About Page SEO

About page SEO is the practice of optimising the page that explains who is behind a website, what they do and why they can be trusted. A good about page helps visitors, search engines and AI tools understand the people or business responsible for the content.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What an about page does

The about page answers a simple question: who runs this site? It usually covers the business or person, their history, their expertise, where they are based and how to get in touch. It rarely ranks for big commercial keywords, but it supports almost every other page on the site.

It also tends to be one of the most visited pages on small business sites, because people check it before they buy, enquire or trust advice.

Why it matters for SEO

  • Trust signals: Google’s quality guidance asks raters to look for clear information about who is responsible for a site. A detailed about page supports E-E-A-T, especially on YMYL topics such as health and money.
  • Brand searches: people searching your name often land here, so it should answer questions about the business directly.
  • Entity understanding: consistent facts about your organisation help search engines connect your site to your brand entity.
  • AI answers: AI search tools often pull short descriptions of a business from clear, factual text like this.

How to optimise an about page

  1. Write a clear opening that says who you are, what you do and who you serve in one or two sentences.
  2. Add real details: founding date, location, team members, qualifications, awards and notable clients where you can share them.
  3. Use a descriptive title tag that includes the brand name, rather than just About Us.
  4. Link to team profiles and from author bylines so readers can check who wrote the content.
  5. Add Organization or Person schema markup, including sameAs links to official social profiles.
  6. Keep the name, address and phone number consistent with your other listings.
  7. Include real photos of the people and premises rather than stock images.

Example structure

A simple, effective about page for a small business might follow this order:

  • A one-paragraph summary of who you are, what you do and where you work.
  • The story of the business: when and why it started and how it has grown.
  • Short profiles of key people, with qualifications and links to their full bios.
  • Proof such as awards, memberships, press coverage and selected reviews.
  • Contact details, opening hours and a map if you serve customers locally.

This layout answers the questions visitors and quality raters ask, while giving search engines clear facts to connect to your business.

Common mistakes

  • Vague mission statements with no names, facts or dates.
  • Hiding the about page from the main navigation or footer.
  • Facts that contradict what appears on Google Business Profile, Companies House or social profiles.
  • Letting the page go stale, with old team members or outdated services.
  • Stuffing it with service keywords instead of explaining the business.

Key Takeaways

  • An about page explains who runs a site and why they can be trusted.
  • It supports E-E-A-T, brand searches and how search engines understand your organisation.
  • Use real names, credentials, dates and locations rather than vague statements.
  • Add Organization or Person schema and link to official profiles.
  • Keep the facts consistent with your other listings and update the page regularly.

Related Terms

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