Episode 688 All About About Pages With Todd Jones
Show Highlights
In this episode, Rob Cairns is joined by monthly co-host Todd Jones to break down how the humble website “About Page” has transformed over the last decade. Once viewed as an afterthought or filler content, the About page has evolved into one of the most critical digital assets for search visibility, brand narrative, and entity-based optimization. Rob and Todd explore how Google’s E-E-A-T guidelines, Generative Engine Optimization (GEO), and AI discovery tools treat your About page as a foundational source of record. They also discuss why personal storytelling builds compound trust, how to leverage personal domains, and why high-performing businesses prioritize long-term brand equity over short-term vanity metrics.
Thank You To Our Sponsor
Thanks you to our sponsor, All-in-One WP Migration by ServMask. Export your entire WordPress site in one click, import it anywhere. No server access needed, no command line, works with every hosting provider. Free on wordpress.org, Pro extension at servmask.com.
Show Notes
Key Takeaways
- The 10-Year Paradigm Shift: The About page has evolved from a templated, corporate afterthought into a central “brand narrative source of record” that feeds modern AI search models.
- Strings to Things (Entities Matter): Search engines and LLMs no longer just match keywords—they identify entities (who you are, your company, your credentials, and your relationships). A structured About page directly anchors these data points.
- E-E-A-T & Verification: Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness makes third-party validation and a clear background story essential for credibility.
- The Compound Interest of Brand Storytelling: While performance marketing chases 30- to 90-day cycles, authentic storytelling and brand building work like compound interest—delivering massive long-term momentum.
- Personal Sites as Entity Hubs: Transitioning a personal domain into an About-focused hub provides a single home base to link out to client work, agency properties, podcasts, and social profiles.
- Humanizing the Brand: Sharing genuine personal interests (from sports and pets to travel) creates relatability, serving as natural conversation starters and icebreakers in business relationships.
PocketCasts
Radio Public
Spotify
Stitcher
Apple Podcasts
Amazon Music
