Structuring About Us Page SEO for Authority & Improve E-E-A-T (Examples)

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The About Us page is one of the most overlooked elements on a content website. I cover why this page is important, the elements I include, and the next steps.

Making your “niche” site into a true “authority” site requires improving the About Us page. Such a page will not add more profit to your bottom line. Still, it will provide necessary information to other sites that want to link to you and brands that want to partner with you, and it will help Google understand your experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).

It only takes a few minutes, but many niche site owners don’t put in the time to work on it.

In this write-up, I go over:

  1. Why is an about page important
  2. 6 must-have elements to include
  3. 2 optional out-of-the-box elements

Let’s get into it!

Why Does Google EEAT Matter?

EEAT stands for Experience, Expertise, Authority, and Trust and is a significant metric that Google uses to determine website rankings. What type of expertise does the writer have on this topic? Why should readers believe them?

Google has stated that EEAT is an essential metric for ranking some sites above others and is likely to increase in importance over time.

Here are some resources to read up on:

  1. SEMRush guide on Google EAT
  2. AHREFs guide on Google EAT
  3. Detailed PDF by Google outlining Quality Ratings

Why Does An About Page Help Google EEAT?

An about page is an easy way to give visitors (and potentially Google) a feel for your expertise on the site’s topic.

What information are you more likely to trust: weight loss advice from a site with an about page talking about being a nutritionist and personal trainer or an about page with a generic bio that doesn’t say anything specific?

A good about page lets a webmaster talk about the history of the site, the reason or purpose behind it, and any credentials or experiences that build trust or expertise. 

This is the chance to show Google that the site author or authors should be considered trustworthy authorities. It’s the first information Google gets on who the authors are and how the information they present should be treated in the search results.

6 Elements to Include in an About Page

An about page should never be seen as a throwaway page. This is a chance to build a rock-solid page not only for Google and its bots but also for any readers who do research or potentially want to know more. 

1. Website History and Purpose

If the website has a long history, this is the time to discuss it. It is even better when mixed with years of personal or educational experience! Giving a direct purpose lets Google know what’s important.

Take a look at this example:

About Page Goal

A concise, direct statement of purpose that has a summarized goal bolded at the end. That’s good formatting for reading and helps Google know “This part is important.”

What if the individual has tons of experience, but the website hasn’t been around as long? If the website is based on an old newsletter or a job/career someone has had for decades, that experience still matters and can be parlayed into a site history.

Case in point for using the history of the practice to the brand of the website:

Website Flip History

I always make sure the website’s history and purpose are covered.

2. About the Editor and/or Owner

Who is the name behind the articles? Some niche sites have an About Page that doesn’t show a picture or give a detailed bio, but these are fighting an uphill battle.

A good bio gives information on the person, credentials, and pictures or images indicate trustworthiness because the site owner isn’t hiding.

This is another opportunity to use relevant credentials to build trustworthiness and authority.

Structuring About Us Page SEO for Authority & Improve E-E-A-T (Examples) About Us Page SEO

This bio gives life information, ties it into the website’s topic and why readers should trust this person, and shows a strong knowledge of that space. This even links to a case study, pulling readers into the site with helpful knowledge and information.

3. About Authors

Having multiple authors doesn’t have to be negative. When done correctly, having a team of authors or editors can be a strong point as long as the bios have pictures to show real people and relevant information about the topic, whether it is education, business experience, or professional credentials.

One example looks like this:

Management Team

A small team that has its credentials laid out to show expertise. If a site has guest posts or contributions, this can be a plus when those authors are authorities in the field and come from sites that have already earned the trust and show expertise in the eyes of Google.

Case in point:


These guests are not only recognized names in the field but have listed areas of expertise and links to sites where they have built up their online reputations. This is how a site takes something often seen as a potential SEO problem with Google and turns it into a strength instead.

4. Press/Media Contacts

A specific email or contact information for press inquiries is a great trust indicator. It tells Google there’s a serious organization behind the website that must be worthy of coverage since 

These don’t have to be complex. The following screenshot is a perfect example.

Press Social Media

Social media profile links and press contact all in one place, and a simple design like this fits unobtrusively right in the middle of the page.

Being featured in major news outlets or authority sites is important to earn EEAT with Google. While Google pays attention to where a name or website name occurs elsewhere on the web, it’s important to connect those back to the site.

If I have major press features for a site, I brag those up to bring that high level of trust for Google and its readers.

This doesn’t have to be multiple paragraphs or a boring set of bullet points. A nice visual of logos can do it.

In the Press

Active social media profiles demonstrate that a site is far less likely to be a fly-by-night operation. SEO specialists have a thousand different opinions on social proof, but to some extent, social proof is a part of SEO, whether directly or indirectly.

2 Out-of-the-Box Tactics You Can Try

These two tactics won’t be appropriate for every business, but good potential out-of-the-box tactics can further the EEAT on the right websites.

1. Add a Google Map Embed With Physical Address

If there’s an office, an actual business, or any location attached to the site, having a physical address shown on Google Maps is an excellent way to more firmly commit to Google’s mind that the site is a reliable brand with a real business behind it.

2. Add a Phone Number

A phone number is a significant trust indicator. Whether this goes to you, an office or a call answering service depends on the setup of the business and its goals, but it is a viable way to increase the EEAT on an About Page.

Actionable Next Steps

Too many websites put one non-descriptive paragraph down on the About page. This is a missed opportunity. 

Here is what I recommend you to do immediately:

  1. Add 3-4 sentences on the history and the vision of the website
  2. Add a few sentences, a bio image, and the credentials of the main editor/writer of the site
  3. Add social media links, and create a unique email (e.g., [email protected])
  4. Add a contact form to the page

These are extremely quick to do but can be game-changing in your ability to attract backlinks and repeat visitors.

Johnny Sebastian
Johnny Sebastian

Johnny Sebastian is an experienced advertising and marketing expert with skills in content marketing, online advertising, and software conceptualization. He writes clear and actionable content for to help enhance readers' understanding of the hosting industry. In addition to this, Johnny collaborates with startups and works with One Up Digital's management team to navigate the ever-changing landscape of content marketing, online advertising, and software development.