SEOs focus primarily on text content. But with MUM, Google makes SERPs significantly more diverse in terms of media formats, as it gets better at understanding and contextualizing video, images, audio, and text. For example, you can already see this when looking at the classification of images in image search or the automatic marking of timestamps in YouTube videos.
With MUM becoming more active, SEOs will have to do SEO work for different media types, not just text-based.
I think that with MUM, Google is starting to answer more search queries in Google results, this will increase, and sites may be at risk of getting less and less organic traffic.
It also means that only sites that create the best content and that can best meet their users’ design and semantic expectations will survive.
