Artificial Intelligence in Search Marketing
This semester, we are revisiting SEO and practicing how to apply basic SEO to our individual websites as part of an overall digital marketing strategy. The purpose of course, is to optimize our website and pages for search so that we rank high in the SERP to drive awareness, traffic and ultimately conversion.
Human decisions and problems often require more complex searches to find the information we need. One search doesn’t always meet our needs. According to the articles below, people will launch about eight different searches on average in order to piece together information to solve a problem or answer a more complex question. Google has introduced its latest artificial intelligence model, Multi-task Unified Model (MUM) that intends to better understand these complex problems by making suggestions based on retrieving multi-model (e.g., text, image, video, etc.) information across the internet. The idea is to reduce the number of searches one needs to make and provide users with more thoughtful and insightful information to begin with.
Deadline: Post/ Comment by Monday, March 7th
Read the following articles before answering the questions below:
MUM: A new AI milestone for understanding information
https://blog.google/products/search/introducing-mum/
What the latest changes to Google Search will mean for advertisers
https://www.thinkwithgoogle.com/intl/en-ca/marketing-strategies/search/google-search-changes-and-updates/
QUESTIONS:
Do you think MUM will change the way digital marketers practice SEO? How? Explain your thoughts.
Is there a “dark side” or disadvantage/ concern around MUM for consumers? Marketers?
TIPS: read the articles carefully and don’t be afraid to research a bit further to form your thoughts. Have practitioners already discussed MUM and the implications on consumers and marketers? What did you find? Do you agree/ disagree? What are you left wondering, if anything?