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Understanding the E-E-A-T Knowledge Graph 2023 Update for Small Businesses in Australia


E-E-A-T Knowledge Graph

E-E-A-T Knowledge Graph 2023 Update - Killer Whale update


Google recently introduced a significant update to its Knowledge Graph, known as the E-E-A-T Knowledge Graph 2023 update. This update, also nicknamed "Killer Whale," (because Google loves to name their updates after black and white animals, see "Penguin" and "Panda") had a notable impact on Search Engine Results Pages (SERPs) in July and during the September helpful content update.

In simple terms, the Knowledge Graph is like a database that Google uses to understand and organise information. The E-E-A-T update focuses on expertise, authoritativeness, and trustworthiness, (and now "experience"), all crucial factors in determining a page's ranking on Google.

The July update caused a spike in SERP volatility, indicating changes in how Google evaluates and displays information. The Knowledge Graph, representing Google's understanding of named entities like authors and companies, plays a vital role in this process.

For small businesses in Australia, this means that having a well-defined and credible online presence is more important than ever. Google wants to explicitly understand who is behind a website, and this understanding is visualised through Knowledge Panels.


What is a Knowledge panel?

Knowledge panel

A Knowledge Panel is like a snapshot of Google's knowledge about a person or a company. Usually displayed in the SERP alongside your company listing.

The panel aims to offer users a quick overview of essential details without having to click into a specific website.


The information in a Knowledge Panel is sourced from various reliable and authoritative databases, including Google's Knowledge Graph, which is a vast database that connects different pieces of information about entities on the internet.


Without a robust Knowledge Panel, your efforts to showcase expertise, authoritativeness, and trustworthiness (E-E-A-T) may not be fully recognised by Google. The September update particularly emphasised personal brands, with an increase in Knowledge Panels for individuals. Corporations saw a steady percentage of Knowledge Panels.

Key elements typically found in a Knowledge Panel include:

  1. Basic Information: This includes details such as the entity's name, logo (if applicable), and a brief description.

  2. Key Facts: Important facts about the entity, such as birth and death dates for individuals, headquarters for companies, or notable achievements.

  3. Images and Media: Visual content, such as images or videos related to the entity.

  4. Links to Social Profiles: If applicable, links to official social media profiles.

  5. Reviews and Ratings: For businesses or products, the panel may display user reviews and ratings.

  6. Related Entities: Links to other entities that are related to the one being searched, establishing connections between different pieces of information.

Knowledge Panels are designed to enhance the user experience by providing quick, reliable, and relevant information directly in the search results. They play a crucial role in Google's efforts to organise information and make it more accessible to users. Entities that often have Knowledge Panels include well-known personalities, businesses, landmarks, and popular brands.

How to adapt to the E-E-A-T Knowledge Graph changes and ensure good SEO rankings:

  1. Focus on Personal Branding: If you're an individual or author, work on building a strong personal brand. Google looks for notability and transparency, so highlight your impact in your field and be open and honest about your business.

  2. Update Knowledge Panels: Regularly check and update your Knowledge Panel. Ensure it provides accurate and relevant information about you or your business. Avoid relying solely on Wikipedia, as Google is diversifying its sources. Ensure your Google My Business listing is up to date and features things like product images and blog posts to boost the appearance of this information.

  3. Hyper-Niche Strategy: Identify and leverage hyper-niche trusted sources for Knowledge Panels. Google prioritises sources that are highly relevant to your specific market.

  4. Control Your Narrative: Avoid relying solely on third-party platforms like Wikipedia. If possible, use a website you own and control as the trusted source for your Knowledge Panel.

For those who missed out or faced issues with Knowledge Panels, take proactive steps to educate Google about your identity and earn its trust. This is crucial for both individuals and businesses. Looking ahead, it's anticipated that the next Knowledge Vault update will focus on corporations and organisations. Businesses and website owners should prepare for this by building a strong brand presence and understanding for Google.

Historically, updates related to entities occur in December, February/March, and July. Small businesses should be prepared six to eight weeks before these updates to ensure their online information aligns with Google's expectations.



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