#i am normal and can be trusted with photo editing tools

[rockpaperscissuhs]

[lilakennedy]

𝐑𝐞𝐬𝐡𝐚𝐝𝐞 𝐑𝐮𝐧𝐝𝐨𝐰𝐧!

hi there! :)

as someone that’s been working with Reshade for a while now, on different games, i thought i would make a little post like this for the SSO community! 

Reshade is a super fun tool, but it can definitely be overwhelming or confusing, so if there’s any additional questions please don’t hesitate to reach out!! i just wanna make this little list of things to allow that everyone can work with Reshade for this game if they want to!

it looks daunting if you’ve never used it, but it takes 2 minutes to install and is essentially Photoshop for your game experience! if you’re familiar with Photoshop, Reshade will seem familiar in a few aspects :)

Reshade is an injector, it places itself between the game and your graphics drivers! it checks the game, applies your chosen effects and then sends it to the driver. it never touches the game itself!

this means that Reshade cannot add anything that is not already in the game, it cannot edit textures or add things - the simplest way to think of Reshade as is as a filter you would place over a photo!

Reshade will NOT get you banned!

when installing it for SSO and it asks you what Rendering API it uses, select Open GL!

once you’re in the game, Reshade runs a tutorial! :)

inside the Reshade menu in-game, select “Edit Global Processor Definitions” and set “reshade_depth_input_is_reversed” to 0!! 

this will help you run effects that use depth; like MXAO, Depth Of Field or Fog!

Anti-Aliasing & the new reflections will interfere with any effects that use the Depth Buffer, so make sure to turn those off if you wish to use effects of that kind!!

Depth Buffer effects can be finicky to work with in online games, given that they automatically turn off if they notice a Network Spike! it’s not broken, it’s just a thing that’s implemented to avoid cheating in multiplayer games!! you cannot turn it off.

so if you use depth effects with a lot of players around you, it might keep turning off or not show up at all!

disclaimer: this can also cause flickering!! if you are sensitive to flashing or flickering lights, please be cautious - it’s never severe, but if you use a light color of fog or strong shaders, it can be pretty jarring!

Reshade will cause your game to take a tiny bit longer to start up! this is normal :)

for SSO you can install Reshade into the Executable File or the Launcher! for some people only one of the two works, so if you have it installed but it doesn’t show up, try the other! 

if a Wednesday update makes your Reshade unable to run/disappear, try to reinstall it and remember the point above!

make sure to go into the Settings tab at the top of the Reshade menu and set your Effect Toggle and Menu hotkeys!! it’s a life saver if you use Reshade a lot; i personally have them set to my numpad, given that those are buttons i never use in-game. 

it works if you take photos with the in-game camera mode! the effects will show up!!

i am no genius or wizard, but i personally adore Reshade and the fun it can bring!! i’ve seen some people talk about not trusting themselves to use it and i hope this can ease any worries :) 

[btsandvmin]

Answering asks in regards to my recent post about shipping

Ok, so I got a few asks which I think are all responses to my recent post How much do we really know?

I got a few others but these are the ones I am choosing to reply to.

If you follow me and have done so for a while you probably understood my post already, and thus most of these replies might not be that interesting to my general readers. This for the most part just a reply to explain the points I felt got completely misunderstood by these particular anons. But I also go through some others that asks as well. Those will be at the bottom of the post if you want to skip the explenations.

Here goes. So the first ask I got was this:

Anonymous asked:

You mentioned in a post that during the billboard Vlive V suggested that him and Jimin “sleep together casually.” But the very next day Jimin said in a press conference that he was with JK all night and cried with him over the #1 spot. Do you think you ignore things JM says or does to fit your Vmin narrative? There just seems to be a big confirmation bias. A lot of your evidence seems to come from V’s songs but that’s entirely your analysis based off your perception of their relationship. (Not that I don’t agree with you on some of it.) How do you step back and look at things unbiasedly or rationally?

First of all, yes I did mention this but I didn't say that Jimin and Taehyung slept together that particular time/day. I am not 100% sure the post you read was the "How much do we really know?" but if it was, I said this:

"....or that Vmin seem to casually sleep together in private (if we take Tae’s words for it in the Billboard vlive)..."

