Of all the pages on your website, your About page has the highest leverage for AI visibility. It is typically the page that AI systems retrieve when a user asks "what do you know about [brand]?" — and the quality of that retrieval directly determines whether AI models describe your brand accurately and positively. Most About pages are written for human readers and optimised for brand storytelling. GEO requires a different approach: an About page that is also a precise, machine-readable entity brief.
Why the About page is your most important GEO asset
AI models need unambiguous entity definitions to describe brands correctly. When a model encounters your brand name in training data or at retrieval time, it looks for the most authoritative, comprehensive description of what your brand is. Your About page is the most likely candidate for that definition — it's the page most explicitly designed to answer "who are you and what do you do?"
The problem is that most About pages are optimised for narrative impact rather than information clarity. They tell stories, use brand voice, and avoid the precise, factual language that AI systems need. The result is that AI models often describe brands vaguely, inaccurately, or not at all — not because the brand lacks a web presence, but because that presence doesn't include the right kind of clear, structured entity definition. The 7 factors of AI visibility all trace back in some way to entity clarity — which starts here.
"Write your About page as if you're briefing a journalist who knows nothing about your company. That's exactly the kind of clear, factual summary that AI models extract and reproduce."
The entity definition paragraph: getting it right
The most important element of a GEO-optimised About page is the entity definition paragraph — a clear, factual, first-paragraph description of your brand. This paragraph should answer, in this order: what is the brand (type of company), what does it do (core product or service, stated plainly), who does it serve (target audience), and what makes it notable (scale, key differentiator, founding year). Here is a template:
"[Brand] is a [company type] founded in [year] that provides [core product/service] to [target audience]. [Key differentiator or notable fact]. [Brand] is headquartered in [location] and serves [customer count or geography]."
This paragraph should use your exact brand name (as you want AI models to refer to you), unambiguous category language, and specific facts. Avoid marketing language, superlatives, and vague claims. The goal is not to be compelling — that can come later in the page. The goal is to be unambiguously accurate. This is the paragraph that AI systems will reproduce when they describe your brand.
NAP consistency and what it means for AI
NAP stands for Name, Address, Phone — a concept from local SEO that has broader relevance for entity recognition. AI models synthesise entity information from many sources across the web. When your brand name appears differently across different sources (e.g., "Acme Corp", "Acme Corporation", "ACME"), the model may treat these as separate or related entities, diluting the coherence of your entity representation.
Audit your brand name consistency across your own site, social profiles, press coverage, directory listings, Wikipedia, and Wikidata. Choose the canonical form of your brand name — the exact capitalisation and punctuation you want AI models to use — and ensure it is consistent everywhere. The same principle applies to your brand description: a consistent, repeated entity definition across authoritative sources builds a much stronger entity model than a dozen different descriptions.
NAP inconsistencies confuse both local SEO algorithms and AI entity systems. Cleaning them up is unglamorous work, but it has measurable impact on AI description accuracy within weeks of implementation.
Founder and team profiles that build authority
The About page is also the natural home for founder and key team member profiles. These profiles serve a dual purpose in GEO: they connect your Organisation entity to Person entities (which adds richness and credibility to your entity representation), and they build E-E-A-T signals by establishing that real, credentialled humans with verifiable expertise are behind the brand.
For each key team member profiled: include their full name, title, specific professional credentials or educational background relevant to the company's domain, and links to their professional profiles (LinkedIn, personal website, published work). Use Person schema markup to make these profiles machine-readable. If a founder has given TED talks, published books, or has a Wikipedia article of their own, link to these — they are high-authority person entity signals that reflect on the Organisation entity.
Credentials, certifications, and third-party validation
AI models weight content from organisations with verifiable third-party validation more highly than content from organisations that only self-attest to their credentials. Your About page should include explicit references to any relevant third-party validation: industry certifications and accreditations, regulatory licences (where applicable), membership of professional bodies or trade associations, awards from credible third parties, and any government or academic partnerships.
These credentials should be listed factually and specifically — not "we're an award-winning company" but "recipient of the [specific award name] from [awarding body], [year]." Specificity is a trustworthiness signal. Vague superlatives are a red flag that AI systems have learned to discount.
About page structured data (Organization + Person schema)
Your About page should carry the most complete Organization schema on your site. Beyond the basic fields, include: sameAs URLs to Wikipedia, Wikidata, LinkedIn, Crunchbase, and any other authoritative external profile; award for any significant recognitions; memberOf for industry associations; and employee or founder linking to Person entities for key team members. For the full structured data framework, see our guide on structured data for LLMs.
Maintaining and updating your About page
The About page should not be a set-and-forget asset. Every major company milestone — new funding round, significant customer milestone, leadership hire, product launch, or geographic expansion — should be reflected in the About page's entity definition paragraph and factual content. Keep the dateModified schema field current, as recency signals to retrieval systems that the information is fresh and reliable.
Run the entity recognition check from our GEO audit guide quarterly: ask each major AI model "What do you know about [brand]?" and compare the response to your About page content. Discrepancies indicate either that the model hasn't absorbed your latest updates, or that conflicting information elsewhere on the web is overriding your authoritative description. Either case requires investigation and remediation. Use Sight to track AI description accuracy automatically →