Remember the early days of the internet?

You could spend all day chatting with your friends on AOL messenger while you played solitaire on Yahoo games. And then your mom picked up the phone to make a call, and you were kicked off the web. Good times.

In those days,


At Google I/O 2021, Google announced a new technology called MUM (Multitask Unified Model) that it will use internally to help its ranking systems better understand language.

Since the announcement, there has been much discussion about if or when MUM would become a ranking factor.

What Is MUM?



Google’s John Mueller clarifies a misconception about duplicate content, saying it’s not a negative search ranking factor.

Having the same content repeated across multiple pages is not something that would cause a site to rank lower in search results.

Mueller says it’s normal for sites to have a certain amount