Natural Language Processing (NLP) refers to a subfield of artificial intelligence that provides computers with the ability to understand text and spoken word in a similar way to human beings.

Language is separated into fragments so that the grammatical structure of sentences and the meaning of words can be analyzed and understood in context. Search Engines can then construct search results that are natural and relevant to the query intent.

The BERT language model

In 2019, Google announced that it had begun using BERT in its search engine. Google is made of algorithms, and Google BERT was a step forward in helping the search engine better understand users’ search intentions and contents on web pages.

It’s based on a model of Natural Language Processing called Transformer. It understands the relationships between words in a sentence rather than viewing them one by one in order. BERT can even recommend keywords and search terms to users.

Multitask Unified Model (MUM)

MUM was introduced by Google in May 2021 and stands for Multitask Unified Model. The MUM update is designed to handle what BERT performs but is 1000x more powerful.

It’s a transformer-based AI model integrating several technologies to make Google searches more semantic and context-based. With MUM, Google wants to answer complex search queries for which a standard results page is not sufficient.

MUM is multimodal, simultaneously understanding information from different formats like webpages, pictures and more. It’s multilingual, trained across 75 languages to search for accurate answers through various sources from users’ languages.

The rise of ChatGPT

ChatGPT is an advanced language model chatbot developed by OpenAI and launched in November 2022. Using cutting-edge machine learning techniques, ChatGPT is trained on vast amounts of data and can generate natural language text that closely resembles human writing.

There are numerous potential uses for ChatGPT within SEO and search, including:

• Content creation: ChatGPT can assist in generating high-quality, unique content for websites and blogs that is optimised for search engines.
• Keyword research: ChatGPT can help identify semantically-related keywords and phrases that are relevant to a specific topic or niche, helping website owners optimise their content and improve their search rankings.
• Chatbots and customer service: ChatGPT can be used to create intelligent chatbots that can provide helpful and accurate responses to customer inquiries, improving user engagement and satisfaction.
• Natural language processing: ChatGPT can help improve natural language processing in search engines, enabling them to better understand the intent behind user queries and provide more relevant search results.

Overall, ChatGPT represents a significant advancement in natural language processing technology, with numerous potential applications within the field of SEO and search.