Google is expanding its recognition of content creators in search results, which could significantly impact search engine optimization (SEO) strategies. 

Recent research by Jason Barnard, CEO of digital marketing agency Kalicube, reveals that Google is now displaying subtitles like “Content Creator (Medicine)” and “Content Creator (Travel)” in Knowledge Panels for certain individuals.

This new feature, observed in Google’s Search Engine Results Pages (SERPs), explicitly identifies individuals as authoritative content creators within specific fields. The subtitles cover various fields, including agriculture, beauty, cryptocurrency, health, technology, etc.

Findings from Kalicube Pro’s database, which tracks over 17 million person entities, suggest that this change is part of a broader trend at Google. 

The tech giant has shown an increased focus on identifying trustworthy person entities and connecting them to the content they create. This shift aligns with Google’s search algorithms’ emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

Implications for SEO

According to Barnard, the implications of Google’s actions for SEO are significant. 

For content to benefit from E-E-A-T credibility signals, Google’s algorithms must understand the entity and its relationship to the web pages it creates or that provide information about it. This development suggests optimizing content and creator profiles may become increasingly important for SEO success.

Barnard outlines a three-phase approach for optimizing content creator profiles: understandability, credibility, and deliverability. This involves creating clear relationships between creators and their reference pages, establishing connections to relevant content, and expanding the creator’s digital footprint.

The research also indicates that these entity-to-URL relationships are not static. Google’s Knowledge Graph undergoes frequent updates, with the potential for entities to be deleted or created.

While Google’s recognition of content creators through subtitles is a visible indicator of this trend, Barnard notes that it’s not the only measure of topical authority. The impact of these changes extends beyond traditional search, potentially influencing AI-powered assistants and other search engines that rely on similar entity recognition techniques.

Recent research by Forbes Advisor and Talker Research reveals a shift in online search behavior among Gen Z, with many opting for “social searching” on platforms like TikTok and Instagram over traditional search engines.

According to the study, 45% of Gen Z are more likely to use social media for searches, compared to about 35% of millennials, 20% of Gen X, and less than 10% of Boomers. Analysts noted that younger audiences are increasingly “searching” rather than “Googling.”