this content for you to consult. At this point, several tries with different keywords might be necessary to find the answer you’re looking for. Google wants to make this a thing of the past.

What Content Does the MUM Algorithm Put Forward?

Another new feature of the MUM algorithm is that it does not only understand language, but it can also generate language. From the information available in 75 languages, it can give you the best answer to a web request, even if it comes from other languages.

The most important thing about MUM will be the relevance of the answer. It should answer your question as much as possible, even if it has to take it from a source in another language and translate it for you.

As you will have understood: MUM favors the precision of the answer to give all the space to the professionals in their field of expertise. This will require to double up one’s attention level in order to generate content that is not only unique, but as relevant as possible to answer questions that include more complex phrases.

Getting Prepared for the Release of the New Mum Algorithm

A release date for this new algorithm has not been broadcasted yet, but you can start adapting to it now. Think about how your content can answer complex questions users could have. You will need to position yourself as a reference in your field! Be careful, though: don’t forget to adapt your content to your target audience. It’s not very relevant to publish highly specialized content if your intended users can’t understand it.

There will be a fine line between relevance and popularization, and starting to think about this now can give you a head start. To prepare for this new algorithm, understanding who you are talking to will become more important than ever: you’ll need to answer the most complex questions internet users might have almost in advance. Do business with people who understand their field and are working towards your success.

Amauta Marketing in Laval helps you position yourself on the web by accompanying you in your digital strategy. Remarketing, social network management, advertising and SEO: all your digital marketing needs are understood and addressed by a team of experts in the field!

As of June 1st, 2019, Google will collect and return sales taxes (QST) to Revenu Québec. Google is now treated like any international digital companies such as Apple, Amazon, Netflix, and Spotify, and others who sell intangible products and services.

For healthier competition

The announced objective by Mr. Legault’s Government is to provide a more equitable commercial framework to local companies who have never benefited from this dispensation while making their prices more expensive for consumers with the QST. It is also a way to recoup more than $150 million dollars until 2022-2023, as explained by the Quebec Government in 2018. Revenu Québec supplies a list of the 76 companies subject to these new rules. However, the Federal Government is not following in the footsteps of the Quebec Government and still does not impose tax payment of 5% (GST) on the web giants’ products and services.

Your invoice should be modified as of this Saturday

Either using Netflix video services, buying online products on Amazon, or using Google Ads services to analyse your clientele or managing your online ad campaigns, you will see your invoice modified to showcase the addition of the QST as of this Saturday.

If you have any question related to this, do not hesitate to call us up. As always, we will be listening and will try to make you life easier.

In February 2019, Google owned 92.81% of the Canadian search engine market share. A number that cannot be ignored when one is concerned about optimization. In North America, Google completely dominates its three main competitors: Bing (4.17%), Yahoo (2.07%) and DuckDuckGo (0.66%).


A quick ascent

At the end of 2018, Google celebrated its 20th anniversary. Since its launch, the company has grown almost exponentially. “When Larry Page and Sergey Brin founded Google on September 7, 1998, they had four computers, their ingenuity and $100,000 […] Then years later, the giant had 20,000 employees and a market value of $150 billion US dollars”, as per TVA Nouvelles in 2008. Another 10 years has passed, and the number of employees is now more than 72,000. The market value of this Mountain View, California company now reaches $570 billion US with $19.5 billion US in profits. That makes it difficult for the competition to keep the pace. If one surveys multilanguage search engines in the world, there are about ten and only four to be taken seriously: Yahoo and Bing, the two most important, have formed a partnership. In Canada, search engine options also include DuckDuckGo, MSN, and Baidu, all of which are far behind in market share.


The keys to success

What do you attribute to Google’s success as a search engine? Mainly because of the research and development investment by Google to better understand Internet users and their search habits. From personalized search to semantic analysis of query with a ranking system, Google is undeniably the leader. By adopting a culture of continuous improvement, the search engine regularly updates and improves its algorithm. Furthermore, Google was one of the first to present its search results in a clear fashion embellished with visuals and photos, appealing to the laziest and least technologically inclined among us.

Finally, the company offers a complete range of products to facilitate search and provide better results: Google Maps, Street View, YouTube, Google Flights, Knowledge Graph, etc.

The fact remains that Google is THE standard today in optimization and it is imperative to speak its language and learn how to take advantage of its power for your own business goals. Do not hesitate to get in touch with one of our experts for an orientation session!


Working with a Google Partner Certified agency is a big advantage. In 2018, Amauta Marketing has once again earned its Google Partner certification to the pride of our whole team and the benefit of our clients.

  1. Recognized expertise

Working with an agency that is Google certified proves that your agency has the technical skills and expertise necessary to effectively use Pay-Per-Click (PPC) and Google Ads campaigns. Certified Members have been evaluated and are proficient at Google best practices.

  1. Masters of all the tools and features

Google Ads campaigns can become fairly complex depending on your business objectives. Google Partner Certification ensures that the agency is familiar with all the different options and tool configurations to give you optimal results, the best quality, at the right cost.

  1. Quality of service verification

Google regularly audits your Google certified agency through performance follow-ups to ensure that you get the best possible service for your Google Ads campaigns. This allows you to invest wisely, knowing that your interests will be the highest priority.

  1. Access to personalized advice

One of the main benefits of working with a certified agency, is that you have quick access to a Google representative who can answer all your questions, whether it be technical or account management.

  1. All the latest advancements

Finally, Google Partner Certification allows your agency to be aware of the latest feature developments or apps and make them available to you before your competition. An excellent way to be at the leading edge of the market.

So, do not hesitate and discover all that Amauta Marketing can offer you.