Create a dedicated About page

An About page provides essential context about the source of the information on your website. It helps search engines and users understand the expertise and authority behind the content.

Code Example#

Ensure the About page is easily discoverable, typically via the main navigation or the footer.

<footer>
  <nav aria-label="Footer Navigation">
    <ul>
      <li><a href="/about">About Us</a></li>
      <li><a href="/contact">Contact</a></li>
      <li><a href="/privacy-policy">Privacy Policy</a></li>
    </ul>
  </nav>
</footer>

Why It Matters#

• E-E-A-T: Directly supports the Trustworthiness and Authoritativeness pillars of Google's Quality Rater Guidelines.
• Transparency: Shows users who you are, reducing bounce rates and building long-term brand loyalty.
• Entity Recognition: Helps search engines connect your website to a real-world entity (person or organization).
• Compliance: For many industries, identifying the content creator is a legal or regulatory requirement.

Exceptions#

• Necessary utility or compliance pages can be intentionally brief and should not be judged by the same editorial-depth expectations as ranking-focused content.
• AI-assisted drafting is not a failure by itself; flag unsupported claims, missing editorial review, or low-originality output instead.
• When a page has both trust-signal issues and crawl/index problems, make the page eligible to rank first and then improve the content quality signals.

Standards#

• Use these references as the standard for the final search-facing HTML, metadata, and crawl behavior.
• Check the implementation against Google Search Central: Search Essentials before treating the rule as satisfied.
• Check the implementation against Google Search Central documentation before treating the rule as satisfied.

Verification#

Automated Checks#

• Inspect rendered HTML and HTTP headers to confirm the expected metadata or crawlability signal is present.
• Test the affected URL with Google Search Console or equivalent tooling where relevant.
• Re-crawl a representative page set after deployment.

Manual Checks#

• Confirm the change does not create conflicting canonical-url, robots, or structured-data signals.