The Groundbreaking 2023 E-E-A-T Knowledge Graph Update by Google
Since my journey started in the realm of search engine optimization in 1998, no update has compared in scale to Google’s 2023 E-E-A-T Knowledge Graph update. The impact was so profound that my team at MKTG Plan humorously named it “Killer Whale”.
The Advent of Killer Whale Update
Launched in July 2023, this E-E-A-T update brought significant changes to the Knowledge Graph, even extending to the August and October core updates of the same year. This particular update saw a focused shift towards “Person entities” within the Knowledge Graph.
Understanding the Knowledge Graph
Consider Google’s Knowledge Graph as its digital encyclopedia or memory database, which consists of six verticals. This article mainly concentrates on the “Knowledge Vault”, a repository of “facts” about the world, according to Google.
We at MKTG Plan have been observing Google’s Main Knowledge Graph via our exclusive software, Kalicube Pro, since 2015. Based on our findings, Google has diligently updated its Knowledge Vault each summer since then, with distinct patterns revealed with every update.
Focusing on “Person entities”
In the July 2023 update, Google tripled the number of “Person entities” within a span of four days, while other entity types remained stable. By September 2023, the number of these entities increased twenty-fold compared to May 2020. Meanwhile, “Corporation entities” showed little change, remaining roughly five times more than the May 2020 count.
Shift towards Subtitles
Another captivating aspect of the July 2023 update was the change in subtitles, implying that Google is proactively identifying and clarifying roles. For instance, the number of Person entities with the subtitles “Writer” or “Author” saw an increase of 21%.
Highlighting the Winners
The subtitle adjustments suggest Google’s keenness to identify roles that are logical candidates for E-E-A-T signals, with “Writer” and “Author” emerging as clear winners. However, there are other “winners” too that Google seems to favor, considering they validate the E-E-A-T criteria.
The Vanishing Subtitles
Prior to the update, 57.1% of Person entities had subtitles, but this dropped to only 16.58% post-update. On the contrary, the subtitles for Corporation and Organization entities remained steady at 86.1%. These observations firmly signal a distinct focus – Google is honing in on Person entities and E-E-A-T-friendly subtitles.
Decreasing Dependence on Traditional Knowledge Sources
Originally, Google’s Knowledge Vault relied heavily on data from manually curated, structured third-party sources such as IMDB, MusicBrainz, government websites, sports websites, and more. However, the changes seen in July 2023 clearly indicate that Google is steering away from these sources, tending more towards semantic relationships for creating its fact base.
Diminishing Reliance on Wikipedia
The July 2023 update also reduced the dependence on Wikipedia for Person entities, with Wikipedia contributing just 12.44% of all Person entities in the Knowledge Vault in September 2023. The dependence for Corporations saw a fractional decrease, strengthening the theory of reducing reliance on human-curated sources.
Key Takeaways from This Update
The 2023 E-E-A-T update underlines Google’s intent to accelerate growth of the Knowledge Vault, restructure it to prioritize E-E-A-T friendly subtitles, and reduce dependence on third-party sources. The trends suggest that the next update may focus on Corporation entities. We at MKTG Plan highly recommend reevaluating Wikipedia-centric Knowledge Graph strategies and focusing on building organically.
The E-E-A-T Knowledge Graph update, nicknamed “Killer Whale”, was launched by Google in July 2023. It brought substantial changes to the Knowledge Graph, prioritizing Person entities and E-E-A-T friendly subtitles.
The July 2023 update primarily focused on “Person entities”. The number of these entities tripled within four days of the update, underlining a significant change in Google’s approach.
Based on the observable patterns, we expect Google to continue expanding the Knowledge Vault and reducing its dependence on third-party, human-curated sources. The next update might steer towards “Corporation entities”.