How to Optimize Your About Page for AI Search (GEO and AEO Guide)

Summary

The About page is often the cleanest first-party description of your brand, so it shapes how ChatGPT, Gemini, Perplexity and Claude describe you. This guide covers what to write, which proof to add, how to keep your entity consistent and how to measure the effect on mentions and citations.

Why your About page matters for AI visibility

When someone asks ChatGPT, Gemini or Perplexity "what is [brand]?" or "who are the best tools for X?", the engine has to describe companies in a sentence or two. Where it finds the raw material matters. For many brands, the About page is the most direct first-party statement of what the company is.

That makes it a quiet but important GEO asset. A vague About page full of mission slogans gives a model little to work with, so it falls back on third-party sources that may be outdated or wrong. A precise one gives engines a clean definition to reuse, which supports both brand mentions and accurate descriptions.

This is also an AEO question. Many prompts are definitional or comparative, and the answer often starts with a short description of the brand. If your own page already contains that description in extractable form, you reduce the risk of a distorted summary.

What AI engines look for on an About page

Nobody outside the engines can say exactly how each one weighs a page, and behaviour differs between ChatGPT, Gemini, Perplexity, Claude, Copilot and Mistral. What we can do is write for the qualities that generally help retrieval and summarisation: clarity, specificity and corroboration.

• A direct definition: what the company is, in one sentence, with its category named explicitly.
• Who it serves: the audience, segment or use case, so the engine can match you to the right prompts.
• Concrete facts: founding year, headquarters, team size range, markets, products, all stated plainly.
• Named people: founders and leaders with roles, ideally linked to their own profiles.
• Evidence: customers, partners, awards or press you can substantiate and link to.
• Freshness: signs that the page reflects the company today, not three years ago.

Notice what is missing: superlatives. "Leading", "innovative" and "world-class" are hard for a model to verify and rarely survive into an answer. Specific, checkable statements do.

Write a description models can quote

Start the page with a definition block. Think of it as the sentence you would want an assistant to read back about you. Name your category, your audience and your main differentiator without hype.

A useful template: "[Brand] is a [category] for [audience] that [main capability]. Founded in [year] and based in [location], we help [audience] to [outcome]." Adapt the wording, but keep the structure, because it mirrors how people phrase definitional questions.

Then expand in short sections with descriptive headings. "What we do", "Who we work with" and "How we started" are more useful than "Our journey" or "Our DNA". Descriptive headings give engines natural chunks to retrieve and cite.

Use the same terminology as the rest of your site. If your homepage says "AI visibility platform" and your About page says "next-generation marketing intelligence", you are giving engines two different entities to reconcile.

Add proof: team, history and verifiable facts

Trust signals are not decoration here. Engines tend to favour sources that look reliable and corroborated, and an About page is where you can put those signals in one place.

Show the people behind the company. A short team section with names, roles and links to professional profiles helps connect your brand entity to real individuals. For founders, a brief factual bio, such as previous roles or areas of expertise, supports the expertise signals that matter in many categories.

Tell the company story with dates. A simple timeline of founding, product launches and notable milestones gives models concrete facts to extract. Only include what you can document, and avoid rounded or inflated numbers.

• Customers or sectors you serve, named only with permission.
• Press coverage, podcasts or conference talks, linked to the original source.
• Certifications, memberships or partnerships that can be verified.
• Office locations, legal entity name and contact route.
• Links to your documentation, security page and careers page so related pages reinforce each other.

If a fact is likely to change, such as team size or customer count, either date it ("as of November 2026") or give a range. A stale precise number is worse than an honest approximate one.

Keep your entity consistent across the web

AI engines build a picture of your brand from many sources. When your About page says one thing and LinkedIn, Crunchbase, review sites or Wikipedia-style profiles say another, the model has to guess, and guesses show up as errors in answers.

Run a simple consistency audit. Compare your About page against every major profile on the same dimensions and fix the gaps at the source.

• Official name, spelling and capitalisation of the brand.
• One-line description and category.
• Founding year, headquarters and founders.
• Product names and what each does.
• Social profile links, matched through sameAs references.

Consistency also helps entity recognition, which is the foundation of mentions and citations. If you want the wider picture, our guide to entity SEO for AI visibility goes deeper on how to make your brand an unambiguous entity.

Technical basics: crawlability, schema and freshness

The best copy does nothing if crawlers cannot read it. Make sure the About page is in plain HTML, not hidden behind scripts, tabs that load on click or images of text. Check that your robots.txt does not block the AI crawlers you want, such as GPTBot, ClaudeBot or PerplexityBot, if appearing in those engines is a goal.

Add Organization structured data in JSON-LD with your name, URL, logo, description, founding date, founders and sameAs links to official profiles. Structured data is not a guarantee of citation, and engines vary in how they use it, but it removes ambiguity and costs little.

Keep the page current. Add a visible "last updated" date when it makes sense, and review the page whenever something material changes: rebrand, new product, new leadership or a move. Make sure the page is in your sitemap and linked from the main navigation or footer.

How to measure the impact

Treat the About page like any other GEO change: measure before and after. Build a small prompt set that reflects how people ask about you, then run it regularly across engines.

• Brand description prompts: "What is [brand]?", "What does [brand] do?", "Who founded [brand]?"
• Category prompts: "Best [category] tools for [audience]".
• Comparison prompts: "[Brand] vs [competitor]".
• Accuracy checks: does the answer match your About page on name, category, location and offering?

Track mention rate, citation of your domain, accuracy of the description and sentiment. Because AI answers vary from one run to another, look at trends over several runs rather than a single result.

A 30-day action plan

• Days 1 to 5: run 15 to 20 brand description and category prompts across the main engines and save the answers as a baseline.
• Days 6 to 10: rewrite the opening of the About page with a quotable definition and descriptive headings.
• Days 11 to 16: add the team section, a dated timeline and linked proof points you can verify.
• Days 17 to 22: align LinkedIn, directories, review sites and press boilerplate with the new wording.
• Days 23 to 26: add Organization schema, check crawler access and update the sitemap.
• Days 27 to 30: rerun the prompt set, compare against the baseline and note remaining inaccuracies.

Expect gradual change. Engines refresh at different speeds, so the goal of the first month is a clean foundation and a measurable baseline.

FAQ: About pages and AI search

Does an About page really affect what ChatGPT says about my brand?

It can contribute, especially when engines retrieve live web sources. No one can promise a specific outcome, but a clear, corroborated About page gives engines better material than a vague one.

How long should an About page be for GEO?

Long enough to cover definition, audience, history, team and proof, usually a few hundred to a thousand words. Clarity and structure matter more than length.

Should I add FAQ content to the About page?

A short FAQ with questions people actually ask about your company, such as what you do and who you serve, can help, provided the answers are factual and consistent with the rest of the page.

Is Organization schema required?

It is not required, and it does not guarantee citations. It is a low-effort way to state key facts unambiguously, so it is worth adding alongside good on-page copy.