Your About Page Is Invisible to AI (And It's Costing You Recommendations)

Quick experiment. Go to ChatGPT right now and ask: "Tell me about [your brand name]."

What happens?

If ChatGPT says "I don't have specific information about [your brand]" or gives vague, incorrect details, you have an entity problem. And that entity problem is silently killing your chances of being recommended for anything.

Because here's the thing most people miss: AI doesn't just evaluate your products. It evaluates YOU. Who you are, what you stand for, whether you're trustworthy. And the primary place it looks for that information? Your About page.

Which, for most businesses, is either nonexistent, three sentences long, or a wall of meaningless corporate jargon.

Let's fix that.

Why AI Cares About WHO You Are

Think about how you make recommendations in real life.

If a friend asks "where should I buy running shoes?", you don't just think about product quality. You think about the store. Do you trust them? Are they legit? Do they know what they're talking about? What's their reputation?

AI does the same thing. It has what researchers call an "entity model", basically a profile of who you are. The stronger and clearer that profile, the more confident AI is in recommending you.

This is the E-E-A-T concept on steroids. Google's been talking about Experience, Expertise, Authoritativeness, and Trust for years. But with AI recommendations, it's even more important. AI doesn't just rank you on a list. It actively vouches for you by name.

And AI won't vouch for something it doesn't understand.

The Entity Problem

Most businesses have what I call the "entity gap." They've invested thousands in product pages, ads, and marketing, but almost nothing in helping AI understand their brand identity.

Check these signals for your site:

Your About page - Is it comprehensive? Does it explain who you are, what you do, why you do it, and why anyone should trust you?

Organization schema - Does your structured data include complete business info, not just the basics?

Consistent naming - Is your brand name exactly the same everywhere, on your site, social media, directories, reviews?

External references - Does anyone else on the internet talk about you? Industry directories? Press? Partners?

If any of these are weak, AI has an incomplete picture. And an incomplete picture means fewer recommendations.

What a Great About Page Looks Like (for AI)

Forget the typical About page with a stock photo and a paragraph about your "passion for excellence." Here's what actually helps AI understand and trust you:

Lead With What You Do (Specifically)

Bad: "We're passionate about helping people live their best lives through innovative wellness solutions."

Good: "GreenLeaf Nutrition is a plant-based supplement company founded in Portland, Oregon in 2019. We make protein powders, vitamins, and meal replacements using certified organic ingredients from US farms."

The second version gives AI concrete facts: company name, category, location, founding year, products, sourcing. All of this becomes part of your entity profile.

Include Your Story (But Make It Factual)

AI doesn't care about marketing narratives. It cares about facts that establish credibility.

Include:

• When you were founded and by whom
• What problem you set out to solve (specific, not vague)
• Key milestones (number of customers served, products sold, years in business)
• Relevant expertise (founder's background, team qualifications)
• Awards or certifications (third-party validation)

Bad: "Our journey began with a simple dream..."

Good: "Founded in 2019 by Dr. Sarah Chen, a nutritional biochemist with 15 years of research at Stanford. Started in a home kitchen, now serving 50,000+ customers across the US. Certified B Corp since 2022. Products tested by third-party labs with results published monthly."

Every fact in that paragraph is something AI can verify, cross-reference, and use to build trust in your brand.

Show Your Team

Real people with real credentials. AI looks for this.

• Names and roles of key team members
• Relevant qualifications (not just titles, actual expertise)
• Author pages that link to content they've created
• Social profiles that confirm these are real people

Why? Because AI distinguishes between faceless companies and ones with identifiable humans behind them. A site with clear authorship signals expertise and accountability.

Be Transparent About What You Sell

Sounds obvious, but many About pages dance around what the business actually does.

Clearly state:

• Your product/service categories
• Who your customers are
• Where you operate (geographic scope)
• What makes you different from competitors (specific, provable claims)

AI needs this to categorize you correctly. If it can't categorize you, it can't recommend you for the right queries.

Organization Schema: Your AI Business Card

Your About page is for both humans and AI. But Organization schema is specifically for AI. It's structured data that explicitly tells AI who you are.

Here's what a complete Organization schema should include:

{
  "@type": "Organization",
  "name": "Your Business Name",
  "url": "https://yourbusiness.com",
  "logo": "https://yourbusiness.com/logo.png",
  "description": "Clear, factual description of what you do",
  "foundingDate": "2019",
  "founder": {
    "@type": "Person",
    "name": "Founder Name"
  },
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Portland",
    "addressRegion": "OR",
    "addressCountry": "US"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer service",
    "email": "[email protected]"
  },
  "sameAs": [
    "https://twitter.com/yourbrand",
    "https://instagram.com/yourbrand",
    "https://linkedin.com/company/yourbrand"
  ]
}

Most businesses have bare-minimum Organization schema, maybe just a name and URL. Every field you add makes your entity profile stronger.

