March 29, 202611 min read

How to Optimize Your About Page to Appear in AI Responses

A practical guide to optimizing your About page for AI citation. What data to include, how to structure it, Schema.org Organization markup, and examples of good and bad pages from an AI perspective.

Vladislav Puchkov

Founder of GEO Scout, GEO optimization expert

Monitoring data from GEO Scout shows a consistent pattern: brands with detailed About pages containing specific numbers and facts receive significantly more accurate and positive descriptions in AI responses than brands with template pages full of generic phrases.

Why AI Systems Start with the About Page

When a user asks AI "what company is X" or "who to choose for Y," the AI gathers data from multiple sources. But the About page holds a special place — it's the primary source, official information from the brand itself.

AI systems use the About page for three purposes:

1. Fact verification — checking founding year, size, geography
2. Description formation — creating a brief company characterization in the response
3. Expertise assessment — determining competencies and specialization for recommendations

The problem is that most About pages are written for people who are already on the site and already interested. AI systems need a different approach — structured facts, not emotional promises.

Learn more about what brand AI visibility is and how AI systems form responses in a separate article.

Good vs Bad About Page for AI

Bad Page (typical)

"We are a dynamically growing company that strives to provide the best solutions for our clients. Our team of professionals is ready to help you achieve your goals. We value quality, innovation, and customer focus."

What AI sees: zero facts. Cannot determine the field of activity, size, or competencies. Impossible to include in a response to "who to choose for X."

Good Page (optimized for AI)

"TaskFlow is a project management service for IT teams. Founded in 2019 in Moscow. 12,000+ active teams in Russia and CIS. 47 employees, 32 of them developers. Integrations with Jira, GitLab, Slack, and 40+ services. Average rating 4.7 on G2 and Capterra. Clients: Sber, Yandex, VK, Ozon. ISO 27001 certified. In 2025, we made the top 10 on ProductHunt in the Productivity category."

What AI sees: concrete data for a response. Field — project management. Size — mid-range SaaS. Geography — Russia and CIS. Social proof — major clients, ratings, certifications. AI can include this brand in recommendations.

Comparison Table

12 Essential About Page Elements for AI

Block 1: Identification

1. Full company name and legal entity — AI must accurately identify the brand
2. Founding year — the fact AI uses in descriptions most often
3. Geography — city, country, operating regions
4. Field of activity — one sentence, no metaphors

Block 2: Scale and Numbers

5. Number of employees — specific figure or range
6. Number of clients/users — with current date
7. Financial metrics — revenue, growth, investments (if public)
8. Key client names — 5-10 most recognizable

Block 3: Expertise and Trust

9. Awards and certifications — with years received
10. Ratings on external platforms — G2, Capterra, TrustPilot
11. Key specialists — names, titles, expertise
12. Unique achievements — patents, research, records

Schema.org Organization: Markup for Machines

Schema.org Organization is JSON-LD markup that communicates structured company data to AI systems. Without it, the AI must "parse" page text on its own, leading to errors and data loss.

Full Markup Example

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "TaskFlow",
  "legalName": "TaskFlow LLC",
  "url": "https://taskflow.ru",
  "logo": "https://taskflow.ru/logo.png",
  "foundingDate": "2019-03-15",
  "description": "Project management service for IT teams",
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "value": 47
  },
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Moscow",
    "addressCountry": "RU"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+7-495-XXX-XX-XX",
    "contactType": "customer service",
    "availableLanguage": ["Russian", "English"]
  },
  "sameAs": [
    "https://t.me/taskflow",
    "https://vc.ru/taskflow",
    "https://habr.com/company/taskflow"
  ],
  "founder": {
    "@type": "Person",
    "name": "Ivan Petrov",
    "jobTitle": "CEO and co-founder"
  },
  "award": [
    "ProductHunt Top-10 Productivity 2025",
    "Runet Prize 2024"
  ],
  "iso6523Code": "ISO 27001:2022"
}

What Schema.org Organization Gives AI

Learn more about structured data for AI in the article FAQ and Schema.org for Appearing in AI Responses.

Common About Page Mistakes

Mistake 1: All Emotions, Zero Facts

"We're changing the world for the better" — that's not information. AI cannot insert this into a response to "which companies work in the X field." Every statement should contain a verifiable fact.

Mistake 2: Outdated Data

"Over 500 clients" — written in 2021. Now there are 3,000 clients, but the page hasn't been updated. AI cites the old number, and the brand looks smaller than it is. Update at least quarterly.

