Understanding RankBrain, BERT, and MUM: How Google’s Smartest Algorithms Shape Modern Web Design
If you’ve spent any time in the world of search engine optimization, you’ve likely heard the names RankBrain, BERT, and MUM whispered like mythic creatures shaping the digital landscape. But these aren’t just abstract tech jargon—they’re real, powerful pieces of Google’s ever-evolving algorithm. And if you’re a web designer, developer, or business owner trying to make sense of how to build smarter, more SEO-friendly websites, understanding these tools is critical.
At Traverse City Web Design, we build our sites not just to look good—but to think good, too. Here’s what that means
1. What Is RankBrain?
The Basics
RankBrain was Google’s first machine learning algorithm, launched back in 2015. Its job? To better understand what people actually mean when they search—especially when the query is vague, weird, or totally new.
What It Does
Think of RankBrain like a translator between human language and search intent. It doesn’t just scan for matching keywords—it interprets the context. If someone types “best place for live jazz near me,” RankBrain helps Google know that a music venue might be more relevant than a jazz-themed blog post.
What It Means for Web Designers
If you’re designing a site that hopes to rank well:
- Use natural, conversational language. Don’t stuff keywords. Instead, write like a real person talks.
- Structure content clearly. Use headings, short paragraphs, and readable layouts to make content easier to scan.
- Cover the topic thoroughly. RankBrain rewards content that actually helps people—not just content that repeats the search term over and over.
For Traverse City clients—whether it’s a pet supply store or a law firm—this means building websites that answer real questions, not just rank for short-tail keywords.
2. What Is BERT?
The Basics
BERT (Bidirectional Encoder Representations from Transformers) was a huge leap forward in 2019. It’s a natural language processing algorithm that understands the relationship between words in a sentence—especially prepositions like “for,” “to,” and “with.”
What It Does
BERT doesn’t just read the words—it reads the meaning. For example, there’s a big difference between:
- “Can you get a visa for someone else?”
- “Can you get a visa to someone else?”
BERT helps Google understand that subtle distinction, and return more accurate results.
What It Means for Web Designers
When you’re writing or designing web content:
- Prioritize clarity and nuance. Every word matters. Sloppy writing can hurt your rankings because BERT is judging semantics.
- Use FAQs and natural questions. BERT loves Q&A formats that mirror how real users phrase queries.
- Design for readability. Break up blocks of text. Use bullet points, clear headings, and logical progression to help users (and BERT) find what they need fast.
This is especially helpful for our Michigan clients who want to capture search traffic from voice searches—because voice search is BERT’s bread and butter.
3. What Is MUM?
The Basics
MUM (Multitask Unified Model) is the newest and most advanced algorithm in Google’s arsenal. Rolled out in stages starting in 2021, MUM can process information across languages, formats, and even images—and it can multitask like crazy.
What It Does
MUM can answer complex, multi-layered questions like:
“I just climbed Mt. Fuji, what should I do next to train for Mt. Kilimanjaro?”
It pulls in articles, videos, forum posts, and expert content in multiple languages to give a complete, contextual answer.
What It Means for Web Designers
MUM is a signal that Google is moving away from matching keywords—and toward understanding experiences. That changes the game for designers in a few key ways:
- Multimedia content matters. Use high-quality images, infographics, and videos—not just text.
- Local expertise is rewarded. MUM is designed to recognize subject matter experts. That means your Traverse City fishing guide or Petoskey architect has an edge if their site showcases real experience.
- Cross-platform consistency. Design your content to be shareable across formats—blog, video, social, podcast. MUM likes depth and diversity.
It’s a new frontier—and for smart web designers, it’s full of opportunity.
10 Smart Tips for Web Designers to Leverage RankBrain, BERT, and MUM
Google’s algorithm updates don’t just affect how search results are ranked—they influence how websites should be built. For modern web designers, understanding RankBrain, BERT, and MUM isn’t optional. It’s essential. Here’s how to design websites that not only look great but also perform in search results driven by artificial intelligence and natural language processing.
1. Design for Questions, Not Just Keywords
Why it works: RankBrain and BERT are focused on understanding search intent.
What to do: Craft page titles, headings, and FAQs that mirror how people naturally ask questions. This is especially helpful for voice search. “How much does it cost to build a deck in Traverse City?” is more effective than just “deck cost.”
2. Use Clear Hierarchies and Heading Structures
Why it works: RankBrain uses structure to understand relevance and page flow.
What to do: Use H1 for your page title, H2 for major sections, and H3 for sub-points. Well-structured content helps both users and algorithms find what they need.
3. Add Real-World Context to Your Copy
Why it works: BERT rewards specificity and nuance.
What to do: Go beyond generic phrases. Instead of saying “we offer legal services,” say “our Traverse City attorneys specialize in personal injury and wrongful death cases.”
4. Write Conversational, Natural Copy
Why it works: All three algorithms prefer language that sounds human.
What to do: Avoid keyword stuffing or robotic phrasing. Write like you’re explaining something to a neighbor. Natural flow helps with search visibility—and keeps visitors on the page longer.
5. Design for Readability and Scan-Ability
Why it works: RankBrain and BERT both use engagement signals as quality indicators.
What to do: Use white space, short paragraphs, bullet lists, and bolded keywords. Make your design easy to scan so users don’t bounce.
6. Incorporate High-Quality Multimedia
Why it works: MUM analyzes images, video, and even voice—beyond just text.
What to do: Add optimized original images, short explainer videos, and meaningful visual content. Use descriptive alt text and captions so search engines understand what they’re seeing.
7. Create Location-Specific Pages and Content
Why it works: MUM emphasizes relevance and real-world expertise, especially local.
What to do: Build pages tailored to each service area—like Petoskey, Charlevoix, or Elk Rapids—and include references to local landmarks or services. That local focus builds trust with both users and Google.
8. Add Schema Markup and Structured Data
Why it works: Schema gives search engines extra context, helping MUM connect formats.
What to do: Use structured data for FAQs, reviews, business info, and blog posts. This enhances your chances of showing up in rich results like featured snippets.
9. Build Content That Crosses Mediums
Why it works: MUM interprets blogs, podcasts, images, and videos together.
What to do: If you write a post, support it with visuals. If you make a video, summarize it with text. The more formats your content appears in, the more comprehensive it looks to search engines.
10. Focus on Depth Over Volume
Why it works: All three algorithms reward content that’s useful, not just frequent.
What to do: Instead of churning out a dozen shallow blog posts, create a few high-quality, well-organized guides that answer multiple questions. A single in-depth resource can outperform a scattered blog archive.
Final Thoughts: Design with Intelligence
RankBrain, BERT, and MUM aren’t just geeky acronyms—they’re the brains behind Google’s decisions. And they’re all telling us the same thing: content should be human, helpful, and beautifully structured.
At Traverse City Web Design, we don’t just chase rankings. We create sites that resonate, that communicate clearly, and that understand how today’s web actually works. Whether you’re in Cadillac, Charlevoix, or right here in Traverse City, we build with strategy, not superstition.
