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Google’s John Mueller was asked about how many search queries the MUM algorithm was affecting. John said he didn’t know and then explained that the Google MUM algorithm is multi-purpose and could be used in contexts beyond just ranking.Question About Google Application of MUM Technology
The MUM algorithm is impressive because it can search for answers across web documents regardless of language and can even use images as part of the search query.
So it’s understandable that the person asking the question wanted to know how much MUM was affecting the search results.
Google’s John Mueller answered the question and then tried to put MUM into perspective without any hype.
This is the question that was asked:
“A couple years ago Google noted that when it came to ranking results BERT would better understand and impact about ten percent of searches in the U.S.
My question is two-fold:
Has that percentage changed for BERT?
…What percentage is MUM expected to better understand and impact searches?”How Many Searches Does MUM Affect?
John Mueller admitted that he didn’t know how many searches MUM affected and then explained why it might be difficult to put a number to the influence of MUM in the search results.
His answer first addressed the numbers for BERT and then addressed MUM.
John Mueller answered:
“I have no idea…
I’m pretty sure that the percentage changed since then because everything is changing.
But I don’t know if we have a fixed number that goes for BERT or that goes for MUM.”
Related: Google Announces Search Redesign Using MUM AlgorithmMum is Like a Multi-purpose Machine Learning Library
John Mueller next followed up with thoughts about MUM and said that it can be applied to a wide range of tasks that go beyond ranking.
“Mum, as far as I understand it is more like a multi-purpose machine learning library anyway.
So it’s something that can be applied to lots of different parts of search.
It’s not so much that you would isolate it to just ranking.
But rather you might be able to use it for understanding things on a very fine grained level and then that’s kind of interwoven in a lot of different kinds of search results.
But I don’t think we have any fixed numbers.”Google is Happy with MUM
The person asking the question asked a follow-up question that John answered with a non-hype description of MUM that portrayed it as doing things that aren’t necessarily as flashy as it might seem from the outside looking in.
The follow-up question:
“It seemed to me like it was going to open up more opportunities actually for different products or queries to be discovered.
It seemed like it was just sort of exponentially going to blow it out what one could learn.”
John Mueller responded:
“I don’t know… we’ll see.
I think it’s always tricky to look at the marketing around machine learning algorithms, because it’s very easy to find …very exponential examples.
But that doesn’t mean that everything is as flashy as that.
…In talking with some of these search quality folks, they’re really happy with the way that these kinds of machine learning models are working.”Google’s Mum Algorithm is More Than Just Ranking
John Mueller added a little bit more information about Google’s MUM algorithm by explaining that it’s more than just applicable for ranking purposes.
He indicated that there are other tasks that it can perform that are beyond the ranking part of Google’s algorithms and that it can play a role in other parts of search.
Mueller also described MUM as being able to understand things with a fine-grained level of detail.
Related: Google MUM is Coming to LensCitation: Google MUM Algorithm Does More than Just Rank Websites
Watch John Mueller discuss the MUM algorithm at the 2:13 minute mark:
You're reading Google Mum Algorithm Can Do More Than Rank Websites
Today’s Ask an SEO question comes from Julius in Leesburg. Julius asks:
How can I compete against websites with over 1 million backlinks and why can’t Google see that these backlinks are bought?
It is possible for David to beat Goliath.
But just like in the old testament, battling Goliath with weapons meant for Goliath may result in a quick death.
Everyone wants to be the best at what they do.
But being the best is subjective.
And in SEO, being the best doesn’t always mean being number one for the most competitive keyword phrase.
As I’ve said before, concentrating too much on your competitor, and not enough on yourself, is a losing situation.
What do you do when faced with a competitor that has more resources, more history, and, just, well… more?
The secret to competing is not to fight with might, but with smarts.
Just like guerrilla warriors that give empires fits, the smart SEO can succeed and build their resources to someday fight on an even ground with even the largest of opponents.Looking for Weaknesses
When competing for real estate in the SERPs against a “superior” foe, the first step is to make sure you have your house in order.
If you don’t have your own basics taken care of, you will fail, no matter how much you copy what your successful competitor is doing.
This means making sure that your site’s code adheres to the latest best practices of technical SEO.
