Why your About page matters more than you think....

Most business owners treat their About page like a formality. A few sentences about how long they’ve been around, a generic mission statement, maybe a team photo from 2016.

But here’s what’s actually happening in 2025, AI tools like Google’s AI Overviews, ChatGPT, and Gemini are scanning your About page to understand who you are.

They’re not looking for fluff.

They’re looking for proof that you’re a real, trustworthy entity.

This is where E-E-A-T comes into play.

Experience, Expertise, Authoritativeness, and Trustworthiness are how AI decides which businesses to trust and which to ignore.

Your About page is where it finds those clues.

Real names, credentials, links to verified profiles, years in business, associations, reviews, photos, and consistent information across platforms all connect the dots.

Your About page is where AI starts to figure out who you actually are.

You can call it ENTITY UNDERSTANDING, but here’s what’s really going on:

AI uses something called Named Entity Recognition to scan your page for people, places, and business details that identify you.

Then it uses a process called Entity Resolution to match that information to what it finds on your Google Business Profile, LinkedIn, Yelp, or anywhere else you appear online.

When all those signals line up, AI connects the dots and sees your business as a verified, trustworthy source.

That process powers Google’s Knowledge Graph and ties directly into E-E-A-T, which helps determine whether you’re credible enough to recommend when someone searches for what you do.

@Mike Clay

by the way is the king of shaping and controlling Google’s Knowledge Graph!

If your About page is vague or outdated, AI can’t confidently recommend you.

But when it sees a complete and credible story that matches your profiles and reviews elsewhere, your authority score rises and so does your visibility.

So that's my long winded way to say your About page is not just for people anymore.

It’s how AI confirms you are who you say you are.

With

@Mike Clay

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