Meanwhile in that vlive this is what Taehyung said.

"I told him to sleep next to me" followed by "...as he's too lazy to come to my place" it makes it sound like they normally would have gone to either place to sleep together, but both were too lazy to do so this time. Thus they didn't sleep together this instance, but the way Tae talks makes it sound like they casually ask each other to sleep together at times and like it almost was a given that one of them go to the other.

Worth noting is also that the way Taehyung says it (though there is always room for error since I don't speak Korean) it seems he was asking Jimin to come over first, and he wasn't even aware of the Billboard result. He also asked Jimin to do this on JK's birthday, so clrealy it didn't seem like a big deal at least from Tae's side to ask Jimin to come over to him on this particular day.

What I said in my post applies even if they didn't do it that day. Because it doesn't matter if Jimin went in the end or not, Tae still "casually" asked Jimin to come to his place to sleep.

You can look at the whole vlive (1st in BILLBOARD! Gather ARMY!) from September 1st 2020 and get your own understanding, it's not that long and it's full of cute moments.

But if we get into Ji/kook a little bit, the way I understood the situation from what they said is that of course yes, Jimin did tell JK about it. He said as much and of course I will believe him when he says it.

I never said that Jimin didn't say this, so I don't understand how my post would in any way imply that I ignore what Jimin says or does to fit a Vmin narrative. I didn't even mention Jimin, because it wasn't what I was talking about. Jimin's situation didn't matter in that context, just that Tae asked Jimin to come sleep with him.

Sadly I can't include all pictures because there is a photo limit, but Jimin also says he wasn't prepared for the news, and he was talking with Taehyung, and then he started to cry as he got the news. To me it seems he might have told Tae first (and that they already were on the phone when Jimin got the news?), and that JK likely wasn’t with Jimin when he got the news himself, but that he told JK at a later point.

But aren't you ignoring how they told the story a bit as well if you see this as a pure ji/kook moment?

The thing is that to me, no matter what ji/kook did that night doesn't even matter for what Tae said. It still indicates Vmin sleep together casually in their private time even if they didn't end up doing it that particular day. And if Tae could say that and ask that on the night leading into JK's birthday then how does that make Ji/kook seem like likely lovers even if they were together? Of course it doesn't mean that Vmin automatically becomes real, but I never said that either. Maybe the two ships cancel each other out, but in the end the fact that Taehyung said this, said it like it was normal, and suggested it the night before JK's birthday says something to me.

It's fine if Ji/kookers love the fact that JM told JK, I don't blame them, but they in turn need to take Tae's words into account as well. The whole point of my original post was to say I don't understand how shippers can feel confident in their ship being real, and this is a perfect example of why focusing in on one thing and ignoring or not noticing another makes these beliefs based on too little information.

You also seemed to ignore the rest of the post (if that was indeed what you were reading) where I state that I do have a bias and where ALL shippers use narratives that fit their ship to tell a certain story.

You also mention me ignoring moments and having confirmation bias, and sure I can't truly get rid of that, but again... I didn't ignore Ji/kook. I never said those things didn't happen. If anything I keep saying all ships have moments and shippers focus on them so much they don't see others have similar moments. Likewise I won't deny ji/kook moments when they clearly exist, that was a big part of the post, if you actually read it and didn't just get stuck on the small details. But it's good you are curious about and know confirmation bias. I have brought it up as a problem many times as well, and I will surely talk about it more in the future too.

Then, moving on to your point about "evidence" I would once again like to say (like in the post) that there is no such thing as proof or evidence for ANY ship. Just moments that shippers put together with their interpretations into a narrative. So you saying "A lot of your evidence seems to come from V’s songs but that’s entirely your analysis based off your perception of their relationship. (Not that I don’t agree with you on some of it.)" is why I felt you somehow misunderstood my whole post.

Of course it’s all my analysis based on my perception of their relationship. That’s the WHOLE POINT about how all shipping analyses work. Not just mine, but all.

Also, yes Taehyung's songs is a big part of why Vmin is suspicious, but it's far from the only reasons I have to question them. I simply used Tae's actions as an example in my post because they are quite many and out there. Many facts tied together, but of course what they mean is always a guess. Which I also stated clearly. I literally brought up a lot of examples of Vmin and said they make a lot of sense, but that doesn't mean we can be sure or "know" Vmin is real.