It means making sure your content appeals to your target audience but also displays expertise, authority, and trust to the search engines, all the while using the keyword phrases you want to appear for when a query is made.
It means making sure you have connections from sites that will link to your site – and that those connections aren’t sketchy themselves.
It means watching your own data by making sure your analytics are set up correctly.
Once you’ve done those things, then and only then should you look at that juggernaut competitor.
And when you do turn your eyes toward that Goliath, don’t look at what they are doing to succeed – look at what they aren’t doing right.
Start by focusing on that competitor’s weaknesses – but don’t attack.
Concentrate your efforts on succeeding where your competitor is failing.
For example, if your competitor isn’t providing enough information on a specific product, make sure your product description is chock full of answers the consumers want.
If your competitor is dominating the main keyword in a topic, look for lesser “tail” terms that you can succeed with.
Look for opportunities to succeed where Goliath is failing.
No matter how good Goliath is, he’s not doing everything right.
No one is.They’re Cheating & It’s Not Fair!
Frequently, I speak with prospects who are convinced their competitors are cheating.
They are flabbergasted that Google would let someone get away with such blatant disregard for the rules.
Of course, this complaint is only made for sites ranking above that of the prospect.
As the old SEO joke goes, SPAM stands for “Sites Positioned Above Mine.”
The reality is more complex.
Sure, there are plenty of sites that benefit by breaking the rules – both short-term and long-term.
But in reality, Google knows more than they let on.
Frequently, when we dig into why a site is ranking, we find it’s not because of the rules they are breaking.
Most of the time, they rank above their competitors because of the things they are doing right.
Google doesn’t seem to hand out manual penalties as often as they used to.
But many of the tactics that used to warrant manual penalties are now ignored by Google.
That means that most of the folks breaking the rules or buying spammy links are just wasting their time and money, and don’t know that they are.
There may be some short-term benefits, but in most cases, those millions of bought links are just ignored.
I would suggest that before you assume that the bought links are what is causing your competitor to beat you, take a look at the other things they may be doing better than you.
And of course, spend most of your time working on improving your own site.
The benefits of focusing on your own stuff far outweigh the time you spend trying to figure out what your competitors are doing.
Google confirms a core algorithm update, the December 2023 Core Update, is rolling out today.
— Google SearchLiaison (@searchliaison) December 3, 2023
As mentioned in the announcement, Google’s guidance regarding the update remains the same as it always has been.
This is the third core algorithm update of the calendar year. A fair amount of time has passed since the last core update, compared to the average time between these types of updates updates.
The last core update rolled out on what the internet refers to as “Star Wars Day,” also known as May 4th.
It’s likely the pandemic delayed the rollout of Google’s next core update. As more time than usual has passed, could that mean the impact of today’s update will be more impactful?
We won’t know the answer to that today, or even tomorrow, as the rollout process of a core update can take weeks.
Expect Google to publish tweet when the update officially starts rolling out later today, and another tweet some days later when the rollout is complete.Background Information on Core Updates
Unsurprisingly, the immediate response from the SEO community to the announcement of this core update is anxiety and panic. Though brushing up on the basics of core updates may help quell some of the concern.
First let’s take a look at some of the reactions so far:
All I need for 2023 to get worse is for Google to tank my sites…. If they do I am going to just get a job a the local supermarket and be done with SEO haha
— Mike Payton (@Payt) December 3, 2023
— Neeraj Bhateja (@NeerajBhateja) December 3, 2023
— Mackyclyde (@mackyclyde) December 3, 2023
— Praveen Sharma (@MusingPraveen) December 3, 2023
Historically, SEOs and site owners assume the worst when it comes to core updates. Though these updates are also opportunities for sites to be rewarded for their optimization efforts over the past several months.
That’s especially true for sites negatively impacted by previous core updates. With a new core update Google will reassess how content should rank following changes made to the site since the last update.
Sites that have been diligently working toward improving their rankings may see a reversal of fortunes, so to speak. On the other hand, sites that have not made a concerted effort to optimize their content may see results reflective of that effort.
One thing that’s certain is there will be a noticeable impact. Broad core updates are designed to produce widely noticeable effects across search results in all countries in all languages.
Sites will inevitably notice drops or gains in search rankings when a core update rolls out. Changes in search rankings, either positive or negative, are indicative of content relevancy.
