Why You Need an “About Us” Page for SEO

What Is an “About Us” Page?

An “About Us” page is a section on your website that tells visitors who you are, what you do, and why you do it. It’s often seen as a brand storytelling tool—but it’s also a powerful, often-overlooked asset for SEO.

If you’re only using your About page to drop a mission statement and a few employee photos, you’re leaving a lot of organic search traffic on the table.

Why an About Page Matters for SEO

Google doesn’t just rank web pages—it ranks trustworthy, authoritative sources of information. And your About page plays a critical role in building that trust, especially for topics that affect people’s health, finances, or safety (a.k.a. “Your Money or Your Life” (YMYL) topics).

Here’s why your About page can boost your SEO:

• Establishes Expertise, Authoritativeness, and Trust (E-A-T): Google wants to rank websites that demonstrate strong E-A-T. An About page gives you the space to showcase credentials, media mentions, experience, and more that affirm your credibility in your niche.


• Improves Crawlability and Site Structure: If optimized well, your About page consolidates internal links and sends signals to Google about your site hierarchy and topical focus.


• Generates Link and Citation Opportunities: Journalists, bloggers, and creators often link to About pages when referencing who you are. This helps build backlinks—one of the strongest ranking signals.


• Supports Entity Recognition: Google uses Natural Language Processing to understand entities and relationships. A detailed About page helps clarify what your brand is about and associates it with relevant topics.

1. Demonstrate E-A-T to Google and Users

Your About page is one of the best places to demonstrate credibility and trust.

Key things to include:

• Who you are: Founders, teams, company history—add names, faces, and stories to your brand.


• Why you’re qualified: Display credentials, education, industry experience, or awards that make you a trustworthy source.


• External validation: Show logos of publications that have featured or quoted you. Link to media coverage or customer testimonials.

If you’re writing about sensitive topics—think healthcare, personal finance, or legal advice—E-A-T isn’t optional. Google explicitly considers E-A-T in its Search Quality Evaluator Guidelines for these areas. Give the algorithm (and skeptical users) reasons to believe you know what you’re talking about.

2. Improve Internal Linking & Crawlability

Your About page tends to attract both human and bot traffic. Search engines often crawl it as one of the first stops on a site.

That’s an opportunity to:

• Link strategically: Since your About page usually has a lot of internal link equity from your header or footer nav, you can use it to pass link equity to other important pages.


• Create a clear site structure: Use contextual links to service pages, blog categories, or cornerstone content to reinforce topic clusters.

Example: If your site is about fitness coaching, you can link from your About page to relevant services like “online coaching” or blog categories like “nutrition plans” and “workout routines.” That provides context and strengthens topical relevance for your whole site.

3. Attract Natural Backlinks

About pages can generate backlinks in several ways:

• As a source of company context: Writers often want to explain who a quote came from or what a company does—that tends to link back to your About page.


• From “as seen in” or “media kit” pages: Featuring logos and press mentions can trigger more coverage and links.


• Through brand searches: If people search your brand name and your About page ranks, you’ll naturally acquire backlinks when third parties mention or cite you.

To improve this even further, make sure the page is:

• Indexable (not noindexed).


• Optimized for your brand keyword (e.g., “About [Brand Name]”).


• Well-structured with heading tags and schema markup if possible.

4. Support Google’s Entity Understanding

Google tries to understand who you are and how your content relates to broader topics. Your About page is a high-confidence source of this information.

How to optimize for entity recognition:

• Use consistent naming conventions for your company and team members across the web and your About page.


• Mention relevant topics to associate your brand with specific industries or niches.


• Add structured data (like Organization or Person schema) to reinforce this understanding in a machine-readable way.

Doing this well helps Google understand that when someone searches for your brand, they’re looking for you, and that your website is a relevant authority for your niche.

5. Meet Search Intent for Branded Queries

People often type branded queries into Google to “vet” a company before making a decision. For example:

• “[company name] + reviews”


• “[company name] + who we are”


• “[company name] + founder”

A strong About page can rank for these queries and shape the narrative. That not only improves branded search performance but also reduces bounce rate and increases conversions by removing uncertainty.

Best Practices for Optimizing Your About Page

• Use a descriptive page title: “Who We Are,” “About [Brand Name],” or something unique can work—but make sure it includes your brand keyword.


• Add structured data: Organization or LocalBusiness schema helps Google parse your business details like logo, founder, and industry.


• Include real people: Use photos, bios, and quotes to add depth and authenticity.


• Use internal links: Point links to commercial pages, service categories, and resource content to funnel equity intelligently.


• Make it scannable: Use <h2> headers, bullets, and visuals to increase time-on-page and improve readability.

Final Thoughts

About pages aren’t just fluff or a branding afterthought. They’re a core part of your site’s SEO strategy—especially if you’re operating in a competitive space or publishing YMYL content.

A well-optimized About page:

• Builds trust with users and Google


• Supports entity-level SEO strategies


• Improves your internal link structure


• Attracts links and traffic passively

If you haven’t touched your About page in a while, it’s likely an underperforming asset that’s ripe for optimization. Give it a strategic update—not just for your users, but for search engines as well.