How do you optimize a company’s about page to rank on page one for branded searches?

About pages are foundational reputation assets because they sit at the intersection of branded search intent and entity signals. The page Google returns for the brand-as-organization query is typically the corporate About page, and what it contains shapes both the SERP impression and the AI engine extraction. Most corporate About pages were written years ago and have never been touched since; refreshing them is one of the higher-leverage interventions in a typical engagement.

Step 1: Organization schema, the entity anchor

Organization schema in JSON-LD is the machine-readable foundation. It carries fields that search and AI engines extract directly: name, legalName, url, logo, founder, foundingDate, address (headquarters), and contactPoint. The most important sub-element is the sameAs array: links to the company’s Wikidata entry, Wikipedia article, LinkedIn page, Crunchbase profile, and other authoritative directories. These sameAs links tell Google and AI engines which entity the page is about and connect it to the broader entity graph. Without them, the page is just prose.

Step 2: Narrative with descriptive headings

The body copy should describe what the company does, for whom, and to what end, written to be extracted, not merely read. Use descriptive <h2> and <h3> headings that function as extractable labels (e.g., “What [Company] Does”, “Markets Served”, “How We Work”). Avoid heading text that is decorative or meaningless in isolation. AI engines synthesize entity answers from owned web properties; structured prose with clear headings is more reliably extracted than a wall of marketing copy.

Step 3: Leadership section with Person schema

Each named executive should appear with Person schema markup specifying name, jobTitle, worksFor, image, url, and sameAs links to their LinkedIn profile and, where available, their Wikipedia article and Wikidata Q-ID. These sameAs links connect the individual to their machine-readable identity and prevent engine conflation with same-named people. Each Person node should link out to a deeper bio page; this distributes entity signals across the site and gives engines a richer identity graph for the leadership team.

Step 4: FAQPage schema for branded questions

Include a set of branded Q&A pairs covering the questions most likely to appear in a branded search session, “What does [Company] do?”, “Where is [Company] headquartered?”, “Who founded [Company]?”, and mark them up with FAQPage schema. FAQPage schema makes question-and-answer content explicitly machine-readable and extractable by AI engines and featured snippet algorithms. Note: as of May 2026, Google retired FAQ rich results and FAQPage markup no longer generates an FAQ accordion in the organic SERP. The schema remains valuable for AI engine extraction and voice assistant answer selection, but it will not produce a visible SERP enhancement in Google Search.

Step 5: External citations section

Reference recent authoritative third-party coverage directly on the page: press mentions, awards, partner announcements, analyst inclusions. These citations serve two purposes. First, they provide live outbound signals that engines can follow to confirm the entity’s authority and recency. Second, they prime engines to read the page as a credible, current entity document rather than evergreen marketing copy. AI engines weight authoritative sources, mainstream news, awards bodies, official partner networks, as trust signals when synthesizing entity answers; surfacing those citations on the About page connects the entity to that authority chain.

Step 6: Update cadence

Keep the page current. Retrieval-based AI engines can incorporate content changes within weeks; training-based engines pick them up at the next training cycle. An outdated About page, stale leadership, old headquarters, discontinued products, introduces factual conflicts that cause engines to hedge or surface incorrect information. A reliable maintenance cadence (quarterly at minimum) ensures the page reflects current reality and signals to crawlers that the content is actively maintained.