The About Us Page and More

Posted 5 years ago


What’s the most important page on your website, after your homepage?   Every website is different, but generally speaking, here are the four most important (and most-visited) pages on a website:

Home Page

About Page


Contact Us Page

 Today, lets talk about the “About Us” page.

Do you have one? Do you really exploit it in terms of content and have you optimized it to rank? Or are you just using it as a glorified contact us page?

One of the reasons the About page is so important is that it’s often the second most visited page on a website and when rendered properly it should naturally contain some of the most important keyword content relevant to your rankings.

Here’s some of the content you might consider for your About page:

 Company history

Owner(s) photo and background

Key employees and their role at the company

How you do business

Customer service policies

Guarantees and/or warranties of your work

What makes you different from others in the field

Your experience and how it has shaped the way you do business

Mission statement

Let’s talk about a few things that might be less obvious:

Do you come across as human? A common approach to gaining user trust is to use formal, stiff-and-starchy corporate-speak. I also think sometimes image-conscious folks hide behind this sort of language just like they hide behind stock photos. But not only is this writing tough to understand, it can easily backfire, making your business look aloof at best and dubious at worst. Users want to know that you’re a real, viable business—one they can trust. You need your business to come across as “human.”

Get some photos on the page. This is a great way to come across as human and research shows that pictures of people (as opposed to things) increases user trust. But not stock photos!! And, just in case there was any doubt, the research also shows that trust produces leads and sales. Putting a face to the name really helps give you a credibility-boost, no matter what your size. You might also like to include photos of your brick-and-mortar store, sign-written company vehicles, uniforms etc. to show that you’re a credible, real-world business — not just a cyber-phantom looking to scam a few bucks out of people.

Tell a story. People like stories. I created my SEO site in the year 2000 and came up with the slogan “Old-fashioned service on the new frontier.” To underscore that I used an illustration from when I was growing up and how the milk was delivered right to your door. Personal service. Even today, I’ll occasionally pick up a client who tells me right off that he remembers milk delivery. It usually means we’re roughly the same age but even that can be a way of connecting with someone.

How you do business.  Remember, the majority of people visiting your website know nothing about your company so they are relying on YOU to tell them everything they need to know in order to make a decision. What are the reasons someone should pick you over your competitors?

Optimizing the About page. Generally one optimizes the home page of a website so that it reflects the broader themes of the business. But as I constantly caution folks, the more you chase, the less you get. Maybe you want to rank for “lawyer” but also rank for “attorney”. It’s tough to achieve both off one page. Or maybe you want to sell patio furniture to mom and pop buyers but also want to be found by those searching for manufacturers. This is where the About page can lend a hand. Just as the home page is about the broader themes of your business, so too is the About page, but as such it can be used to broaden your reach. Optimize the home page for “personal injury lawyer dallas” and the About page for “personal injury attorney dallas”. Or, use the home page to rank for “patio furniture florida” and the About page for “patio furniture manufacturer”.

Pet Peeve. One of my pet-peeves is clients who have shopping cart sites but just “mail it in” when it comes to identifying themselves personally with their business. Not only is there nothing about them on the About page but there’s nothing about them on their home page. Their home page is a doorway, not a destination, nothing more than keywords and images. And, as I always say to folks, search engines are looking for destinations, not doorways. They want text to crawl, not links leading forever down the rabbit hole. Minimally, you should have 700 to 1,000 words of grammatical text (i.e. sentences and paragraphs) on your home page, if you want to be a destination. And that’s equally important on your Product pages!

A long-term client who knows how to get the most out of a shopping cart site is Nadia of


The European Touch

Nadia, knows how to make her pages destinations and has tons of rankings.

Personally, I can be knocked for having too much text on but it’s helped keep me #1 for 11 years because I really am a destination for “one way links”. Right now I’m in a battle with another guy and he’s in the fight only because he has just as much text as I do. Whenever I slip, I just go back in and add a wee bit of fresh content and I go right back to #1. Of course, he probably does the same. LOL!


