Chapter names should sound like search queries;
Appropriate markings should be used to highlight chapters;
Chapters should begin with a concise paragraph that fully answers the query.
This last point is what I think is a common failing in most written content. Or video content. I often come across content that requires a circuitous path to get me to an answer, and the information is spread out over several paragraphs, and I’m lucky to get a summary at the end. I’m sure MUM will be able to extract those answers, but I’m also sure it wouldn’t bother doing all that work if it could get a succinct answer in a single paragraph and just pull it as is.
Final Thoughts
The main implication of MUM is a shift from a leaderboard type italy mobile databaseof SERP to a wiki type of SERP. Complex queries will now be solved by SERPs loaded with special features to the point that regular snippets will be pushed down the page to the point where they will become irrelevant. For these queries, we should probably abandon the idea of ranking in a certain SERP position and instead focus on appearing in one of the special features at the top of the page.
To play this game, you have to make your pages comply with the classic ranking signals of MUM, such as relevance, authority, and quality. Once this is done, you can focus on creating more types of content for each query and making this content easier to understand by tagging and cleaning up the content structure. This is nothing new as far as SEO is concerned, except that previously these things were only desirable, and now they are mandatory.