The Importance of About Us & Contact Pages According to Google

Convincing Reasons to Add Contact & About Us Pages

Google’s John Mueller was asked if adding a “contact page” and/or an “about page” was beneficial for Google. After investigating, Mueller explained the importance of having these pages for a website.

@jaclynbrandt reached out to John Mueller on Twitter with a question. She mentioned that she was in the process of persuading her company to include contact and about us pages on their website. She was looking for a compelling statement or information to support her case.

I am trying to persuade my company to include a contact us and/or about us page on our website. We are an online directory/blog for a niche sport, managed by an ecommerce company in that sport. Do you have any advice I can use to explain to them why it's necessary?

John Mueller inquired if it was because they wanted input from users and recommended that they consult with their users.

The person asking the question responded that they wanted to do it because they heard it’s important to Google that a company have those pages.

They tweeted:

“Nope! No need for feedback (there are other ways to do this). I have just heard it’s important to Google – but I can’t find any documentation on this.”

And added:

Are Contact & About Us Pages Important To Google?

I understand that I shouldn't make changes just because Google recommends it, as I prefer to focus on being helpful. However, I have heard that having Contact and About Us pages can be a crucial factor for success.

It's perfectly valid to wonder about the importance of an "about us" or contact page. According to Google's Quality Raters Guidelines, it's essential for raters to easily identify who is accountable for the website.

In the guidelines (PDF), it is detailed on page 25:

“In determining page quality, Raters must consider EEAT:

The first-hand experience of the creator.

The expertise of the creator.

The authoritativeness of the creator, the main content itself and the website.”

Without documentation on the webpage about who is responsible for the website, the quality raters cannot confirm all the considerations mentioned above. This important information can typically be found on an about page.

Moving on to the page quality section:

Raters assess the quality of a page by looking at the information provided about the website and its creator. It is important for them to know who is behind the website and who created the content, even if it is done through an alias or username.

John Mueller's Response:

Identifying the individuals responsible for a webpage becomes simpler when there is an about page detailing the people behind the website and establishing credibility with site visitors. This information is directly associated with E-A-T in the quality raters guidelines.

Mueller was asked if having a contact and about us page is crucial for Google. He emphasized the importance of having these pages on a website. In a tweet, he shared his response.

About Us & Contact Pages

I can see why some websites may benefit from having these pages, but upon reviewing our search developer documentation, it seems that they are not required.

Many people believe certain things are crucial for Google when in fact they are not. For instance, recipe bloggers have always thought that having a large amount of content is vital for ranking on Google. Even SEO experts for recipe bloggers have emphasized this to me, even though there is no official confirmation from Google.

In reality, the length of content does not affect ranking at all. It doesn't matter to Google. The most important thing is whether the content is useful, helpful, and provides a positive experience for users.

Google does not consider contact and about us pages important or necessary. However, they play a crucial role in showing site visitors that the site owners are not just affiliates with no knowledge. Building trust and confidence is key for increasing conversions and encouraging visitors to return to the site to engage with ads or make purchases.

If a company needs persuasion, one compelling argument could be that having a strong online presence can lead to increased revenue. When customers are making more purchases, clicking on affiliate ads, or viewing more advertisements, it indicates that they trust the website.

The user experience plays a crucial role in generating income, as it can have a ripple effect on sales. Although not a direct factor, it is still significant for quality raters to consider.

Featured Image by Shutterstock/Dean Drobot

Editor's P/S:

The article highlights the importance of incorporating dedicated "Contact Us" and "About Us" pages on a website. These pages not only serve as convenient channels for users to connect with the company but also contribute to the website's credibility and overall user experience. Google's Quality Raters Guidelines emphasize the significance of easily identifying the individuals responsible for the website's content, which is typically addressed on an "About Us" page. Additionally, having a "Contact Us" page provides transparency and builds trust with site visitors, encouraging repeat engagement and conversions. While not explicitly required by Google, these pages play a crucial role in demonstrating the company's accountability and providing a positive user experience, which can ultimately lead to increased revenue.

In addition to the benefits mentioned in the article, it's worth noting that these pages can also assist in search engine optimization (SEO). By providing relevant information about the company and its offerings, these pages can help search engines better understand the website's content and purpose, potentially improving its visibility in search results. Furthermore, the inclusion of relevant keywords and internal links on these pages can enhance the website's overall SEO performance.