If content has become more relevant since the last core update then it’s likely to be moved higher up in rankings. The opposite is also true.
Adding more depth to a piece of content is an effective way to send signals to Google about how relevant it is for particular queries.
Content may also end up being seen as more relevant if there’s a general shift in search interest toward a particular topic. For example, content about business meetings may be seen as more relevant now if they’re geared toward remote working.
Then there’s newly published content that didn’t exist at the time of the last update. New content all has to be reassessed against previously existing content.
To be sure, rankings can move around quite a bit over the coming weeks.
For more guidance on how to respond to a core update as an SEO or site owners, Here are some of the best resources we’ve published on this subject in the past:
Many SEOs believe that the sentiment of a web page can influence whether Google ranks a page. If all the pages ranked in the search engine results pages (SERPs) have a positive sentiment, they believe that your page will not be able to rank if it contains negative sentiments.
The evidence and facts are out there to show where Google’s research has been focusing in terms of sentiment analysis.
I asked Bill Slawski (@bill_slawski) , an expert in Google related patents what he thought about the SEO theory that Google uses sentiment analysis to rank web pages.
“Sentiment is like a flavor, like vanilla or chocolate. It does not reflect the potential information gain that an article might bring.
Information gain can be understood by using NLP processing to extract entities and knowledge about them, and that can lead to a determination of information gain.
Sentiment is a value that doesn’t necessarily reflect how much information an article might bring to a topic.
Positive or negative sentiment is not a reflection of how much knowledge is present and added to a topic.”
Bill affirmed that Google tends to show a range of opinions for review related queries.
“I don’t believe that Google would favor one sentiment over another. That smells of showing potential bias on a topic.
I would expect Google to want some amount of diversity when it comes to sentiment, so if they were considering ranking based upon it, they would not show all negative or positive.”
Bill makes an excellent point about the lack of usefulness if Google search results introduced a sentiment bias.
Some SEOs believe that if all the search results have a positive sentiment, then that’s a reflection of what searchers are looking for. That’s a naive correlation.
There are many known ranking factors such as links that can account for those rankings. There are other factors such as users wanting to see specific sites for specific queries.
Simply isolating one factor and saying, “Aha, all the sites have this so this is why it’s ranking” is naive, it’s cherry picking what you want to see.
For example, the same SEO can look at those search results and see that they all use the same brand of SEO plugin. Does that mean the SEO plugin is the reason those sites rank?
The answer is no.
Similarly, the sentiment expressed in the search results does not necessarily reflect what the searcher is looking for.
This is why I say it is naive to look at one factor such as sentiment and say that’s the reason a site is ranking. Just because you see a correlation does not mean it’s the reason a site is ranking.Does Google Use Sentiment Analysis for Ranking?
Google’s been largely silent on sentiment analysis since 2023.
In July 2023, someone on Twitter asked:
“…it seems like your search algorithm recognizes and takes into account sentiment. Is there a sentiment search operator?”
Danny Sullivan answered:
“It does not recognize sentiment. So, no operator for that.”
Danny made it clear that Google’s search algorithm does not recognize sentiment.
Earlier that year Danny published an official Google announcement about featured snippets where he mentioned sentiment. But the context of sentiment was that for some queries there may be a diversity of opinions and because of that Google might show two featured snippets, one positive and one negative.
“…people who search for “are reptiles good pets” should get the same featured snippet as “are reptiles bad pets” since they are seeking the same information: how do reptiles rate as pets? However, the featured snippets we serve contradict each other.
A page arguing that reptiles are good pets seems the best match for people who search about them being good. Similarly, a page arguing that reptiles are bad pets seems the best match for people who search about them being bad. We’re exploring solutions to this challenge, including showing multiple responses.”
The point of the above section is that they are exploring showing multiple responses.
Since 2023, Google has stopped showing featured snippets for vague queries like “are reptiles good pets?” and encouraging users to drill down and choose a more specific reptile.
Those statements directly contradicts the SEO idea that if the sentiment in the SERPs leans in one direction, that your site needs to lean in the same direction to rank.
Rather, Google is asserting that they want to show diversity in opinions.Positives and Negatives in Reviews
A Google research paper titled, Structured Models for Fine-to-Coarse Sentiment Analysis (PDF 2007) states that a “question answering system” would require sentiment analysis at a paragraph level.