So, yes, I do feel you misunderstood me on several points, and it seemed you didn't read properly at all but rather got stuck on the details and then used Ji/kook moments to "refute" me even though it in my opinion wasn't relevant to the post at all. Which is why I in turn posted this reply:

It didn’t take long for someone to misunderstand my posts and get caught up on the details and examples instead of the general message. While they were at it they decide to throw in a good “accusation” of something I legit have said I am many times and no one can avoid. Good to know some people just don’t want to understand. 😗👍

Not only you but less interesting/good asks as well might have made me feel a bit annoyed, so I replied like this, I suppose I misunderstood your intentions too.

You also asked "How do you step back and look at things unbiasedly or rationally?" and my personal belief is that I can't. I am biased towards Vmin, and I do try to see things from many ways and to get content in its full context. But simply by consuming and remembering more about Vmin than other dynamics I will still remain biased. I don't think any shipper can truly remain neutral.

Then I got a a second ask (Edit; I now know this is by another person than the first ask).

This isn’t me trying to misunderstand you, I’m just genuinely curious how you ship vmin while also questioning Tae’s honesty (your BB night comment) and thus also Jimin’s, and also hand over the best tools to anti-vminnie who can use your words as proof that “well even vminnie don’t believe vmin so why should we?” And if all ships are basically equal, why ship at all, or why ship vmin? They have the most conclusive things and yet the more we get the more you question and doubt them.Why?

And suddenly there came a whole new additional set of problems.

I suggest reading my post Shipping vs Believing because if you knew my stance you would understand that I think there is a huge difference between shipping and believing and that you can ship whatever you like and it doesn't have to be tied to reality at all.

In general this ask makes you sound like a delusional and defensive believer, so I perhaps suggest reading my post Can shipping turn into conspiracy theories? as well. This additional ask is why I replied with this second short post:

You say I question the honesty of Tae or Jimin's words, but hopefully you understand this is not at all true since I explained what I actually meant in my original post. Tae asking Jimin to sleep with him is just as true as Jimin telling JK about the win. These two things don't contradict each other and I trust both of the statments to be real.

Also, how am I "handing over tools" to anti-vminies? These things are all out there, and I wasn't even talking about anything negative? Just because I have a more healthy approach than "Vmin is obviously real" that doesn't mean my words should be interpreted as "shipping Vmiin is pointless". However, you did get it right that I don't believe in Vmin, but you seem to have the wrong idea of why I have that stance to begin with. Which again, was part of the message in the original post which you here continue to not understand in other ways.

Me not talking as if Vmin is 100% real doesn't mean I hand out tools to antis. Personally I think that's a weird interpretation of my text, but I can't do anything but try to explain my view on shipping, which I feel that I have many times.

I also don't personally think all ships are equal, but I do think many ships have similar moments and that those moments either get ignored or hyper focused on in a way that makes shipping analysis less trustworhty and always biased and not based purely on facts and the full context. Basically yes, a lot of ships seem to cancel each other out, but that shouldn't stop anyone from shipping. BUT it should make people careful about calling moments "proof" and be sure their narrative is the only possible truth.

I also don't think it's fair to say "They have the most conclusive things and yet the more we get the more you question and doubt them.Why?". I've always tried to keep a distance between shipping and analysis and while we do get more and more for Vmin it's not that I start doubting them more... It's just that I remain open to other things despite more things happening that fits in a Vmin narrative.

I honestly can't tell if you have read a lot of my posts before or not, but it doesn't seem like it, and thus it feels even more unfair for you to lay this judgement on me as well.

Then I got a third ask (edit: which was a second one from the first anon):

Anonymous asked:

I think I’m the anon you responded to. I did read more of your posts where you question things a bit. It’s nice to see you still have a healthy view point on things. I wasn’t really disagreeing with your posts, just wondering if you felt everything was being considered when coming to conclusions. Have a good one !

All this drama, and for what? :P But have a good one too I guess. Thanks for taking the time to read more and trying to understand my point of view.

I also got this ask from another person, and I hope you might understand what I meant after reading my reply to the first anon.

