A page answers a factual question, but the specific value (date, number, name or unit) is missing from the answer text, sits in an image, or is separated from the question by several paragraphs. Google says MUM is used to improve featured snippet callouts, which highlight a specific value. A value that is not stated plainly in text beside the answer is harder to extract. This is a proxy for one narrow MUM application; MUM is not a general ranking system.
Why does key answer value not stated in text beside the answer (mum) matter for AI search?
Google says MUM is used to improve featured snippet callouts, which highlight a specific value. A value that is not stated plainly in text beside the answer is harder to extract. This is a proxy for one narrow MUM application; MUM is not a general ranking system.
How do you fix it?
Put the value in a plain text sentence directly under the question heading, with its unit, and keep any image or table as supporting material.
How do you find it on your site?
- Crawl the site and list headings phrased as factual questions (how many, when, how long, how much, who).
- For each, extract the first 60 words of text after the heading.
- Flag headings where that text contains no number, date, proper noun or unit.
- Manually confirm flagged answers, checking whether the value exists only in an image, table or later paragraph.
Which ranking and citation factors does it touch?
Written for the MUM (Multitask Unified Model) page (evidence: Confirmed). Google has not documented this system in a way a site can test directly, so this check measures a proxy for it, not the system itself.
What is the impact?
Indirect. Estimate only: affects eligibility for featured snippet callouts on factual queries; no expected effect on general rankings.
What is the evidence?
Google's ranking systems guide names featured snippet callouts as a MUM application; the extraction test is Laurelin's inference.
Sources
Frequently asked questions about key answer value not stated in text beside the answer (mum)
What does "Key answer value not stated in text beside the answer (MUM)" mean?
A page answers a factual question, but the specific value (date, number, name or unit) is missing from the answer text, sits in an image, or is separated from the question by several paragraphs.
How do you fix key answer value not stated in text beside the answer (MUM)?
Put the value in a plain text sentence directly under the question heading, with its unit, and keep any image or table as supporting material.