The sameAs property is particularly powerful. It tells AI: "These other profiles on the internet are also us." AI can then cross-reference and build a more complete picture.

The Consistency Problem

Here's a mistake that's incredibly common and incredibly damaging: inconsistent brand information across the web.

Your website says "GreenLeaf Nutrition LLC." Your Google Business says "Green Leaf Nutrition." Your Trustpilot says "Greenleaf Nutrition Inc." Your LinkedIn says "GreenLeaf."

AI sees these as potentially four different businesses. Your entity signal gets split four ways instead of combining into one strong profile.

Fix this systematically:

Pick your exact official name

Use it identically everywhere

Same goes for address, phone, website URL

Audit all your listings and profiles

Update anything that doesn't match exactly

This is what local SEO people call NAP consistency (Name, Address, Phone). For AI it matters even more because AI is trying to build entity profiles from scattered data across the entire internet.

Building External Entity Signals

Your own website is just the starting point. AI also looks at what the rest of the internet says about you.

Industry Directories

Get listed in relevant directories for your industry. Not spammy link directories, real ones:

• Industry association member directories
• Chamber of commerce listings
• Professional certification databases
• Niche-specific directories (e.g., Certified B Corp directory)

Google Business Profile

If you have any physical presence (even a home office), claim and complete your Google Business Profile. Google's own AI heavily weights its own data.

Press and Mentions

Any press coverage, guest posts, podcast appearances, or industry mentions help AI verify you're a real, active business. You don't need The New York Times. Local press, trade publications, and industry blogs all count.

Wikipedia (If You Qualify)

A Wikipedia page is one of the strongest entity signals possible. AI models are trained heavily on Wikipedia data. Having a page essentially guarantees AI knows who you are.

Caveat: Wikipedia has strict notability requirements. Don't try to game this. But if your business legitimately qualifies, it's worth pursuing.

Wikidata

Easier to get into than Wikipedia and still valuable for AI. Wikidata is a structured knowledge base that AI systems reference. You can create an entry for your business if it meets basic notability thresholds.

Trust Signals AI Actually Cares About

Not all trust signals are created equal. Here's what actually moves the needle:

Verifiable claims. "15 years in business" is verifiable. "Best in the industry" is not.

Third-party validation. Certifications, awards, accreditations from recognized bodies. AI can cross-reference these.

Customer scale indicators. "Serving 50,000 customers" or "10,000+ 5-star reviews" gives AI a concrete trust metric.

Expertise markers. Team members with relevant credentials, published research, speaking engagements.

Transparency. Publishing lab results, being clear about sourcing, showing real team photos. AI weighs transparency because it correlates with trustworthiness.

What doesn't help much:

• Self-awarded badges ("Voted Best By Us")
• Vague superlatives ("world-class", "industry-leading")
• Stock photos on team pages
• Generic mission statements
• Awards nobody has heard of

The "Can AI Explain You" Test

Here's a quick test for your entity strength.

Ask ChatGPT, Claude, and Perplexity: "What is [your brand name]?"

Score yourself:

• AI gives accurate, detailed description = Strong entity (you're set)
• AI gives vague or partially correct info = Moderate entity (needs work)
• AI says it doesn't know or gets it wrong = Weak entity (priority fix)

If AI can't accurately describe your business, it definitely can't confidently recommend you.

Your Entity Action Plan

This week:

Audit your About page. Does it have specific facts (founding date, location, team, credentials)? Or is it generic fluff? Rewrite it with concrete, verifiable information.

Check your Organization schema. Run a Recomaze audit to see what structured data AI currently finds on your site. Add missing Organization schema properties.

Do the consistency check. Google your brand name. Click through every result. Is the name, address, and description consistent? Fix any mismatches.

This month:

Build external signals. List yourself in 3-5 relevant industry directories. Complete your Google Business Profile. Seek one press mention or guest post opportunity.

Create author pages. If you publish blog content, make sure authors have dedicated pages with bios, credentials, and links to their content.

Add trust signals. Certifications, customer counts, years in business. Make these visible on your site and in your schema.

Test again in 30 days. Ask AI about your brand. Compare to your first test. You should see improvement.

Why This Matters Right Now

AI recommendations are growing exponentially. More people ask ChatGPT for advice every month. Google AI Overviews are appearing in more searches. Perplexity is becoming a go-to research tool.

But here's the important part: AI's entity models compound over time. The earlier you establish a clear, consistent, trustworthy brand identity, the more that compounds. AI that trusts you today recommends you more tomorrow, which builds more trust, which leads to more recommendations.

Businesses that invest in entity building now will have a massive, hard-to-replicate advantage in 12 months.

Your About page isn't just a formality. It's your AI introduction. Make it count.

See how AI perceives your brand - free audit checks your entity signals, Organization schema, and overall AI visibility. Takes 2 minutes.