· @Peak Marketing
To optimize an About page for E-E-A-T, name the real people behind the business, show their credentials and hands-on experience, back every claim with something a visitor can verify, and make the company easy to contact. Then mark the page up with Organization and Person schema so search engines can connect those facts to your brand. At Peak Marketing, this is one of the first pages we review when a client’s content is solid but rankings stall.
The About page rarely ranks on its own. Its job is different. Google’s quality raters are told to look for information about who runs a site and who created its content, and the About page is usually where they find it. A thin page with stock photos and a mission statement gives them nothing to work with. A detailed one gives every other page on your site a stronger foundation.
What Google Looks for on an About Page
E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. It is not a single ranking factor you can switch on. It is a framework Google uses to describe the kind of content its systems try to reward.
Google’s guidance on helpful content asks creators to think about who made the content, how it was made, and why it exists. The About page answers the “who” for the entire site. When human raters evaluate a page, they look at information about who is responsible for it and the reputation of the business behind it. Little or no information about the website owner counts against the page.
The bar is higher for law firms, dental practices, and financial businesses. Google calls these “Your Money or Your Life” topics because bad advice can hurt someone. If you run a firm in one of these fields, your About page carries more weight than it would for a hobby blog.
Steps to Build an About Page That Shows E-E-A-T
Work through these in order. Each one fixes a specific gap that raters and search engines notice.
- Name the people who do the work. List the owner, the attorneys or clinicians, and anyone who writes content for the site. Use full names. A page that only says “our team” tells Google nothing about who is accountable.
- Show experience with specifics. “Years of experience” is vague. “Has handled more than 400 workers’ compensation claims since 2014” is not. Count cases, procedures, projects, or clients wherever you honestly can.
- List credentials a visitor can check. Include bar admissions with the state and year, dental licenses, board certifications, and degrees with the school named. Link to the state bar profile or licensing board lookup when one exists.
- Use real photos. Stock images of handshakes undercut everything else on the page. Photograph your people in your actual office.
- Tell the founding story briefly. Explain when the business started, where, and why. Two or three short paragraphs are enough.
- Add outside proof. Link to reviews, awards with the year and issuing organization, speaking engagements, published articles, and press coverage. Third-party mentions carry more weight than anything you say about yourself.
- Make contact information complete. Show a physical address, an email, and business hours. Match the name and address exactly to your Google Business Profile and directory listings.
- Connect the page to author bios. Every blog post should link to a bio, and every bio should link back to the About page. This ties individual expertise to the business.
- Add structured data. Use Organization schema (or LegalService or Dentist, both more specific types) on the About page, and Person schema for each team member. Include the sameAs property to point to LinkedIn, the state bar profile, and other official listings.
What This Looks Like by Industry
Law firms
A personal injury or employment firm should give each attorney a short section on the About page and a full bio page of their own. The bio should cover bar admissions, courts the attorney practices in, notable verdicts or settlements (within your state’s advertising rules), and bar association memberships. Many state bars restrict how results can be described, so check the rules before you publish a dollar figure.
Dental practices
Patients want to know who will be in the room with them. List each dentist’s dental school, graduation year, and continuing education in areas like implants or sedation. Membership in the American Dental Association or a state dental association is worth naming and linking.
Local service businesses
A trailer dealer or contractor earns trust differently. Years in the same location, the owner’s background in the trade, manufacturer certifications, and photos of the actual lot or shop do more than any credential list.
Weak About Page vs. Strong About Page
Most About pages fail in the same places. This comparison shows the usual problem and the fix.
| Element | Weak version | Strong version |
| People | “Our dedicated team” | Full names, roles, and links to individual bios |
| Experience | “Decades of combined experience” | Specific case counts, years in practice, areas handled |
| Credentials | Not mentioned | Bar or license numbers with links to official lookups |
| Photos | Stock images | Real staff photos taken in the office |
| Proof | Self-written praise | Linked reviews, dated awards, press mentions |
| Contact | A form only | Address, email, and hours matching all listings |
| Markup | None | Organization and Person schema with sameAs links |
The mission statement is the other common trap. A line like “we put clients first” says nothing a competitor could not also say. Replace it with a concrete policy, such as how quickly you return calls or how you bill.
How Peak Marketing Audits an About Page
When we review a client’s site, the About page gets checked against the same questions a quality rater would ask. Can a stranger tell who runs this business? Can they verify it somewhere else? Does the information match what appears on Google Business Profile, Avvo, Healthgrades, or Yelp?
That last question catches more problems than people expect. An attorney who left the firm two years ago still listed on directories, or an old suite number on the About page, sends mixed signals. We fix those through citation cleanup at the same time we rewrite the page.
We also look at the About page as part of a larger content system. Author bios, service pages, and blog posts should all point back to the same verified people. A strong About page with anonymous blog posts only does half the job.
Make Your About Page Do Its Job
An About page builds E-E-A-T when it replaces general claims with names, numbers, credentials, and links a visitor can follow. Real photos, consistent contact details, and schema markup finish the work. None of this is complicated, but it does take an honest look at what your current page actually proves.
If you want a second set of eyes on your About page and the author bios connected to it, Peak Marketing can review it as part of an SEO audit. We work month to month with no long-term contracts, so you can start with the pages that matter most and see results before committing to more.
Sources
- Google Search Central Blog, “What creators should know about Google’s August 2022 helpful content update”: https://developers.google.com/search/blog/2022/08/helpful-content-update
- Search Engine Land, “Google reiterates guidance on AI-generated content: write content for people”: https://searchengineland.com/google-reiterates-guidance-on-ai-generated-content-write-content-for-people-392840
- iO Digital, “Google E-E-A-T: creating content that puts people first”: https://www.iodigital.com/en/insights/blogs/google-e-e-a-t-creating-content-that-puts-people-first
- Search Engine Journal, “Google Updates Helpful Content Guidance, Streamlines Search Console Reports”: https://searchenginejournal.com/google-updates-helpful-content-guidance/485012
- Peak Marketing homepage (services, approach, and contract terms): https://peakmarketingus.com/
