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Friends of Search 2025 > Word to Your MUM: Unraveling the Unknown Powerhouse of Google Algorithms
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

Word to Your MUM: Unraveling the Unknown Powerhouse of Google Algorithms

Cindy Krum

15:10 - 15:40

Google’s introduction of MUM to their language processing model in 2017 transformed how they understand and classify multimedia and multi-step information on the web. MUM (Multitask Unified Model) is 1,000 times more powerful than BERT, enabling Google to break down queries based on the various needs and expectations embedded within them. It helps organize search results—including AI Overviews—around the context of complex tasks, while also transferring knowledge across languages. In this session, attendees will gain a clear understanding of how MUM shapes search results and how they can leverage its capabilities to expand and refine their SEO strategies.

Cindy Krum

CEO & FounderMobileMoxie

Cindy Krum is the Founder & CEO of MobileMoxie (previously Rank-Mobile). She has been bringing fresh and creative ideas about SEO & ASO to consulting clients and digital marketing stages around the world since 2005. She regularly speaks at national and international trade events, and launched MobileMoxie in 2008 to address mobile-specific marketing needs within the traditional digital marketing specialty. Cindy’s leadership helped MobileMoxie launch the first mobile-focused SEO toolset, to help SEO’s see what actual mobile search results & pages look like from anywhere and preview and analyze mobile landing pages from the perspective of a user and a bot; Now, free versions of both the Page-oscope and the SERPerator are also available to all digital marketers as two easy to use Chrome Extensions.

In 2022, Cindy was named one of the top 10 most influential SEO’s by The USA Today. She is an active member of the digital marketing & growth communities and has been quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard. Cindy is also the author of Mobile Marketing: Finding Your Customers No Matter Where They Are, published by Que Publishing and now also available in German, Italian, Korean and Chinese.

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