Hi I am sorry I am confused. Can you tell me why specifically you think Vmin alluded to sleeping together during the Billboard Vlive? Didn't Tae say he was talking to Jimin on the phone and told him to come over? Then at the press conference Jimin said "I was with Jungkook" and they were sitting stroking their phones. I am not a shipper or an anti shipper or anything like that. I just would love to see the receipts on this if you have them?

Again, I didn't mean Vmin slept together that day. But the fact that he asked and it seemed like a very normal (even perhaps expected) thing that one of them would go to the other, I can still express it as Tae alluding to Vmin sleeping together at least sometimes during their private time.

Now onto another anon, with a very different take. :)

Anonymous asked:

Spot on. Shipping is one thing but how can some people "believe" in a ship, I'll never understand. People need to realize that even with all the content we get (from concerts to DVDs to Run to BV to interviews), we only see them for maybe like 2-3 days (total) out of 365 days. Like? They visit a country for 7 days and we only get 10 hours of content from it. Do we have any idea what any of them is doing right at this moment? "Supporting" a ship is stupid even if you're right at the end.

Thank you anon. I don't fully agree that we get as little as 2-3 days total out of a year, but we definitely don't see the majority of their lives. And while you are a bit crude, I agree... Even if a ship is real, supporting and believing and being convinced of only one ship is at least in my opinion not the right way to go about it. Which is why I say let's speculate but also support them all whatever the truth might turn out to be.

There we go... It ended up being a lot of drama made out of nothing else than a small misunderstanding. Anyways, I hope I made myself clear. Thanks for the asks, sorry for the somewhat annoyed attitude and I hope you understood what I tried to say.

Thanks for reading. If any of you had the patience to do so all the way through I salute you. <3

[christen1702-blog]

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[superbobthebuilderfan-blog]

Week 1 REFLECTION

It was an introduction to having an attacker frame of mind. Richard Buckland instigated a heated discussion on “How would you break into a house?”.

Methods discussed:

* Climb through an unlocked window

* Ask the owner nicely to let you in

* Take a photo of the house key: this has happened as told by Richard Buckland, where the criminals were able to take a picture of a key because it was held up for people to see while speaking about it. It was the master key to all the padlocks used in the airport. One other case where a key can be made from a photo of a key is the key was shown in a big poster and criminals were able to use it to create an exact copy of the key. Even if it was a small picture of the key the criminals can enlarge it to a proper size using a software (I am assuming the possible applications are photoshop, Microsoft word, and any other editing applications), and ask their key maker to create an exact copy of it)

* Dig a tunnel into the bottom of the house from the outside

* Gain the owner’s trust (pretending to be a plumber because you were able to give them a reason to call in a plumber or pretending to be a tutor; anything similar to that), and let yourself in whenever possible with the key obtained

* Become the owner’s wife/husband

* Break in through the garage door

* Go in through the back door

Mine was to picklock the side gate if there was one and then picklock the backdoor. Otherwise, if there are no possible accesses to the back door then picklock the front door. 

Richard Buckland raised questions that I never properly thought about, “What is engineering? Do you ever think twice about crossing that bridge? Most people don’t and why is that? Because it’s built by engineers.”

In my opinion, engineering is a tool used to provide solutions to problems. 

Engineers simplify the problem and tackle it step-by-step.

According to Richard Buckland, he intends to get students to be able to quickly analyse situations by studying up mistakes made in case studies of when security has been compromised. He wants to train students to be a good security engineer where they can adapt quickly. One case study was: a ship carrying a massive load of ammunition came into collision with a French ship causing a devastating explosion and resulting in many casualties (approx. 1000 people). The French sailors were screaming run and people with their normal mindset would think there those sailors were not right in the head. The French sailors surprisingly managed to convince the authorities at the train station to evacuate everyone and that reduce the casualties by quite a bit. After the explosion, there were injured people and they used the trains as a mean of transport to take them to the nearest hospitals. The major mistake was the cause of the collision and that is both ships did not want to stop in their tracks and continued to move in the direction they intended to - causing a collision and an unwanted explosion ignited by a spark from the scraping of metals.

