How to Optimize Your About Page for AI Search Visibility

Understanding AI Search and Your About Page

AI search engines like ChatGPT, Perplexity, and Gemini are fundamentally changing how people discover information online. Unlike traditional search engines that return a list of links, these large language models (LLMs) synthesize information from multiple sources to provide direct answers to user questions. Your About page plays a crucial role in this new landscape because it’s often one of the first places AI systems look to understand your brand’s expertise, experience, authority, and trustworthiness (E-E-A-T).

When someone asks an AI search engine “Who is [your company]?” or “What does [your brand] do?”, the AI crawls the web to find authoritative sources that can answer that question. If your About page is well-optimized, it becomes a prime candidate for citation in AI-generated responses. This means your brand gets featured as a trusted source, driving both credibility and traffic. The key difference from traditional SEO is that AI systems prioritize clarity, structure, and demonstrable authority over keyword density.

Implement E-E-A-T Signals Throughout Your About Page

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness—and it’s now more important than ever for AI visibility. Google’s quality guidelines explicitly mention E-E-A-T, and AI systems are designed to recognize and prioritize content that demonstrates these qualities. Your About page is the perfect place to showcase all four elements.

Experience means showing that your team has real-world, hands-on knowledge in your field. Instead of just stating “We’re experts in digital marketing,” explain how your founder spent 15 years working in the industry before starting the company, or describe specific projects your team has completed. Expertise involves demonstrating deep knowledge through credentials, certifications, and specialized skills. List team members’ qualifications, industry certifications, and areas of specialization. Authoritativeness comes from being recognized as a leader in your field—mention awards, speaking engagements, published research, or media features. Trustworthiness is built through transparency, security, and social proof. Include customer testimonials, case studies, security badges, and clear contact information.

A well-optimized About page for AI should weave these elements naturally throughout the content. For example, instead of having separate sections, integrate them into your narrative: “Founded by Jane Smith, who spent 12 years as a senior analyst at McKinsey, our firm has helped over 500 companies optimize their operations. We’re recognized as industry leaders, having been featured in Forbes and winning the 2023 Innovation Award.”

Structure Your Content for AI Comprehension

AI systems process content differently than humans, and they rely heavily on clear structure to understand and extract information. Your About page should use a logical hierarchy of headings, short paragraphs, and organized sections that make it easy for both readers and AI to navigate.

Start with an H1 heading that clearly states what your company does. Follow with H2 subheadings that organize your content into digestible sections such as “Our Mission,” “Our Team,” “Our Expertise,” and “Why Choose Us.” Keep paragraphs to 2-3 sentences maximum—this improves readability for humans and helps AI systems identify key information more easily. Use bold text to emphasize important keywords and concepts, but do so naturally. For instance, if you’re a healthcare company, you might write: “We specialize in personalized cancer treatment plans that combine traditional and alternative medicine approaches.”

Tables are particularly effective for AI comprehension. Consider creating a table that shows your team members’ names, roles, years of experience, and key certifications. This structured format makes it much easier for AI to extract and cite specific information about your team’s qualifications. Lists are also valuable—use bullet points to highlight your company’s key achievements, services, or values. This formatting helps AI systems quickly identify and summarize your most important attributes.

Use Schema Markup to Provide Machine-Readable Information

Schema markup is structured data that tells search engines and AI systems exactly what information is on your page. While it’s not visible to human readers, it’s crucial for AI comprehension. The most relevant schema types for an About page are Organization, Person (for team members), and LocalBusiness (if applicable).

For your Organization schema, include your company name, logo, description, contact information, social media profiles, and founding date. This tells AI systems the basic facts about your organization in a standardized format. If you have team member profiles on your About page, use Person schema to mark up their names, job titles, educational background, and professional affiliations. This helps AI understand who your experts are and what qualifications they bring.

Implementing schema markup is straightforward. You can use JSON-LD format, which is the recommended approach. Many website builders and CMS platforms like WordPress have plugins that make adding schema markup simple. Google’s Rich Results Test tool allows you to validate your schema markup to ensure it’s correctly implemented. When AI systems crawl your page, they’ll find this structured data and use it to better understand and represent your company in their responses.

Demonstrate Authority Through Content Depth and Freshness

AI systems favor content that is comprehensive, current, and backed by evidence. Your About page should go beyond basic company information and demonstrate deep knowledge of your industry. This is where many About pages fall short—they’re too generic and don’t provide enough context for AI to understand why your company is authoritative.

Consider adding a section that explains your company’s unique approach or methodology. If you’re a software company, explain your development philosophy and how it differs from competitors. If you’re a consulting firm, describe your proprietary frameworks or processes. This kind of detailed information helps AI systems understand not just what you do, but how and why you do it differently. Include specific metrics and achievements: “We’ve increased client revenue by an average of 35% within the first year” is much more compelling to AI than “We help businesses grow.”

Freshness is equally important. AI systems like Perplexity update their indexes daily and prioritize recent content. Make it a practice to review and update your About page at least quarterly. Add new team members, update client counts, refresh testimonials, and add recent awards or media mentions. When you update your page, make sure the changes add genuine value—don’t just change a few words. AI systems can detect superficial updates and won’t reward them.

