SEO Quick Wins Friday Five

5 Ways to Make Your About Page Work Harder for SEO

Your About page is more than a bio. Here are 5 ways to turn it into an SEO asset that builds trust and drives traffic.

By Matt Jennings

Quick question: when was the last time you actually looked at your About page? If you’re like most small business owners, you wrote it once, maybe during a late-night website-building session, and never touched it again.

Here’s the thing. Your About page is quietly one of the most visited pages on your entire site. Google Analytics data consistently shows it landing in the top five for most small business websites. And yet, most About pages are doing almost nothing for SEO.

Let’s fix that. Here are five ways to turn your About page from a forgotten afterthought into a genuine ranking asset.

1. Target a Real Keyword (Not Just Your Name)

Most About pages have a title tag like “About Us” or “About [Business Name].” That’s fine for people who already know you, but it does zero work for attracting new visitors.

Instead, think about what someone might search when they’re looking for a business like yours. A plumber in Denver might target “experienced plumber in Denver” or “family-owned plumbing company Denver.” Work that keyword naturally into your title tag, H1, and opening paragraph.

You’re not stuffing keywords here. You’re telling Google (and potential customers) exactly what you do and where you do it. We covered keyword strategy in depth in our post on finding what your customers actually search for.

2. Add Structured Data for Your Organization

If you haven’t added Organization or LocalBusiness schema to your About page, you’re leaving easy wins on the table. Structured data helps search engines understand your business name, location, founding date, and team members in a machine-readable format.

This is especially important now that AI search engines are pulling structured data to generate answers about local businesses. A well-marked-up About page can feed directly into those AI-generated responses.

At minimum, include:

  • Organization name and type
  • Address and service area
  • Founding date
  • Social media profiles
  • Logo image URL

3. Write in First Person and Show E-E-A-T

Google’s quality raters are trained to look for Experience, Expertise, Authoritativeness, and Trustworthiness. Your About page is the single best place on your site to demonstrate all four.

Talk about how long you’ve been in business. Mention specific certifications, awards, or training. Share a brief story about why you started the company. Include photos of your actual team (not stock images).

The goal is to make it clear that real, qualified humans are behind this website. That matters for traditional SEO, and it matters even more for how AI engines decide which sources to trust.

Your About page gets a lot of traffic, which means it passes a lot of link equity. Don’t waste that.

Link from your About page to your most important service pages, your best blog content, and your contact page. Use descriptive anchor text, not “click here.”

For example, if you mention that you specialize in HVAC repair, link those words to your HVAC services page. If you reference a community project, link to a blog post about it. Every internal link from a high-traffic page is a small but meaningful ranking boost for the destination page.

We break this down further in our guide on internal linking strategy.

5. Include a Clear CTA (Not Just a Bio)

Too many About pages end with something like “Thanks for visiting!” and nothing else. That’s a dead end for your visitor and a missed conversion opportunity.

End your About page with a clear next step. That could be:

  • A contact form embedded right on the page
  • A link to schedule a consultation
  • A prompt to check out your services
  • A newsletter signup

Your About page visitor is someone who wanted to learn more about you. They’re already interested. Give them something to do with that interest.

The Bottom Line

Your About page isn’t a vanity project. It’s a high-traffic, high-trust page that can do serious work for your SEO if you treat it right. Optimize the title, add structured data, demonstrate your expertise, link strategically, and always include a next step.

If your About page hasn’t been updated since you built your site, this weekend is a great time to give it some attention.

Need help turning your website into an SEO machine? Get in touch with our team and let’s make every page on your site work harder for your business.