About Us page SEO is the practice of adding entity data, schema markup, and named credentials to your company page.
This is so that Google’s E-E-A-T system and AI engines such as ChatGPT, Perplexity, and Google AI Overview can verify your business as real and trustworthy.
This matters most for Malaysian SME owners comparing SEO agencies, because Google checks this page before it ranks any other page on your site.
Most About Us pages skip every signal AI engines look for, which quietly caps how much trust the rest of the site can earn.
Key takeaway: Google and AI engines read your About Us page for entity data before they extend trust to any other page on your domain.
Table of Contents
What Is About Us Page SEO?
About Us page SEO means structuring your company page so search engines and AI models can extract three things: who runs the business, what expertise they hold, and whether the business is verifiably real.
Google added Experience to E-A-T in December 2022, creating E-E-A-T. Its Search Quality Rater Guidelines ask reviewers to check who runs a website and who created its content, often starting with the About Us or author profile page.
AI engines read the same signals differently from human visitors. ChatGPT, Perplexity and Google AI Overviews use page content and structured data to understand a business. A vague About Us page gives them little reliable information to cite.
Learn how important the About Us page is for SEO.
Book a free website audit call with Newnormz to see which trust signals your About Us page is missing.
The E-E-A-T Signals Your About Us Page Must Prove
Four signals decide whether Google and AI engines trust your About Us page: experience, expertise, authoritativeness, and trust.
| Signal | What to Add | Where AI Reads It |
|---|---|---|
| Experience | Founding year, project count, industries served | Body text and Organization schema foundingDate |
| Expertise | Named team bios, certifications, years in the specific service | Person schema linked to each bio |
| Authoritativeness | Media mentions, case studies, association memberships | sameAs links and external citations |
| Trust | SSM registration number, physical address, PDPA 2010 policy link | Organization schema address and identifier |
Each row above maps to a specific field in your website’s code rather than a line of marketing copy. Google’s crawlers and AI engines both parse the coded version first.
Make Your About Us Page Machine-Readable With Schema Markup
Schema markup turns your About Us page from a paragraph AI engines skim into a data source AI engines can cite directly.
Organization schema should list your legal business name, SSM registration number, physical address, and founding date.
Person schema on each team bio should link back to the Organization schema and include a sameAs array pointing to verified LinkedIn or industry profiles.
A basic Organization schema block needs a minimum of four fields: name, address, foundingDate, and identifier for your SSM registration number.
Sites without this markup give Google AI Overview and ChatGPT nothing to extract, so these tools default to citing competitors whose About Us pages are already structured correctly.
About Us Page SEO Checklist for Malaysian SMEs
Nine elements separate an About Us page that ranks from one Google ignores.
- SSM registration number displayed in the footer or body text
- Physical business address with an embedded Google Map
- PDPA 2010 data handling statement linked from the page
- Named founder or team bios with photos and specific credentials
- Organization and Person schema markup in JSON-LD
- At least one media mention, award, or association membership
- Internal links to service pages and case studies
- A title tag under 60 characters and a meta description of 150 to 160 characters
- A single, direct call to action
Book a free website audit call with Newnormz and get this checklist scored against your live site in under 20 minutes.
Common About Us Page Mistakes That Break AI Trust
Three mistakes repeat across most Malaysian SME About Us pages, and each one blocks a different type of trust signal.
- Generic mission statements. Phrases like “we are a leading provider” give search engines little useful information about the business.
- Missing legal identifiers. An About Us page without an SSM registration number gives Google no way to confirm the business is registered.
- Team bios without schema. A photo and a job title convince a human visitor, but without Person schema linking that bio to the Organization, AI engines cannot connect the person to the business at all.
Fixing these three issues moves an About Us page from decorative copy to a verifiable trust document, which is the difference Google’s E-E-A-T system and AI engines are built to detect.
How Newnormz Builds E-E-A-T Into Your About Us Page
Newnormz’s SEO services team reviews nine E-E-A-T signals, including company identity, SSM details and team credentials, as a strong About Us page should help search engines confirm who runs the business and why it can be trusted.
The audit then matches suitable Organisation and Person schema to your actual business information. As a digital marketing agency, Newnormz provides a prioritised fix list within five business days.
Help Google and AI Verify Your Business
Most Malaysian SME About Us pages still read like mission statements rather than trust documents that Google and AI engines can verify.
Newnormz closes this gap with a full E-E-A-T audit, schema markup build, and a fix priority list delivered within 5 business days.
Book your free website audit call with Newnormz today.
Frequently Asked Questions for About Us Page SEO
1. Why does Google struggle to verify my business details?
Newnormz checks your company name, address, credentials, leadership details and entity consistency across the website.
2. Can a stronger About Us page support SEO visibility?
Yes, Newnormz improves trust signals and business clarity that support wider E-E-A-T and entity optimisation.
3. Which details should a Malaysian SME add to its About Us page?
Newnormz reviews business history, SSM details, location, team credentials, certifications and contact information for relevant gaps.
4. Which schema types suit an About Us page?
Newnormz implements suitable Organisation, LocalBusiness and Person schema to help search engines understand the business entity.
5. How soon can an About Us page update show results?
Timelines vary, so Newnormz tracks crawling, indexing and visibility changes after each update.
6. What does Newnormz check during an About Us page audit?
Newnormz reviews content, entity signals, schema, credentials, internal links and trust gaps before providing a priority fix list.
As the Core Strategists at Newnormz, we don’t just follow digital trends, we engineer them. Our team bridges the gap between technical precision and creative growth, ensuring that every SEO campaign, ad spend, and web interface serves a single purpose: scaling your business with measurable ROI. By blending data-driven insights with a deep understanding of market psychology, we transform digital presences into high-performance engines. At Newnormz, our strategy is simple: Think bigger, optimize faster, and lead the norm.
