How to Fix: About page with E-E-A-T

About page with E-E-A-T is an important SEO check in the Security & Trust category. This is a medium-priority issue. While not urgent, fixing it will improve your overall SEO health.

What this check is really about

This check looks for an About page that actually demonstrates E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. That first E — Experience — is the one Google added more recently and the one most About pages fail. A page that says “we are a passionate team dedicated to quality” demonstrates nothing. A page that shows who you are, what you have actually done, and why anyone should believe you does. The check is asking whether a stranger, and a search engine reading on their behalf, can tell that a real, credible human stands behind this site.

This sits in the Security & Trust category for a reason. In the eyes of both users and Google, trust is a safety signal. People are handing you their attention, their email, sometimes their card details. The About page is where you earn the right to ask.

Why the first E is the one that counts

Let me tell you what “Experience” means to me, because I have a somewhat unusual amount of it. I earned my first money in this trade in 1990, when I was fourteen years old. A local print shop was struggling with reverse printing on vellum — laying type so it read correctly through the translucent sheet — and I showed them how to do it. They paid me in pocket money and a soft drink, and they could not quite believe a kid had an Apple at home to work it out on. That is not a line I put on a CV to sound charming. It is the literal origin of thirty-plus years of doing this, and it is exactly the kind of thing a strong About page is built from: not adjectives about how much you care, but concrete, checkable evidence that you have actually been in the room.

That is the difference between the two Es people confuse. Expertise is knowing the thing. Experience is having done the thing, repeatedly, over time, including the parts that went wrong. Google’s guidelines now reward the second explicitly, because anyone can now generate confident-sounding expertise, but nobody can fake having been fourteen with an Apple in 1990. Your About page should lead with the experience only you have.

Why it matters for SEO

• E-E-A-T informs how Google’s quality raters and systems assess your site’s overall trustworthiness
• It matters most for YMYL (Your Money or Your Life) topics — health, finance, legal, safety — where trust is decisive
• A credible About page lifts conversion directly; people buy from sites run by people they can see
• Clear authorship and credentials help search engines connect your content to a real, accountable entity

How to check whether you have this problem

Read your own About page as a skeptical stranger. Can you name the actual people? Do you learn what they have genuinely done — real projects, real years, real credentials — or only that they are “passionate”? Is there a way to reach a real human, a physical presence, a photo that is not a stock image? If the page could belong to any company in your industry with the name swapped out, it fails. The SEO Roadmap audit flags a missing or thin About page.

How to fix this in WordPress

Difficulty Level: EASY – This fix is straightforward and can typically be completed by anyone with basic WordPress knowledge.

Estimated Time: 2 hr

Step 1: Lead with real experience

Write the specific, checkable story of who you are and what you have actually done — years in the field, real projects, real results, named people. Replace every “passionate about quality” with a fact a competitor could not copy. Show faces: real photos of real people beat stock imagery every time.

Step 2: Add the trust signals

Include the concrete proofs: credentials and qualifications, relevant certifications or memberships, notable clients or press, and genuine testimonials with real names. Add clear contact details and, where you have one, a physical address. These are the “Authoritativeness” and “Trustworthiness” columns made visible.

Step 3: Connect it structurally

Tie the page to a real identity. Add author bios on your posts that link back to the About page, keep a consistent name and details across your site and profiles, and consider Organization or Person schema so search engines can connect the content to an accountable entity. Link to the About page from your main navigation, not just the footer.

Step 4: Verify

1. Have someone outside the business read the page and tell you what they now trust that they did not before
2. Confirm real names, real photos, contact details, and at least one concrete proof of experience are present
3. Clear your cache so the updated page is served
4. Re-run the SEO Roadmap audit to confirm the check passes

Recommended Tools & Plugins

These tools can help you fix and prevent this issue:

• Yoast SEO – Comprehensive SEO plugin with built-in checks
• Rank Math – Feature-rich SEO plugin with detailed analysis
• Google Search Console – Free tool to monitor your site’s search presence
• SEO Roadmap – Complete SEO audit and action plan tool

What I would not do

• Do not fill the page with adjectives — “passionate”, “dedicated”, “leading” — in place of facts
• Do not use stock photos of fake teams; a real photo of one real person beats a stock crowd
• Do not invent credentials or testimonials; fabricated trust is the fastest way to destroy the real thing
• Do not hide the About page in the footer when it is doing this much work — put it in the main menu

This guide is part of the SEO Roadmap knowledge base – your complete resource for WordPress SEO optimization.