“About” pages were unrelated to search engine optimization until Google instructed its human raters to consider the page when assessing a site’s trustworthiness.
About pages are now included in most SEO audits.
Similarly, generative AI platforms such as ChatGPT and Gemini crawl About pages to assess whether a business is credible to cite or recommend. I routinely see About pages in genAI responses.
Keep all of this in mind when creating an About page.
Clear, concise value proposition
Start the page with a non-promotional explanation of the business’s purpose, products, or services.
Large language models may ignore aggressive marketing claims (“we are the best”) in favor of factual metrics and messages (“trusted by 20,000 consumers since 1990”).
Credibility signals
Humans and AI agents are likely aware of a brand before landing on its About page. They seek confirmation that the business is proven and reliable.
Prioritize verifiable claims, such as:
- Years in business,
- Partnerships with known brands and entities,
- Notable clients,
- Awards and recognitions,
- Mentions in trusted publications,
- Honest testimonials.
Be factual and specific. Include links to support the claims.
Use cases
A business’s About page should clearly describe the problems it solves and for whom. This helps genAI platforms align prompts with citations and referrals.
Use-case summaries do this well. Include multiple personas, problems, and solutions. Link to product or services pages for more details.
Consistent terminology
Use the same verbiage on an About page as elsewhere — across the site, in social media, on directory listings, et cetera.
In my experience, a top AI optimization mistake is inconsistent, vague, and outdated messaging.
Structured data
I’ve seen no proof that AI agents consider or use Schema.org (or any other) structured data markup. Yet Google recommends it.
I aim for structured data clarity rather than excessive detail, such as:
- Business name (including the legal name, if different),
- Brand names,
- Address and contact details,
- Logo,
- Founding date,
- Founder’s name(s) with appropriate markup,
- “Same as” properties, such as social media profiles.
In short, today’s About pages should focus on clarity, facts, and connections with trusted entities.
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