[paige-s-pages]

15 Feminist Artists Respond To The Censorship Of Women’s Bodies Online

“n March, artist and poet Rupi Kaur uploaded an image to Instagram, depicting Kaur curled up on the bed in sweats and a t-shirt. She’s also on her period, and the blood has dripped through her pants onto the sheets. The image was flagged and removed from Instagram — twice.”

thank you Instagram for providing me with the exact response my work was created to critique. you deleted my photo twice...

Posted by Rupi Kaur on Wednesday, March 25, 2015

Kaur responded to the act of censorship on Facebook and Tumblr; her posts on both of these platforms were shared over 11,000 times. “Their patriarchy is leaking. Their misogyny is leaking. We will not be censored,” she wrote. Instagram eventually responded, explaining the image was “accidentally removed” — twice.

The incident speaks to a larger issue, the way women’s bodies are sexualized and silenced, shaved and shamed by the mainstream media. We reached out to a group of feminist artists we admire, all of whom use their work to address in some way this so-called “feminine grotesque” — the conversion of the female body into something monstrous, abnormal, obscene. The artists graciously shared their responses to Kaur’s image, and the wider problems surrounding women’s bodies online.

Below, 14 other artists respond to the way women’s bodies are still judged and muffled in 2015:

1. Ellie Hunter

“It’s interesting that Kuar’s image would ‘violate’ Instagram’s terms and conditions, when women and women’s bodies are violated on social media thousands of times every day.”

Ruin Aesthetic, 2014, 60 x 28 x 12 inches, Cement, steel rod, tulle, fabric, and natural dye

“The online world is constantly morphing and updating, and creating new systems of power along the way. While it’s positive that Kuar was able to rally enough activists for Instagram to restore her photo, it’s so typical of Instagram’s hetero-fascist technocracy to sidestep the issue with the excuse that it’s removal was a mistake. I’m interested in work that’s exploring the so called ‘feminine grotesque’ as it addresses everyday, low-level anxiety I feel about my inherent attributes as a human woman, despite my constant efforts to counteract this shame. For me, exposing these tensions is a dual gesture of intimacy and of aggression or activism.”

2. Katya Grokhovsky

“There is a clear message here: cover it up, erase it, shut up, be pretty and clean, don’t show us you are a human woman. In fact, we prefer you were a hairless, ageless, oh-so-cool-sexy, tiny, easily-manipulated, shiny machine-object, not a visceral, bleeding, odor-and-noise-and-fluids-producing, food-needing, bathroom-going, valuable, capable, ambitious, smart, emotion-and pain-feeling, gloriously human being.”

Katya Grokhovsky, One Fine Day, 2014, photo Yan Gi Cheng

“The issue of censorship of women’s bodies in general makes me VERY ANGRY. Bear with me, as I clear my thoughts, whilst scampering around the block, amidst the smoke fumes spattering out of my scorching volcano of fury, quickly filling up my breathing space. The persistent, relentless, frightening removal of the reality of women’s bodies by the media and society at large is simply another tool of misogynistic oppression. Thank you for your work, Rupi Kaur. This is important, and we need to consistently bring this problem to light. Ruthlessly. Please excuse me, as I lie down, due to another volatile bout of extreme, nauseating patriarchy fatigue. “

3. Marilyn Minter

“The culture industry creates these impossible robotic ideals through Photoshopping and editing the human body. I think what Rupi Kaur and others are doing is really kind of a punk rebellion against these images, and it’s about time.”

“I think the work of Rupi Kaur and Petra Collins, as well as anyone else who’s work is involved in the feminine grotesque, is a backlash to the cultural ideal that is perpetuated on women, especially young women. The culture industry creates these impossible robotic ideals through Photoshopping and editing the human body. I think what Rupi Kaur and others are doing is really kind of a punk rebellion against these images, and it’s about time. This type of work is an important counterweight to the images we’re inundated with every day.”

4. Rhiannon Schneiderman

“Why is everyone still so terrified of vaginas?”

“I’ve always loved period-themed photographs. I just love having that mutual understanding with another woman of ‘holy shit, my body does this, we are superior!’ To have that connection with the earth, that natural rhythm — that’s a pretty big fucking deal. These women, like Rupi Kaur, are recognizing that cycle and how important it is and how powerful they are for experiencing it. For Instagram to remove those images is over the effing top — I’ve seen blood before, I’ve definitely seen it on Instagram. How can you censor blood? Because the implication is that it fell out of someone’s vagina? Really?? Then maybe you should censor newborn babies, too. Why is everyone still so terrified of vaginas? I hope Rupi fights this, because it’s bullshit. And if she needs help, give her my contact info.”