A system that summarizes reviews would need to understand the positive or negative opinion at the sentence or phrase level.
This is sometimes referred to as opinion mining. The point of this kind of analysis is to understand the opinion.
Here’s how the research paper explains the importance of sentiment analysis:
“The ability to classify sentiment on multiple levels is important since different applications have different needs. For example, a summarization system for product reviews might require polarity classification at the sentence or phrase level; a question answering system would most likely require the sentiment of paragraphs; and a system that determines which articles from an online news source are editorial in nature would require a document level analysis.”
The paper further describes how sentiment analysis is useful:
2004). One interesting work on sentiment analysis is that of Popescu and Etzioni (2005) which attempts to classify the sentiment of phrases with respect to possible product features.”
What stands out about that research is that it is strictly about understanding the sentiment of text.
There is no context for using it to show search results that are biased toward the sentiment in a user’s search query.
The context is not about ranking text according to the sentiment.
Yet even though the context is not about ranking because of the sentiment, some SEOs will quote this kind of research and then tack on that it’s being used for ranking. And that’s wrong because the context of this and other research papers are consistently about understanding text, well outside of the context of ranking that text.Sentiment Analysis Encompasses More than Positive and Negative
Another research paper, What’s Great and What’s Not: Learning to Classify the Scope of Negation for Improved Sentiment Analysis (PDF 2010) presents a way to understand the sentiment of product reviews.
The scope of the research is finding a better way to deal with ambiguity in the way ideas are expressed.
Examples of these kinds of linguistic negation phrases are:
“Given the poor reputation of the manufacturer, I expected to be disappointed with the device. This was not the case.”
“Do not neglect to order their delicious garlic bread.”
“Why couldn’t they include a decent speaker in this phone?”
The above examples show how this research paper is focused on understanding what humans mean when they structure their speech in a certain way. This is an example of how sentiment analysis is about more than just positive and negative sentiment.
It’s really about the meaning of words, phrases, paragraphs and documents.
The paper begins by stating the usefulness of sentiment analysis in several scenarios, including question answering:
“The automatic detection of the scope of linguistic negation is a problem encountered in wide variety of document understanding tasks, including but not limited to medical data mining, general fact or relation extraction, question answering, and sentiment analysis.”
How would accurately classifying these kinds of sentences help a search engine in question answering?
A search engine cannot accurately answer a question without understanding the web pages it wants to rank.
It’s not about using that data as ranking factors. It’s about using that data to understand the pages so that they then can then be ranked according to ranking criteria.
One way of looking at sentiment analysis is to think of it as obtaining candidate web pages for ranking. A search engine cannot select a candidate if it cannot understand the web page.
Once a search engine can understand a web page, it can then apply the ranking criteria on the pages that are likely to answer the question.
This is especially important for search queries that are ambiguous because of things like linguistic negation, as described in the research paper above.
If sentiment analysis is used by Google, a web page isn’t ranked because of the sentiment analysis. Sentiment analysis helps a web page be understood so that it can be ranked.
Google can’t rank what it can’t understand. Google can’t answer a question that it can’t understand.More Sentiment Analysis Research
SUIT: A Supervised User-Item Based Topic Model for Sentiment Analysis (PDF 2014)
This research paper studies how to better understand what users mean when they leave online reviews on websites, forums, microblogs and so on.
This is how it describes the problem being solved:
“…most of existing topic methods only model the sentiment text, but do not consider the user, who expresses the sentiment, and the item, which the sentiment is expressed on. Since different users may use different sentiment expressions for different items, we argue that it is better to incorporate the user and item information into the topic model for sentiment analysis.”
Speech Sentiment Analysis via End-To-End ASR Features (PDF 2023)
ASR means Automatic Speech Recognition. This research paper is about understanding speech, and doing things like giving more weight to non-speech inflections like laughter and breathing.
The research shares examples of using breathing and laughter as weighted elements to help them understand the sentiment in the context of speech sentiment analysis, but not for ranking purposes.
These are the examples:
4. That would be wonderful, that would be great seriously. “
The paper describes the context of where it is useful:
“Speech sentiment analysis is an important problem for interactive intelligence systems with broad applications in many industries, e.g., customer service, health-care, and education.
