As Google's MUM Changes Search Forever, Consumer Behaviour Is About to Evolve - PerformanceIN

Most internet users use search engines three or more times per day, making it easy for search habits to quickly become ingrained. What do these habits look like? According to Teknicks survey, 67.9% of searchers use Google, 10.7% use Google Assistant, 9.8% use Siri, and 5.3% use Alexa.

In addition to preferring specific methods of search, users also tend to stick to first-page results. About 60% of users are satisfied or extremely satisfied with the first page, and most people would rather try a new search, source, or engine than go to the second page. In fact, more than 20% of users say they won’t scroll down to the bottom of the first page.

If users are so set in their ways, what is changing about search? In most cases, it’s the information users are seeking. Instead of using Google to answer simple questions with one-line answers (such as “What time is it in Paris?”), users are asking in-depth questions that they used to direct toward human experts. Recognising this, Google is working on an algorithm update called Multitask Unified Model (aka MUM) that could change search (and your work as a marketer) forever.

Moving into phase MUM

Using Google is like having access to every world expert at once, so it makes sense that the search giant is trying to tap into that potential. For example, say you are going fishing and want to learn more about catching bass. Right now, you might type “best lure to catch bass” into Google. But with MUM, you could ask “how to catch bass,” and...

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