Google has reinstated the update known as Killer Whale in 2024, focusing once again on refining how people based entities are represented in its knowledge graph. First introduced in July 2023, the update aims to improve identification and validation of entities using signals linked to Expertise, Authority and Trustworthiness (EEAT). The renewed version places greater emphasis on the credibility of individuals behind online content, further aligning entity recognition with quality and reliability standards.
What Was the Killer Whale Update in 2023?
Originally released in July 2023, the Killer Whale Update was designed to strengthen how Google interprets entities in the knowledge graph, particularly those related to people and brands. Its core purpose was to incorporate EEAT principles into entity evaluation, helping determine which individuals and organisations demonstrate meaningful influence, authority and trustworthiness online. The update resulted in a significant expansion of the number of knowledge vaults, with increased visibility for recognised authors and content creators whose expertise added credibility to the topics they covered.
What Has Changed in the 2024 EEAT Knowledge Graph Update?
The new update, which began rolling out in March 2024, shifts the focus almost entirely to entities related to individuals. The intention is to assess who is responsible for producing content and evaluate their trustworthiness using EEAT credibility indicators. Professionals such as writers, journalists and researchers appear to be most affected.
A key difference in the 2024 version is Google’s effort to diversify the sources used to establish authority. Previously, having a Wikipedia page was highly influential in knowledge graph eligibility. Now, Google seeks broader and more reliable references, prioritising independent sources that reinforce the reputation and achievement of a person.
According to analysis conducted by Kalicube, current data highlights the following:
- There has been a seventeen per cent increase in the number of people based entities within the Knowledge Vault, with the highest growth (thirty eight per cent) recorded among professions linked directly to EEAT such as journalists and researchers.
- A total growth of 7.23 per cent was observed in the number of entities within the Knowledge Vault, exceeding fifty four billion in count.
- Knowledge Panels for people based entities increased by 2.55 per cent and now appear immediately on search results pages.
One striking observation from this update is the speed of impact. Unlike the 2023 rollout where results took weeks to appear, initial changes in 2024 were visible almost instantly.
How to Strengthen EEAT for Knowledge Graph Inclusion
If you are wondering how to maintain or achieve visibility in the knowledge graph following this update, the solution lies in consistently demonstrating expertise, experience, authority and trustworthiness within your field.
Traditional platforms like Wikipedia, Wikidata and Crunchbase are gradually losing influence as primary signals. While still valuable, they are no longer sufficient on their own. What now matters most is how other credible and relevant sources refer to your professional work online.
Key considerations include:
- Establishing a digital presence that reflects verified professional expertise.
- Keeping your name clear of conflicting or unverified information.
- Being referenced by respected sources and industry leaders.
- Demonstrating continuous progression and specialisation in your discipline.
- Maintaining consistency across platforms and content profiles.
A Wikipedia page may be a useful starting point but should not represent the entirety of a strategy. The aim is to build a reputation through diverse and high quality references that validate your authority in the eyes of both users and search engines.
Final Thoughts
The Killer Whale update reinforces the need for genuine expertise and credible digital representation. As Google strengthens entity evaluation through EEAT signals, professionals and businesses must ensure that their digital footprint accurately communicates trust and authority.
If you are unsure how to achieve this for your organisation, Hedgehog Digital specialises in strategies that enhance EEAT signals and position clients prominently in Google search results. Get in touch to discuss how we can support your long term visibility and authority online.