Mistake 3: Missing Team Information

AI systems value the expertise of specific people. A page without names and titles is an anonymous company. Add at least 3-5 key specialists with their qualifications.

Mistake 4: Landing Page Instead of Information

Some companies turn their About page into a sales landing page with "Try for Free" buttons. AI doesn't look for buttons — it looks for facts. Sales belong on other pages.

Mistake 5: No Schema.org Markup

AI can interpret page text in different ways. Structured data removes ambiguity. Without Organization markup, the AI may confuse the company name with a product name or incorrectly identify the field of activity.

Mistake 6: Content Hidden Behind JavaScript

If data on the About page loads through JavaScript animations, tabs, or accordions, some AI systems won't see it. Critical facts must be in HTML accessible on first load.

Structure of an Ideal About Page for AI

Recommended Block Order

1. Heading with name and specialization — "TaskFlow — Project Management Service for IT Teams"
2. Key numbers — year, employees, clients, geography (table or cards)
3. Mission — one sentence, specific, mentioning the target audience
4. History with milestones — chronology of key events with dates
5. Team — names, titles, expertise of key specialists
6. Clients and case studies — logos + brief results
7. Awards and ratings — with years and links
8. Contacts — physical address, phone, email

Example Key Numbers Block

This format is instantly readable by AI and can be used in a response: "TaskFlow is a Russian project management service founded in 2019 with over 12,000 active teams."

How to Check What AI Sees on Your Page

Step 1: Ask AI About Your Company

Ask ChatGPT, Perplexity, or Yandex with Alice: "What company is [your brand]?" Compare the response with data on your About page. If AI cites outdated numbers or doesn't know the company at all — that's a signal to optimize.

Step 2: Check Competitors

Ask the same question about 3-5 competitors. See what facts AI uses in their descriptions. This reveals what data AI systems consider important in your niche.

Step 3: Set Up Monitoring

Manual checking is a one-time exercise. For systematic work, you need daily monitoring. GEO Scout tracks how 9 AI providers describe your brand, what tone they use, and which facts they cite. The Command Center shows priority actions — including recommendations for optimizing website content.

Additional Pages That Strengthen Your About Page

The About page doesn't exist in a vacuum. AI collects information from across your entire site.

Team page — individual specialist profiles with qualifications, publications, speaking engagements. Schema.org Person for each.

Clients/case studies page — detailed case studies with result numbers. AI cites specific outcomes: "increased conversion by 34%."

Press center — company news, press releases. Currency and activity are signals for AI.

FAQ — frequently asked questions. AI literally uses FAQ to form responses. Learn more in the article FAQ and Schema.org for Appearing in AI Responses.

Each of these pages increases the volume of structured brand data available to AI systems. The more facts AI can verify from different sources, the more confidently it includes the brand in recommendations. How appearing in AI recommendations works is covered in a separate article.

Industry-Specific Considerations

B2B Companies

For B2B, critical factors are: team size, certifications, client portfolio with names, industry specialization. AI often compares B2B companies by size and expertise. Learn more — GEO for B2B.

E-commerce

For online stores: product count, delivery geography, ratings, return policies, payment methods. AI recommends stores that explicitly list these parameters. Learn more — GEO for e-commerce.

SaaS Products

For SaaS: number of users, integrations, pricing tiers, uptime, security certifications. AI compares SaaS by functionality and reliability. Learn more — GEO for SaaS.

Local Business

For local companies: exact address, business hours, service area, map ratings. AI provides local recommendations based on geography. Learn more — GEO for local business.

Checklist: Optimizing Your About Page for AI

• List the full company name and legal entity
• Add the founding year
• List the number of employees (current figure)
• List the number of clients/users with date
• Name 5-10 key clients
• Add operating geography
• Describe the field of activity in one specific sentence
• Implement Schema.org Organization JSON-LD
• Add a block with key specialists (names, titles, qualifications)
• List awards and certifications with years
• Add ratings from external platforms
• Create a chronology of key milestones
• Ensure critical data isn't hidden behind JavaScript
• Update all numbers to current values
• Set up monitoring of AI brand descriptions
• Check how AI describes the company before and after optimization

Summary

The About page is not a decorative section of the site — it's a key data source for AI systems. They use it to identify the brand, form descriptions, and decide whether to include it in recommendations.

About page optimization is one of the fastest and most effective GEO actions. Replace marketing cliches with facts, add Schema.org Organization markup, update your numbers — and AI will start describing your brand more accurately and positively.

Track results through GEO Scout — compare how AI described the brand before and after optimization. This provides concrete data on the effectiveness of changes and suggests next steps through the Command Center.