I was auditing our site for AI optimization and realized our About page is embarrassingly weak.
What it currently has:
Why I think this matters: AI systems need to understand who we are before they trust and cite our content. Our About page gives them almost nothing to work with.
Questions:
Feel like we’ve optimized everything except this foundational page.
Your About page is more important for AI than most people realize.
Why it matters:
AI systems build entity representations - essentially “who is this organization?” When your About page is weak, AI has:
This affects whether AI cites you AND how AI describes you.
The AI-optimized About page structure:
Entity overview (first paragraph)
Mission/positioning
Credentials and proof
Leadership (or link to separate page)
Verifiable links
Schema markup (essential):
Here’s the actual schema structure that works:
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Company Name",
"alternateName": "Any alternate names",
"url": "https://yourcompany.com",
"logo": "https://yourcompany.com/logo.png",
"foundingDate": "2015",
"founder": {
"@type": "Person",
"name": "Founder Name"
},
"address": {
"@type": "PostalAddress",
"addressLocality": "City",
"addressRegion": "State",
"addressCountry": "US"
},
"sameAs": [
"https://linkedin.com/company/yourcompany",
"https://twitter.com/yourcompany",
"https://crunchbase.com/organization/yourcompany"
],
"numberOfEmployees": {
"@type": "QuantitativeValue",
"value": "50"
}
}
The sameAs links are crucial - they connect your entity to verified profiles that AI systems already trust.
The About page is your E-E-A-T foundation:
Experience:
Expertise:
Authoritativeness:
Trustworthiness:
Practical example:
Instead of: “We’re a marketing agency passionate about helping businesses grow.”
Write: “Founded in 2015, [Company Name] is a B2B marketing agency specializing in SaaS content strategy. Our 25-person team has created over 2,000 pieces of content for 150+ B2B companies including [notable names]. We’ve been recognized by [awards] and featured in [publications].”
The second gives AI concrete facts to work with and cite.
This is really helpful. Quick question: Should team/leadership information be on the About page or separate author pages?
Our content is created by 5-6 team members. Should each have their own page? How does that connect to the company About page?
Both. Here’s the optimal structure:
About Page:
Individual Author/Team Pages:
The connection:
About page links to author pages. Author pages link back to About page. Each author page has Person schema with “worksFor” linking to Organization.
{
"@type": "Person",
"name": "Author Name",
"jobTitle": "Content Director",
"worksFor": {
"@type": "Organization",
"name": "Your Company Name",
"url": "https://yourcompany.com/about"
},
"sameAs": [
"https://linkedin.com/in/authorname"
]
}
Why this matters:
When AI sees content by “Author Name,” it can:
Without this, the author is just a name with no verified identity.
Quick wins for improving your About page this week:
Day 1 (1 hour):
Day 2 (2 hours):
Day 3 (1 hour):
Day 4-5 (3-4 hours):
Total investment: ~8 hours Impact: Significantly stronger entity signals
This doesn’t require a full redesign - just adding the information AI needs.
Perfect. Here’s my action plan:
This week:
Next week:
Measure:
Should we add the About page to our main navigation? Currently it’s in the footer only.
Navigation placement matters:
Main navigation: Signals importance to both users and crawlers Footer only: Signals secondary importance
For AI optimization specifically:
Recommendation:
Page naming:
Keep URLs clean and logical.
The About page shouldn’t be hidden. It’s foundational to establishing who you are.
How to measure if About page improvements are working:
Before you make changes:
After changes (wait 4-6 weeks):
What to look for:
Also track:
The About page is a slow-burn optimization. Changes take weeks to reflect in AI, but they compound over time as entity recognition strengthens.
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Monitor how AI systems describe your brand. See if your About page improvements are translating to better AI representation.
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