The task is to classify a speech utterance into one of a fixed set of categories, such as positive, negative or neutral.”
This research is very new, from 2023 and while not obviously specific to search, it’s indicative of the kind of research Google is doing and how it is far more sophisticated than what the average reductionist SEO sees as a simple ranking factor.No Sentiment Analysis Bias at Google
Google has consistently stated that they try not to show pages that reflect a searcher’s sentiment intent (are geckos bad pets?)
In fact, Google says the opposite, that it tries to show a diversity of opinions. Google tries not to be led by a sentiment expressed in the search query.Example of Google Showing Diversity of Opinion
As you can see in the above screenshot, Google does not allow the negative sentiment expressed in the search query to influence it into showing a web page with a negative sentiment.
This directly contradicts the idea that Google shows search results with a specific sentiment bias if that bias exists in the search query.
You can dig around for Google research and patents about sentiment analysis and you will see that the context is about understanding search queries and web pages.
You will not see research that says the sentiment will be used to rank a page according to its bias.
If the pages that Google is ranking all have the same sentiment, do not assume that that is why those pages are there.
It is clear from Google research papers, statements from Google and from Google search results that Google does not allow the sentiment of the user search query to influence the kind of sites that Google will rank.
A veteran of costume contests, attorney Greg Adler outdid himself with the eight-foot costume of Bumblebee from the movie Transformers that he built to win the $7,500 prize in a contest in Las Vegas last Halloween. Adler constructed a wooden skeleton over a hiking backpack frame to support the torso, and used mailing and carpet tubes on wooden frames for the arms. The head rests on a bike helmet that sits on Adler’s head. To replicate the cinematic Transformer’s blue eyes, he placed the gems from novelty rings and lights wired to a battery pack inside clear spherical Christmas ornaments. Bumblebee’s cannon spins and lights up, thanks to a modified drill rigged to an LED array and switches inside the arm.
The toughest component was the legs, which needed to be flexible and sturdy enough for Adler to walk safely. He bought drywall stilts on eBay, reinforced them with wood, and placed hinges on the ankles and feet to allow for a range of walking motions. To finish off the look, he hand-cut pieces of the armor plating from foam board, coated some of them in vinyl appliqué, and painted them. He even added scratches and blemishes to show a Bumblebee hardened by battle.
Cost: $1,600Two More Transformers-Inspired Projects
After seeing the movie scene where a cellphone changes into a Decepticon, Pete Fielding, the owner of a model-making company, built his own seven-inch version of the robot out of an old Motorola V600. He cut pieces of metal from the phone to serve as the armor plating and used one side of the flip-phone’s base as hips and the other as the shoulders. For the torso, he lashed the rubber keypad around a spine made from washers threaded over a bolt. Hollowed-out hands-free headphones make up the elbows, and the crank from a broken camera enables the head to spin.
Humvee BioloidHumvee Bioloid
Jeakweon Han built a toy Humvee that transforms into a dancing robot as a way of bolstering his candidacy for the Ph.D. program at Virginia Tech’s robotics lab. He first mounted the frame of a remote-control Humvee on top of the customizable Robotis “Bioloid” robot kit. Using a 3-D CAD simulation, he figured out how to cut the vehicle body into four parts that wouldn’t interfere with one another or the frame when transforming. All Han’s hard work paid off—he was accepted to Virginia Tech, and the dancing robot became a favorite on YouTube.
Web browsers used to be a place where folks could only play flash games, check emails, hang out in chat rooms, and torrent music (and malware) from LimeWire. Those days are long gone.
While not a definitive list, as many tasks have a plethora of web apps that can do the job quite well, here’s what we think are some of the best, from video editors to music players to project management tools and yes, even games.InVideo
Video editing software can be complicated to pick up, but that’s not the case with InVideo. InVideo’s intuitive UI design allows first-time users to get started with almost no learning curve, while still providing all the features enthusiasts require for editing videos in its free version.
The biggest drawback is the watermark that’s placed on videos created in the free version, though you can upgrade for $15 a month. This unlocks thousands of additional templates, upgrades video rendering resolution from 720p to 1080p, gives you 10GB of cloud storage, and a ton of other features.
