About Us page SEO means adding entity data, structured schema markup, and named credentials to your company page so Google’s E-E-A-T system and AI engines like ChatGPT, Perplexity, and Google AI Overview can confirm your business is real. This matters more than most Malaysian SME owners assume, because Google’s Search Quality Rater Guidelines direct reviewers to check who runs a site and who created its content, and they often start on this exact page. A vague About Us page with no legal identifiers, no named team, and no schema gives search engines and AI models nothing to verify, which quietly caps how much trust the rest of your site can earn.
A Simple Way to Think About It
The Job Interview Test
😐 No Resume, No Proof
A candidate walks into an interview with no resume, no references, and a vague answer to “what do you do.” The interviewer has nothing to check, so they move on to the next candidate.
✅ Resume, References, Proof
A candidate walks in with a resume, verifiable references, and specific examples of past work. The interviewer can confirm every claim in minutes, and trust builds fast.
Google and AI engines run the same test on your About Us page. The sections below break down exactly what they check before they extend trust to the rest of your site.
What Is About Us Page SEO?
About Us page SEO is the practice of 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 what it now calls E-E-A-T. Its Search Quality Rater Guidelines ask human reviewers to check who runs a website and who created its content, and that check frequently starts on the About Us or author profile page.
AI engines read the same page differently from a human visitor. ChatGPT, Perplexity, and Google AI Overview pull from page content and structured data to understand who a business is. A page full of generic mission language gives these tools little they can reliably cite, so if your SEO service strategy stops at keywords and ignores entity signals, this is usually the gap.
The Four 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. Each one maps to a specific field in your site’s code, not a line of marketing copy, because that is the version Google’s crawlers and AI engines parse first.
| 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 fields |
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 they can cite directly.
Organization schema should list your legal business name, SSM registration number, physical address, and founding date. A basic Organization block needs at minimum four fields: name, address, foundingDate, and an identifier for your SSM number.
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. Without this markup, Google AI Overview and ChatGPT have nothing to extract from your page, so they default to citing whichever competitor’s About Us page is already structured correctly.
About Us Page SEO Checklist for Malaysian SMEs
Nine elements separate an About Us page that ranks from one Google quietly 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
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 almost nothing useful to work with. There is no name, no date, no number for a crawler to extract.
Missing legal identifiers
An About Us page without an SSM registration number gives Google no way to confirm the business is actually registered, which leaves the trust signal empty no matter how polished the copy reads.
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 agency in Malaysia team reviews the E-E-A-T signals above, including company identity, SSM details, and team credentials, to check whether an About Us page actually helps search engines confirm who runs the business and why it can be trusted.
The audit then matches Organization and Person schema to your real business information and delivers a prioritised fix list within five business days.
Frequently Asked Questions
Why does Google struggle to verify my business details?
Google looks for consistent entity data, your company name, address, credentials, and leadership details, repeated the same way across your site and the web. Gaps or mismatches make it harder for Google to confirm you are a real, operating business.
Can a stronger About Us page actually support SEO visibility?
Yes. A page with clear trust signals and entity clarity supports the wider E-E-A-T and entity optimisation that Google’s ranking systems and AI engines both rely on.
Which details should a Malaysian SME add to its About Us page?
Business history, SSM registration details, physical location, team credentials, relevant certifications, and clear contact information are the core gaps worth reviewing first.
Which schema types suit an About Us page?
Organization, LocalBusiness, and Person schema are the types that most directly help search engines and AI engines understand your business as a verifiable entity.
How soon can an About Us page update show results?
Timelines vary by site and crawl frequency, so results should be tracked through crawling, indexing, and visibility changes after each update rather than assumed on a fixed schedule.
What does an About Us page audit actually check?
A proper audit reviews page content, entity signals, existing schema, credentials, internal links, and trust gaps, then produces a priority fix list rather than a generic report.
Does your About Us page pass the E-E-A-T test?
Find out which trust signals your website is missing
Newnormz has run SEO campaigns across F&B, healthcare, ecommerce, and local services in Malaysia, backed by a performance guarantee of 70 percent of targeted keywords on Google’s first page.
30 minutes, no obligation, focused on your About Us page and entity signals.
Bryan Tan is an SEO Specialist and CEO at Newnormz, helping hundreds of businesses achieve first-page rankings on Google. With a passion for driving organic growth, Bryan blends innovative strategies with hands-on experience to optimize websites for maximum visibility. Always at the forefront of the latest SEO insights and trends, he consistently adapts to the evolving digital landscape.
