Today, the importance of a page is determined by how it fits into the greater framework of the subject. Does it come from a site that focuses on this topic? Is the information created by a knowledgeable author? Is there any mention of any related entities? Is there a link to a related source? Are there any other related websites that connect to it?


It’s more than simply keywords when it comes to establishing entities. It’s a combination of keyword research, link development, and good markup.


Customer journeys should be prioritised


In your content strategy, try to follow Google’s lead. Your aim when developing content for a product is to cover every phase of the consumer journey.


Assume you’re selling motorcycle components online and developing content to support your efforts. Consider every query and piece of data that will lead your consumers from the need for a new bike part to purchasing one from your shop.


For example, at least some of your clients will begin their adventures by researching how to fix a bike component, such as a derailleur. They’ll need step-by-step instruction in both written and video format, of course.


You’ll be able to get these questions from MUMs Things to Know in the future, and you’ll be able to refine/broaden your search. However, you can get started right now by looking at existing SERP suggestion tools and providing more valuable information to your content.


Sign up for Google Merchant Center


Google Merchant Center is a tool that allows you to validate your items with Google and have them featured across a number of Google services. Basically, if Google wants to make a product recommendation, it will go through a list of items that have been vetted by the Merchant Center.


It’s especially vital to take advantage of this program now that Google is on a more commercial path. Google now has an excuse to provide product suggestions for practically any sort of search, even if the searcher intent is not immediately transactional, thanks to multimodal SERPs that shorten buyer journeys.


If you use WooCommerce or Shopify, you’re in luck, because these platforms work with Google Merchant Center and can have their items certified with only a few clicks.


Organise your text into snippable chunks


Google will be able to pick paragraphs of text or video segments from your material if the structure is clean. Follow these fundamental guidelines to build a clear content structure:


  • Chapters and subchapters should be used to break up your information.
  • The names of the chapters should sound like search queries.
  • To highlight chapters, proper markup should be used.
  • Chapters should begin with succinct paragraphs that fully respond to the inquiry.


That latter point, I believe, is a typical flaw in most written material. For that matter, video content. I frequently come across content that takes a circuitous route to provide me with an answer, with facts dispersed throughout multiple paragraphs and a summary at the conclusion. I’m certain that MUM will be able to extract these types of replies, but I’m also confident that it won’t bother with the extra work if it can obtain a brief answer in a single paragraph and pull it as-is.




The most significant consequence of MUM is the move from leaderboard to a wiki-style SERP. Complex searches will now be treated by SERPs with a plethora of unique features, to the point where conventional snippets will be pushed so far down the page that they will become obsolete. We should definitely forsake the goal of ranking in a certain SERP position for these searches and instead focus on getting included in one of the top-of-the-page special features.