<\/p>\n
\u201cAbout\u201d pages were unrelated to search engine optimization until Google instructed its human raters<\/a> to consider the page when assessing a site\u2019s trustworthiness.<\/p>\n About pages are now included in most SEO audits.<\/p>\n 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<\/a>.<\/p>\n Keep all of this in mind when creating an About page.<\/p>\n Start the page with a non-promotional explanation of the business\u2019s purpose, products, or services.<\/p>\n Large language models may ignore aggressive marketing claims (\u201cwe are the best\u201d) in favor of factual metrics and messages (\u201ctrusted by 20,000 consumers since 1990\u201d).<\/p>\n 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.<\/p>\n Prioritize verifiable claims, such as:<\/p>\n Be factual and specific. Include links to support the claims.<\/p>\n A business\u2019s About page should clearly describe the problems it solves and for whom. This helps genAI platforms align prompts with citations and referrals.<\/p>\n Use-case summaries do this well. Include multiple personas, problems, and solutions. Link to product or services pages for more details.<\/p>\n Use the same verbiage on an About page as elsewhere \u2014 across the site, in social media, on directory listings, et cetera.<\/p>\n In my experience, a top AI optimization mistake is inconsistent, vague, and outdated messaging.<\/p>\n I\u2019ve seen no proof<\/a> that AI agents consider or use Schema.org (or any other) structured data markup. Yet Google recommends<\/a> it.<\/p>\nClear, concise value proposition<\/h4>\n
Credibility signals<\/h4>\n
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Use cases<\/h4>\n
Consistent terminology<\/h4>\n
Structured data<\/h4>\n