When it comes to SEO, many business owners tend to focus on their home page, service pages, and blog posts, but there’s one important page that often gets overlooked—the About Page. Many use it as a page to share their story and passion, but if you utilize the right about page SEO strategy, it can help you build trust with potential clients and search engines!
In this article, I’ll break down why your About Page is a crucial part of your SEO strategy and how you can optimize it to demonstrate E-A-T (Expertise, Authoritativeness, and Trustworthiness) to both Google and potential clients.
The Importance of Your About Page SEO for E-A-T
One of the most influential Google ranking factors today is called E-A-T: Expertise, Authoritativeness, and Trustworthiness. It is a known ranking factor that Google finds important, as it prioritizes showing useful and relevant content to its users, and therefore cares about how credible and reliable your website is. E-A-T is especially important for websites offering professional services, as clients need to feel confident that they’re working with experts in the field.
Your About Page is the perfect place to demonstrate your E-A-T. Not only is it where you tell your story and give a personal and professional background, but it’s also where you showcase your qualifications and prove to both search engines and potential clients that you are an expert in your industry, niche, and location.
What to Include in Your About Page for SEO
To make the most out of your About Page and to help your overall SEO strategy, here are some essential elements to include that will help both search engines and clients understand your value:
1. Certifications and Credentials
Having industry-relevant certifications or specialized training is a powerful way to boost your E-A-T. Displaying this information on your About Page shows that you have expertise and are qualified to offer your services. Whether it’s a professional membership, a certification, or completion of relevant courses, make sure to highlight your credentials. This establishes you as an expert in your field.
2. Press and Features
Press mentions, podcast appearances, and features in high-quality publications can significantly enhance your authority and trustworthiness. If you’ve been featured in the media or had your work recognized by a reputable source like a blog, it’s crucial to mention these on your About Page, and all over your website for that matter. This builds your authority and shows that others in the industry value your expertise.
3. Experience
It’s important to outline your years of experience and specific areas of expertise. Notable clients, past achievements, and how you’ve impacted others can help demonstrate your level of authority. The longer you’ve been in business and the more accomplished you are, the more likely clients will trust your services.
For example:
“With over 15 years of experience capturing moments for over 500 clients, I specialize in intimate, personalized portraits that tell a story.”
4. Professional Associations
Being a member of reputable organizations in your field adds credibility and shows that you’re committed to your profession. It signals to both search engines and clients that you are up to day on industry standards and continuously strive to improve your skills.
For example:
“Member of the National Association of Professional Photographers (NAPP).”
5. Testimonials and Case Studies
Including client testimonials or case studies on your About Page, and everywhere on your website, helps build trust and authenticity. A real-life success story or a positive review from a happy client shows potential clients the results clients can expect when working with you. Positive feedback and social proof from others is one of the most powerful ways to convince potential clients that you’re the right choice among a sea of talented competitors.
Here’s a review from my recent done-for-you SEO client Eva who said, “I have been a photographer for over a decade and have always been a do-it-yourselfer. Turns out SEO is HARD and I felt incredible overwhelmed every time I tried to learn about how to master it. I found Taylor through a Facebook group I’m in and let me just say I’m beyond impressed. She’s incredibly professional, talented, organized and just all-around wonderful to work with. In just a few weeks my website has been transformed and I not only rank for a ton of new keywords but also saw a big jump in keywords I was already ranking for. There is no magic trick to SEO, you just have to put in the work (or better yet, let Taylor handle it for you!!). I’m so happy with my results so far and know this is just the beginning. I am thrilled to also continue working with Taylor going forward – I love that she has an option for ongoing maintenance if you want it. If you’re on the fence about hiring someone to help you with this, let this be your sign to hire Taylor!”
Bonus Tip: About Us Page SEO Title
Rather than using a generic page title like “About Us” or “About Me,” take advantage of your page title and H1 to describe exactly who you are and what you do. This small change can help you target additional, relevant keywords that potential clients are searching for.
For example, instead of “About Us,” use a title like:
- “About SEO Specialist Taylor”
- “About Newborn Photographer San Diego”
By including specific keywords related to your business and location, you not only improve your chances of ranking for those terms but also provide a clear and immediate understanding of what your business offers to visitors. This simple optimization can boost both your SEO and user experience.
How About Page SEO Benefits Your Overall Website SEO
By making your About Page SEO-friendly and prioritizing sharing your credibility, you’re not just optimizing for search engines—you’re improving your user experience. Visitors to your site are looking for a reason to trust you with their business, and your About Page plays a key role in building that trust.
Your About Page is far more than just a place to share your backstory. By using an effective About Page SEO strategy with E-A-T at the forefront, you’re signaling to Google that you can be trusted, which can lead to improved search rankings. Plus, when potential clients read about your expertise, they’ll be more likely to trust you and book your services. It’s a powerful tool for improving your website’s SEO and showcasing your expertise to both search engines and potential clients.
Need help optimizing your website for SEO? We specialize in helping creative professionals transform their websites into powerful tools for attracting and converting clients. Contact Taylor today to learn how we can help you make the most of your website and reach your dream clients online!
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