“About” pages have been unrelated to search engine marketing till Google instructed its human raters to contemplate the web page when assessing a web site’s trustworthiness.
About pages at the moment are included in most search engine optimization audits.
Equally, generative AI platforms akin to ChatGPT and Gemini crawl About pages to evaluate whether or not a enterprise is credible to quote or advocate. I routinely see About pages in genAI responses.
Hold all of this in thoughts when creating an About web page.
Clear, concise worth proposition
Begin the web page with a non-promotional rationalization of the enterprise’s objective, merchandise, or companies.
Massive language fashions could ignore aggressive advertising claims (“we’re the perfect”) in favor of factual metrics and messages (“trusted by 20,000 shoppers since 1990”).
Credibility indicators
People and AI brokers are seemingly conscious of a model earlier than touchdown on its About web page. They search affirmation that the enterprise is confirmed and dependable.
Prioritize verifiable claims, akin to:
- Years in enterprise,
- Partnerships with identified manufacturers and entities,
- Notable shoppers,
- Awards and recognitions,
- Mentions in trusted publications,
- Sincere testimonials.
Be factual and particular. Embody hyperlinks to help the claims.
Use circumstances
A enterprise’s About web page ought to clearly describe the issues it solves and for whom. This helps genAI platforms align prompts with citations and referrals.
Use case summaries do that effectively. Embody a number of personas, issues, and options. Hyperlink to product or companies pages for extra particulars.
Constant terminology
Use the identical verbiage on an About web page as elsewhere — throughout the positioning, in social media, on listing listings, et cetera.
In my expertise, a high AI optimization mistake is inconsistent, imprecise, and outdated messaging.
Structured knowledge
I’ve seen no proof that AI brokers contemplate or use Schema.org (or some other) structured knowledge markup. But Google recommends it.
I purpose for structured knowledge readability reasonably than extreme element, akin to:
- Enterprise identify (together with the authorized identify, if completely different),
- Model names,
- Handle and get in touch with particulars,
- Brand,
- Founding date,
- Founder’s identify(s) with acceptable markup,
- “Identical as” properties, akin to social media profiles.
Briefly, at the moment’s About pages ought to give attention to readability, info, and connections with trusted entities.