While it can’t completely replace the features in Adobe Premiere Pro, InVideo is one of the best (and easiest) online video editors you can find.Photopea
Let’s be honest, it’s hard to imagine a web app competing with PhotoShop’s feature set—but Photopea comes as close as you can possibly get. Seriously, Photopea’s feature set is simply astonishing for a web app. So much so that it’s actually hard to tell it apart from PhotoShop—even the UI is almost identical!
If you want to support the dev, you can of course upgrade, or just simply whitelist Photopea on your ad blocker. I’m sure it’s appreciated.Spotify Web Player
Marshall Gunnell/IDGGoogle Workspace
When it comes to productivity and collaboration, Google Workspace (previously called G Suite) is the undisputed champion. Of course, a lot of the tools that come with the free Gmail account—Google Docs, Calendar, Drive, et cetera—will do just fine for personal use, but if you’re looking to broaden the feature sets of those tools while adding a few more to the collection (and don’t mind paying $6 per month), then Google Workspace is the way to go.Asana
When it comes to a project management tool, Asana and Trello are two of the major players in the field. Trello is great if you’re looking for a simple drag-and-drop kanban board, but Asana offers much more flexibility with its free tier, which is why it’s our recommendation.
If you’re not willing to pay but are fine with the kanban view, Trello is still a great tool to consider. Thanks to its no-nonsense design, you can get started with almost no learning curve.1Password
Cybersecurity isn’t something you should take lightly—and your protection starts with you. If you use the same weak password for all of your accounts, then all it takes is one breach and a little effort by the threat actor to compromise your accounts. That’s why you need strong, unique passwords for each of your accounts. But how can you remember them all? That’s where password managers like 1Password comes in.
As the name implies, you only need to remember one password with 1password—your master password. Make it something memorable (but secure!), because only you will have access to it. For your other accounts, you can generate and store extremely secure passwords with 1password. You can even store other sensitive data, such as credit card information and your address.Mint
Not only can you keep up with your bank accounts, you can also sync your investment accounts (such as RobinHood or TDAmeritrade) and even keep track of your Bitcoin assets.
In other words, Mint is a great way to keep up with your scattered financial eggs in one digital basket.Full-blown PC and Xbox games
Mark Hachman / IDG
Yes, you can even play full-blown PC and Xbox games in your browser these days thanks to Nvidia’s GeForce Now and Microsoft’s Xbox Game Pass Ultimate. We’ve given both GFN and Xbox Cloud Gaming a whirl and both held up shockingly well—well, as long as you aren’t playing competitive twitch shooters. Nvidia’s offering is better suited to PC gamers with extensive game libraries, as it hooks into your existing accounts on storefronts like Steam and Epic.Discord
If you’re playing games in your browser, you’ll need a way to talk with your buddies, too. Skype still has justifiable use cases (such as international calling), but let’s be honest—when it comes to a communication service that acts as much more than voice chat, Discord takes the cake. With the ability to create topic-specific servers and dedicated channels, accessibility features like Text-To Speech, and an environment geared towards having real-time interaction with server members, you just can’t beat it.
Discord is the perfect place for community gatherings; playing Apex Legends and chatting with your pals in a server room, streaming Netflix with a group of friends, and so much more.
But what about Slack? Well, it depends.Slack
Simply put, companies have more control over their workspace with Slack. If you’re an organization, or even if you’re working on a small project but are planning to eventually grow your resources, and you want to “own” your workspace, Slack may be the best communication tool for you.
But no matter if you choose Slack or Discord (or both!), it’s still a better choice than Skype.Cloud storage
Ok, so your hard drives aren’t software, but data storage is equally as important and if your data isn’t backed up to at least three locations, it doesn’t exist at all. That’s why we’re talking cloud storage—an indispensable resource for storing your data.
Dropbox’s free tier gives you 2GB, OneDrive gives you 5GB, and Google Drive shells out 15GB.Web apps will continue to grow
Web apps can already tackle most (if not all) chores that we used to need PC software for. I’m hard pressed to think of a task that doesn’t already have a web app to handle it, though if there is one, I’m sure there will be a web app for it soon enough. As for the web apps that already exist, you can expect that they’ll only grow more sophisticated, or else be dethroned by a similar web app.
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