Key Takeaways
- The role: When a recruiter describes your company or recommends it, they first refer to your “About Us” (or “About”) page, cross-referencing it with LinkedIn, your Google listing, and business directories.
- Ten items: Exact name, a one-sentence description of what you do, target audience, location, how long you've been in business, key figures, team and founder, what sets you apart, evidence, contact information.
- Markup: Organization (or LocalBusiness) with "sameAs" links to your profiles, Person for the founder, address, and date of establishment.
- The test: Ask ChatGPT and Perplexity, “Who is [your company]?” and compare their answers with what you want them to say.
When someone asks ChatGPT, “Who is GreenRed?” or “What does [your company] do?”, the assistant crafts a response based on the sources it finds: your website, LinkedIn, your Google listing, directories, and articles. The “About Us” page is the first thing it reads to understand your company. Long treated as a formality, it is becoming a central part of the GEO : This is where you enter the description you want to be included. This article lists the ten elements to include, the markup, a template, and common mistakes. The role of the entity in AI is explained in Understanding AI Engines.
Why is this page heavier than before?
- AI systems provide descriptions before making recommendations: To say “GreenRed is a French marketing management software for small and medium-sized businesses,” the assistant needs a source that clearly states this. If no such source exists, it either guesses, combines information, or remains silent.
- They check for consistency: Consistent information—including the name, offer, and location—across the website, LinkedIn, Google listings, and business directories builds trust; inconsistent information undermines it.
- They assess reliability: A company with identifiable information (founder, team, address, founding date, financial figures) is cited more often than an anonymous brand. This is Google’s E-E-A-T logic, which has been adopted by voice assistants.
- Google reads it too: for the knowledge panel, brand results, and AI insights.
The Ten Things AI Looks For
| # | Element | Expected form | Why |
|---|---|---|---|
| 1 | Exact Name and Variants | "GreenRed (also spelled Green Red)" | Link all entries to the same entity |
| 2 | What you do, in one sentence | "GreenRed is digital marketing management software for small and medium-sized businesses and agencies." | The phrase the AI will repeat; a definition, not a slogan |
| 3 | Who is this for? | Specified criteria: size, sector, role | Allows for the recommendation "for an SME in..." |
| 4 | Where | City, region, country, service area | Essential for local issues and those “in France” |
| 5 | Since when | Year Founded, Key Milestones | Track Record = Reliability |
| 6 | Key Figures | Customers, users, revenue (if publicly disclosed), number of employees, review ratings | AI systems like to cite a number |
| 7 | Founder and Team | Names, roles, career paths, photos, LinkedIn links | A company with a human face is more credible; the author of the content is identified |
| 8 | What Sets You Apart | Three factual, comparable differences | What AI Considers When Choosing Between You and a Competitor |
| 9 | Evidence | Featured clients, testimonials, certifications (Qualiopi, etc.), awards, press coverage | Cross-referenced sources |
| 10 | Contact Information and Profiles | Address, phone number, email, SIREN number, links to LinkedIn, Google listing, social media | Linking to Other Sources (sameAs) |
Markup
Add a JSON-LD block to the page (or to the entire site) Organization (or LocalBusiness (for a business with an in-person reception area) with: name, alternateName, url, logo, description (the defining sentence), foundingDate, founder (an object Person with sameAs (to LinkedIn), address, areaServed, numberOfEmployees, sameAs (LinkedIn, Google profile, social media, Wikidata if you're on it), contactPoint. The founder and the authors have their own Person, cited in the articles (author). Not all AI systems can read JSON-LD, but Google and Bing can, and it is their indexes that power the assistants. The complete technical process is described in Structuring Your Pages for AI.
A structural model
- H1: "About Us: [Name] at a Glance," followed by the introductory sentence in the first paragraph.
- Profile: a table or list: creation, headquarters, staff, clients, sectors, region.
- What We Do: a three- to five-point proposal, using the customers' own words.
- Who is this for: the targets and two or three specific client cases.
- What sets us apart: three factual differences.
- The team: Founder and key figures, including their roles, backgrounds, and LinkedIn links.
- Evidence: certifications, statistics, press, reviews.
- Contact Information and links to profiles.
- FAQ: "Is [Name] French?", "Who is [Name] intended for?", "How long has [Name] been around?", tagged FAQPage.
Length: 600 to 1,200 words. Each paragraph should stand on its own, with the company name repeated instead of “we” or “it”: an excerpt must remain attributable.
Off-site consistency
The defining statement, founding date, location, and figures must be identical on LinkedIn (company page and founder’s profile), the Google Business Profile, directories (Yellow Pages, Societe.com, industry directories), Crunchbase or equivalent platforms, and Wikidata if the company is eligible. AI systems cross-reference these sources; any inconsistency (two cities, two dates, two descriptions) dilutes the entity. This entity profile is one of the deliverables described in Deliverables for a GEO service.
Errors That Cloud the Entity
- Storytelling without facts: “A human adventure born of passion” doesn’t say what you do; AI can’t extract anything from it.
- "We" everywhere: A paragraph quoted without the company's name cannot be attributed.
- Slogans instead of definitions: "Your growth partner" is not a category.
- Values without evidence: "expertise," "proximity," and "innovation" are unverifiable.
- Anonymity: No names, no addresses, no dates.
- Inconsistencies: a different description on each platform.
The Test
Ask ChatGPT (with search enabled), Perplexity, and Gemini: “Who is [your company]?”, “What does [your company] do and for whom?”, “Where is [your company] based?”. Compare the results with your company description. Any discrepancies (vague description, wrong city, outdated headcount) indicate what the page and third-party sources need to correct. Repeat the test every quarter; it’s one of the quality metrics described in GEO's KPIs.
How GreenRed Can Help You
Instead of juggling multiple tools, GreenRed's GEO and AI module brings these metrics together in a single dashboard, compares them over time, and shows you which actions to prioritize. You can try it for free—no credit card required—from the page Rates.
Frequently Asked Questions
Why is the "About Us" page important to AI?
Because search engines use it to describe and categorize your business before recommending it: category, target audience, location, years in business, what sets you apart, and evidence. Without a clear page, the AI has to guess based on third-party sources that are sometimes inaccurate or out of date. It also serves as a source for Google’s Knowledge Panel and AI insights.
How long should a “About Us” page be?
Between 600 and 1,200 words, structured as follows: one-sentence definition, company profile, offering, target audience, differentiators, team, testimonials, contact information, and FAQs. Each paragraph must be self-contained and mention the company’s name to ensure it remains attributable when extracted by AI.
Should the "About Us" page include Schema.org markup?
Yes: "Organization" or "LocalBusiness" with name, description, date founded, address, founder (Person), number of employees, and "sameAs" links to LinkedIn, the Google listing, and social media. Google and Bing read this data, and their indexes feed the virtual assistants; it unambiguously identifies the entity.
How can I check what AI systems are saying about my company?
Ask ChatGPT, Perplexity, and Gemini the questions “Who is [company]?”, “What does it do and for whom?”, “Where is it based?”, and compare their answers with your reference description. Note any errors and correct the page as well as third-party sources (LinkedIn, Google Business Profile, directories). Repeat the test every quarter.