Optimize for Natural Language and Conversational Queries

AI search users ask full questions rather than typing keywords. Someone might ask “What makes this company different from its competitors?” or “Who are the experts behind this brand?” Your About page should be written in natural, conversational language that answers these kinds of questions directly.

Avoid jargon and overly formal language unless it’s industry-standard terminology. Write as if you’re explaining your company to an intelligent person who’s new to your field. Use active voice and clear, direct sentences. Instead of “Our organization was established with the goal of providing innovative solutions,” write “We started this company because we saw a gap in the market for truly innovative solutions.”

Consider adding a FAQ section to your About page that addresses common questions people ask about your company. Questions like “How long have you been in business?”, “What industries do you serve?”, “What certifications do your team members have?”, and “How do you ensure quality?” are exactly the kinds of questions AI systems are trained to answer. By providing clear, concise answers to these questions on your About page, you increase the likelihood that AI will cite your page when answering similar queries.

Include Multimedia and Visual Elements

AI systems increasingly consider multimedia content when generating responses. Your About page should include high-quality images, videos, and other visual elements that help tell your company’s story. This serves dual purposes: it improves the user experience for people visiting your page, and it gives AI systems more information to work with.

Include professional photos of your team members. AI systems can use image recognition to verify that the people you claim are on your team actually exist and are associated with your company. Include a company logo, office photos, and any relevant infographics. If you have a company video—whether it’s a founder’s message, a company culture video, or a product demo—embed it on your About page. AI systems can analyze video content and use it to better understand your company.

Make sure all images have descriptive alt text. This helps both AI systems and people with visual impairments understand what the images show. Instead of “team photo,” use “Our leadership team: CEO Jane Smith, CTO John Johnson, and CFO Maria Garcia.” This level of detail helps AI systems extract more meaningful information from your visual content.

Build Trust Through Transparency and Social Proof

Trust is a critical factor in how AI systems evaluate sources. Your About page should be transparent about who you are, what you do, and how you operate. Include clear information about your company’s location, contact details, and leadership team. If you have privacy policies, security certifications, or compliance information, link to it from your About page.

Social proof is incredibly powerful for building trust with AI systems. Include customer testimonials, case studies, and reviews on your About page. AI systems recognize that third-party validation is more credible than self-promotion. If you’ve been featured in reputable publications, won industry awards, or been recognized by professional organizations, mention these achievements. Link to the original sources when possible—this helps AI verify your claims.

Consider adding a section about your company’s values and commitment to quality. Explain your hiring practices, training programs, and quality assurance processes. If you’re committed to sustainability, diversity, or social responsibility, explain how these values are reflected in your operations. This kind of transparency helps AI systems understand your company’s character and values, which contributes to trustworthiness.

Ensure Technical Optimization and Accessibility

Even the best content won’t rank well in AI search if your page has technical issues. Make sure your About page meets all of Google’s technical requirements, which also apply to AI systems. Your page should load quickly (aim for under 3 seconds), be fully mobile-responsive, and have no broken links or missing images.

Ensure that Googlebot and other crawlers can access your page. Check your robots.txt file to make sure you’re not blocking crawlers from your About page. Use Google Search Console to verify that your page is being crawled and indexed properly. Make sure your page returns an HTTP 200 status code (success) and doesn’t have any crawl errors.

Accessibility is also important. Use proper heading hierarchy (H1, H2, H3), provide alt text for all images, and ensure your color contrast meets accessibility standards. This not only helps people with disabilities but also makes it easier for AI systems to parse your content. Use semantic HTML elements like <article>, <section>, and <nav> to help AI understand the structure of your page.

Monitor Your About Page’s AI Visibility

Once you’ve optimized your About page, you need to track how it performs in AI search results. Unlike traditional SEO where you can see rankings in Google, AI visibility is harder to measure. However, there are strategies you can use to monitor your presence.

Manually search for your company on AI platforms like ChatGPT, Perplexity, and Gemini. Ask questions like “Who is [your company]?” and “What does [your company] do?” and see if your About page is cited in the responses. Keep track of which platforms cite you and how frequently. Look for patterns in the types of questions that trigger citations of your page.

Consider using dedicated AI monitoring tools that track your brand’s visibility across multiple AI platforms. These tools can show you how often your content is cited, which queries trigger your citations, and how your visibility compares to competitors. This data is invaluable for understanding what’s working and where you need to make improvements.

Key Takeaways for About Page Optimization

• Focus on E-E-A-T: Demonstrate your team’s experience, expertise, authority, and trustworthiness throughout your About page
• Structure for clarity: Use headings, short paragraphs, lists, and tables to make your content easy for AI to understand
• Implement schema markup: Use JSON-LD format to provide machine-readable information about your organization
• Write naturally: Use conversational language that answers the questions people actually ask about your company
• Include multimedia: Add professional photos, videos, and infographics to enhance AI’s understanding
• Keep content fresh: Update your About page regularly with new achievements, team members, and testimonials
• Build trust: Be transparent about who you are and include social proof like customer testimonials and awards
• Ensure technical excellence: Make sure your page loads quickly, is mobile-friendly, and is properly indexed
• Monitor visibility: Track how your About page appears in AI search results across different platforms