Here's How to Stay Ahead of Your Competition
AI is rocking the SEO boat again, folks. This time, it involves your About page. You may have written it one time back in the day and forgot about it. But that quiet little page now plays a major role in how both Google and AI tools understand your business.
Your About page is the foundation of your online identity, or at least it could be. It’s the place where search engines and generative models (ChatGPT, Gemini, etc.) decide who you are, what you do, and whether you can be trusted.
Let’s look at how to turn your About page into one of your strongest marketing assets. It’s a little techy, but worth the effort. I’ve broken it down into easy steps below.
The Two GEOs You Need to Know
There are two kinds of optimization your About page can support and they’re both referred to as GEO just to make us crazy, but hang in there.
Google Entity Optimization helps Google connect the dots between your business name, services, location, and credibility. It’s what makes your website, LinkedIn profile, and Google Business Profile all tell the same story.
Generative Engine Optimization helps AI systems like ChatGPT, Perplexity, and Gemini find and summarize your content accurately. These engines look for well-structured, question-based writing that clearly answers what you do and why it matters.
In short: Google’s GEO helps you get found, and generative GEO helps you get mentioned. A strong About page does both automatically.
The Simple Goal: Answer Three Questions Clearly
Every good About page should make it easy for both people and search systems to understand three things:
Who are you? (The entity name)
What do you do? (Your services or expertise)
Why should anyone trust you? (Proof and credibility)
If your page answers those questions directly and consistently, you’ve already done more than most businesses ever do for SEO.
Step 1: Use a Real Headline
Don’t Use “About Us.” Instead, use a headline that tells people and Google exactly who you are. I might use:
Who Is Steve Tannuzzo? | Content Marketing & SEO for Massachusetts Small Businesses
That headline instantly identifies name, focus, and region. Those are the three elements search engines use to recognize you as a legitimate entity.
Step 2: Start With a Direct Answer
Open with one short paragraph that summarizes who you are and what you do. Example:
Steve Tannuzzo is a Massachusetts-based content marketing and SEO professional who helps small businesses get noticed and get business. As founder of Tannuzzo Creative in Marlborough, he provides copywriting, SEO, and marketing strategy that turn clear, authentic messaging into measurable results.
That 40-word summary gives both readers and AI models everything they need to understand your expertise.
Step 3: Turn Your Experience Into Evidence
Instead of long stories about your career, use simple bullet points or short sentences that highlight your experience, certifications, and leadership roles. Those clear facts are trust signals that matter as much to algorithms as they do to people.
Step 4: Make Your “Why” Obvious
Don’t just describe what you do; explain what makes you different. Maybe it’s my blend of human storytelling with AI tools, or your focus on one skill that enhances your overall success. This is where you show the value behind your work.
Step 5: Use Question-Based Subheads
Write your section headings as real questions that potential clients might search.
What Services Does Tannuzzo Creative Offer?
Who Does Tannuzzo Creative Work With?
These natural-language phrases help Google match your content to real-world queries and make your page easier to read.
Step 6: Add an FAQ
Pro tip: Include three to five short questions clients often ask before hiring you. Give concise answers in under 60 words. This format builds trust and gives your page a chance to appear in Google’s FAQ-style search results.
Step 7: Show the Human Side
Include your name, photo, and a few personal details: where you live, your hobbies or community ties. This makes you relatable and helps Google confirm you’re a real person connected to a real business.
Step 8: Make It Easy to Reach You
Every About page should guide visitors to the next step. Replace vague calls to action like “Click here” with descriptive links such as “Book a Discovery Meeting,” “Request a Quote” or “Schedule a Consultation.” That language also reinforces and fortifies your brand identity.
Step 9: Schema Markup
If you use Use Yoast or RankMath for SEO, you’re in luck. You may need to reach out to your IT pro (or me!) to help if you get stuck, but you can get the job done yourself. Be sure to include structured data for Person, Organization, and FAQPage. This invisible code tells Google exactly who you are and how to classify your content. Your information may then appear in knowledge panels and AI summaries.
Here’s a partial shot of the code. DO NOT FREAK OUT! 😀 I’ll show you how easy it is below, in simple steps.
Step 10: Add Your Schema Markup
Schema markup is the hidden code that helps Google and AI tools understand your business facts: who you are, what you do, where you’re located, and how to reach you.
You don’t need to be a developer to add it. You just need to collect the right details and use a plugin like Yoast or RankMath to apply them correctly.
What You’ll Need
Before you add schema, gather this info:
Your business name (as it appears on Google Business Profile)
Your website URL
Your business address (city and state at minimum)
Your logo file URL
Your professional headshot URL (for personal schema)
Links to your main profiles — LinkedIn, Instagram, Google Business Profile, etc.
A few short FAQs (three to five) about your services or process
How to Add Schema in Yoast
In WordPress, go to SEO → Search Appearance → Knowledge Graph & Schema.org.
Select Organization and fill in your name, logo, and contact email.
Edit your About page and scroll to the Yoast panel at the bottom.
Under the Schema tab, choose About Page as the Page Type.
Add a Custom HTML block at the end of the page (or use Yoast’s “Advanced” → “Additional Schema” field if available).
Paste your JSON-LD code block there — the one that defines your Person, Organization, and FAQPage.
How to Add Schema in RankMath
Edit your About page in WordPress.
Scroll to the RankMath SEO panel and select the Schema tab.
Click Add Schema → Custom Schema.
Choose JSON-LD Code as the type.
Paste your schema block and click Save for This Post Only.
Update the page, then test it in Google’s Rich Results Test.
If the test shows your Organization, Person, and FAQPage entities without errors, your schema is live and valid.
Why It Matters
Adding schema once tells Google exactly how to connect your website, name, and brand across the internet. This strengthens your visibility in both search results and AI-generated answers.
Your About page is the anchor of your digital presence. It’s where Google decides if it can trust you and where AI systems decide if you’re credible enough to mention.
Most business owners spend hours polishing blog posts but only ten minutes on their About page. But that one page validates everything else you publish.
Need help? Contact Me to Get Started.
Let’s build your Google-ready, AI-friendly business profile together.