Google’s 2024 E-A-T Knowledge Graph Update has brought about significant changes in the way the search engine giant evaluates and ranks content. The update, known as the Killer Whale update, focuses on person entities and their credibility. In this article, we will delve into the details of this update and its implications for website owners, content creators, and businesses.
The Killer Whale update, which started in July 2023, aimed to accelerate the growth of the Knowledge Vault, Google’s machine-readable encyclopedia. One of the key takeaways from this update was Google’s focus on person entities in the Knowledge Vault. In March 2024, the number of person entities in the Knowledge Vault increased by 17%. The biggest growth was seen in person entities to whom Google could apply full E-E-A-T (Expertise, Authoritativeness, Trustworthiness) credibility signals, such as researchers, writers, academics, and journalists.
This update signifies Google’s emphasis on identifying trustworthy individuals who create content. By understanding who is behind the content and evaluating their credibility, Google aims to provide its users with reliable and trustworthy information. The number of person entities with E-E-A-T-friendly subtitles saw a significant increase of 38%.
It is important to note that this update also marked a shift away from dependence on human-curated sources like Wikipedia. Google is now able to create entities in the Knowledge Vault without relying on these sources. As long as the information about an entity is clear, complete, and consistent across the web, it can be included in the Knowledge Vault.
One interesting phenomenon observed in the March 2024 update is the increase in Knowledge Panels for person entities. Knowledge Panels are the boxes that appear on the right side of search engine results pages (SERPs) and provide information about a person or entity. These panels increased by 2.55% and appeared immediately in the SERPs. This immediate impact was not observed in the July 2023 update.
However, it is important to note that not all person entities in the Knowledge Vault are unique. The analysis estimates that between 15% and 25% of all person entities are duplicates. This highlights the issue of entity duplication, particularly for person entities. Google’s algorithms might create duplicates if there is a reference to a person that lacks factual accuracy or does not have sufficient common traits with an existing person entity. This can lead to the loss of credibility equity associated with the duplicate entity.
Maintaining a place in the Knowledge Vault and a Knowledge Panel requires ongoing effort. Almost one in five entities created in the Knowledge Vault is deleted within a year, and the average lifespan of an entity is less than a year. It is crucial for website owners and content creators to continuously work on their entity and its E-E-A-T credibility signals to retain their place in the Knowledge Vault and appear in Knowledge Panels in the SERPs.
Looking ahead, it is important to stay prepared for future updates. Based on historical data, the pattern for entity updates suggests that July and December are critical months for updates. It is advisable to have all corroboration straight 6 to 8 weeks before these major updates to ensure a smooth transition.
In conclusion, Google’s 2024 E-A-T Knowledge Graph Update, also known as the Killer Whale update, has brought about significant changes in the way person entities are evaluated and ranked. The focus on person entities and their credibility signals highlights Google’s commitment to providing reliable and trustworthy information to its users. Website owners, content creators, and businesses should prioritize establishing a presence in the Knowledge Vault and maintaining a Knowledge Panel to succeed in the ever-changing landscape of SEO.