 A funny thing happened on the way to oblivion… I’ve alluded to this before, but it seems to me that as the one-way links program got smaller, it got better and certainly safer. That might be an exaggeration, but I just don’t see a significant drop-off in our ability to boost rankings. Google scare tactics and poaching lost us clients but we kept the better websites and the more savvy clients. A win-win except that I make less money now. Of course, that just fits with my general life philosophy that everything has good and bad.

Supplementary linking strategies. I’ve encouraged clients in a limited way to take a broad approach to links but I’ve also said that probably one “program” is enough, preferably my program. I’m going to share what follows, pretty much verbatim. A few weeks ago, I client wrote me saying:

 “My site, was on the 1st page of google for “careington” for a few months. Recently, it’s slipped to #41.”

 Of course, I asked him what he’d changed or done differently. Causality in SEO is not easy to figure out. In fact, if you’re connecting the dots and end up with a straight line, you probably don’t know much about matters affecting rankings. Having said that, I connected the dots with this fine fellow and I got a straight line. LOL.

He’d joined a second links program. Something called He wrote:

“I’ve been using as an alternative back linking program and that’s where the links from came from.”

 I replied as follows:

 “In late April you had 1,053 external back-links from 299 unique domains. That’s not too bad, but today, just a few months later, you have 18,397 external back-links from 351 unique domains. So, that’s 52 new unique domains linking to you since late April. That’s quite a few but not necessarily suspicious. Maybe 15 of them are ours. What is suspicious is that you’ve gone from 1,052 to 18,397 external back-links with 17,111 of them coming from This very much looks like one of those spam blogs that Google went after in 2014. This site exists purely to pass on PR or link trust. As a result, your link trust has actually weakened since April. Not by much, because Google is realistic about these things, but you moved from a splendid 0.9 to a slightly weaker 1.0. But in a tipping point world, that’s going in the wrong direction. For a phrase like “Careington 500 Dental Plan” you have slipped from #16 to #22 suggesting some sensitivity to the above. Of course, such movement could be due to other factors, but it’s suspicious.”

 Honestly folks, the best trust ratios I see in the program are from those folks that are only in my program. But again, that doesn’t mean my program is enough; it just means we are chock-full of trusted websites. Ideally, you’d have some additional links from trusted directories, some social media, and a few one-on-ones. But remember, trust is more about quality than quantity. Last week I saw a site with a trust ratio of 32.0 with 13,000 links. The citation flow was 32 and the trust 0; 13,000 links but zero trust. Stunning and leaving one to wonder how much they paid for 13,000 back-links..

 Links Program Audit. Some time back I took a leaf out of the Google playbook and threatened program removal for clients who repeatedly failed to do updates. I figured “fear” works for Google, maybe I’d give it a shot. The only problem was that my audits weren’t rigourous enough to really catch folks. I’m happy to say, that is no longer true. I’ve just completed the biggest program audit ever (100% of sites), bringing many sites into compliance. Clients really are pretty good about these things and quite agreeable; they just need to be reminded sometimes. Well, I’m here now to do that and going forward all updates will be 100% audited for compliance. Simply, now that I’ve retired, I have more time to monitor these matters. In each pod, I’m still waiting on maybe 10 folks to bring their pages up-to-date and I expect by the end of the month everyone will be fully up-to-date save for a couple of folks in the midst of rebuilds.  But I am going to track sites I have to follow up on and removal remains an option with the recalcitrant.

I never allow myself to forget that human quirks are one of the biggest reasons this program is a success. It’s as “natural” as a “program” can be and human nature helps bring you new links throughout the year even when some of them are from malingerers. LOL.

 Google+. I mentioned in my last newsletter that maybe we can help each other vis a vis Google+. So far, only a few of you have responded but we can keep this open for each newsletter. The program members below are on Google+ so if you want to give them a boost maybe you can add them to one or two of your circles. You’ll find a Google+ link on each of their home pages and I’ve added myself here too in case we are not already linked together on Google+:

In the next newsletter, there will be more about other social media options, probably I’ll talk about Linkedin.

That’s all folks!



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