Google Emphasizes AI Support with Complex Search Engine Queries, Learning Needs

Google’s extensive performance and user-focused updates for keyword rankings continue to scale with new AI search engine enhancements that align online shopping, e-commerce, search appearance, and query accuracy, according to the search engine giant.

AI Powered Search Engine Enhancements

The company’s Keyword blog explains that new search enhancements through artificial intelligence (AI) aim to provide even more accurate search results and connect consumers to shopping platforms and more. New enhancements are aimed to help users complete actions such as planning a trip or completing a task all through dedicated search engine results powered by a Multitask Unified Model, or “MUM.” MUM is an architecture update that could be 1000 times more powerful than previous infrastructure such as BERT, according to Prabhakar Raghavan, a Senior Vice President at Google:

MUM not only understands language, but also generates it. It’s trained across 75 different languages and many different tasks at once, allowing it to develop a more comprehensive understanding of information and world knowledge than previous models, Raghavan said. And MUM is multimodal, so it understands information across text and images and in the future, can expand to more modalities like video and audio.

MUM may even go so far as to help users identify trails of information and deeply complex query structures. The example Raghavan provides details a user being able to eventually to ask Google about a previous hiking trip and how said user could prepare for a future hike at a specific mountain/recreational spot. While search engines have not rolled out MUM yet, the future could add even more emphasis on website content that uses technical data markup to highlight action-specific content like how-tos, FAQs, and more.

User-specific search upgrades for finding information, shopping, and more

Google is excited to roll out other features that have incrementally been updated on Google Search for users. These include the following upgrades that are likely available within the month:

  • About This Result feature that details the contents of a site and it’s organization before landing on the page, as a featured snippet-like result (English results to start).
  • Augmented Reality (AR) features on Google Maps to help users visualize locations, AR results on featured athletes and Google Lens AR results to help translate certain content from unfamiliar languages to the user’s preferred language.
  • Screenshot-based shopping where screenshots from Google Photos can prompt users to buy that product online. In addition, new Shopify search engine visibility enhancements for all Shopify merchants are soon to be available across Google.

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