Talking Google MUM & Enterprise Culture With Conductor's CEO - Search Engine Journal

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We’re constantly hearing about new updates to Google’s algorithm, and some are more impactful than others. It can be difficult to separate the buzz from actionable insight.

This past year, Google’s unveiling of MUM created quite a stir, and it’s no wonder. Google itself says MUM is 1000x more powerful than BERT.

But what does that mean in real terms for your enterprise SEO strategy?

And what other underutilized facets of enterprise SEO can brands look to capitalize on in the months ahead?

I was fortunate to grab some time with Seth Besmertnik, CEO of Conductor, recently to discuss MUM and other upcoming enterprise SEO opportunities.

Besmertnik has been in the enterprise space a long time, first co-founding Conductor as a marketing services firm in 2006.

In 2010, Conductor began its evolution into the enterprise technology brand we know today with the launch of its SaaS product, Searchlight.

Today, Searchlight is a cloud-based content and SEO platform used by over 450 enterprise brands to improve organic search performance.

And Besmertnik is a busy man, what with having rebuilt his company after WeWork acquired it and then collapsed, as well as recently closing a $150 million round of funding for Conductor.

Below, he shares his insights on how enterprise marketers can prepare for MUM, where new...

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