5. Rebecca Morgan

“I think the larger scope of the problem comes with the long held taboos of women’s bodies and menstruation, seeing them as something dirty we should hide or be ashamed of. The problem is a societal one.”

Show Off, 2014 Ink on vellum 12.75” x 11”

“There is a lot of creative freedom for women artists within our often insular art world; some of the most challenging and interesting work that is being made on both large and small scale is being made by women artists, some even using the language of femininity, craft, gender roles and subverting and reclaiming it. It’s a powerful and exciting thing to see. [...] It is when images like Rupi and Prabh Kaur’s reach the masses that the subjugating and stigmatizing of women is so glaringly obvious and discouraging. The photographs serve as examples reminding women that they have a voice, a vision and a mark to leave, as well as a reminder that they have nowhere to leave it, and no ears to listen. The more that images like Rupi Kaur’s cross over with social and mainstream media and the more this conversation is articulated publicly, the more normalized and de-stigmatized the female body will hopefully be.”

6. Carolee Schneemann

“Many cultures have envied or demonized this bleeding, which is not of an injury, but rather embodies the power of maternity.”

Blood Work Diary (Detail), 1972 Menstrual Blottings on Tissue, Five 29x23” Panels. Photo by Anthony McCall. Courtesy of the Artist.

“‘Blood Work Diary’ [seen above] was a 1972 sequence of menstrual blottings which established the structural form of a fluid physiological process. Through their repetition I developed a visual continuum which charted the permutation of this bleeding over time. Menstruation is often subject to overflow, noting the commonality of menstrual occurrence, women would tell each other, ‘Once again, I’ve just left my mark!’ Many cultures have envied or demonized this bleeding, which is not of an injury, but rather embodies the power of maternity. Profound taboos sustain traditions of cultural revulsion, which attempt to make women’s biology the site of shame.”

7. Melanie Bonajo

“Perhaps I have become lost in a world so technologically advanced and impersonal that, without me noticing, we reached the point where nobody is born naked anymore.”

“As [I am] so often censored, flagged and deleted after showing a naked female body — which for me speaks of nothing more then trust and innocence, humor, play — the only thing I can add for now is: We are taught there is nothing more normal to watch than executions which look like they are produced by Hollywood’s best production teams without blinking an eye, while at the same time we need to be protected from the sight of a nipple, because such a thing can shock us so greatly we might end up on the psychiatric couch. All this just raises one question to me. Perhaps I have become lost in a world so technologically advanced and impersonal that, without me noticing, we reached the point where nobody is born naked anymore.”

8. Audrey Wollen

“I think there is something very powerful about being labeled monstrous. Perhaps an alternative feminist strategy might be to reframe Instagram’s censorship as a positive thing — because it reveals the point at which we exceed the limits of the status quo.”

“I think the censorship of certain parts of women’s bodies [...] is complicated, because our initial reaction is to insist on the ‘naturalness’ of those parts, to insist on our own normalcy. We end up begging to be assimilated. But I think there is something very powerful about being labeled monstrous. Perhaps an alternative feminist strategy might be to reframe Instagram’s censorship as a positive thing — because it reveals the point at which we exceed the limits of the status quo. Instagram (and other social media) is an inherently normalizing, policing force and our exclusion from that is a sign that the female body still has the ability to horrify, to disrupt. Our very existence, in its unedited, embodied form, is threatening, and I think that is something to revel in, rather than resist.”

9. Zhu Tian

“I think my work says better than I.”

Babe’, 2013, Rubber, human hair, pigment

10. Lessa Millet

“People need to keep speaking up about their Facebooks being shut down, or their images being flagged, to encourage others to ask questions about who is deciding what is ‘offensive,’ and inspire conversations about how that reflects on our society.”

“Both women and art have been censored for centuries. But now, because of the internet — and the fact that we have access to multiple channels of communication where we can share our thoughts — we are able to bring attention to who is censoring us and what is being censored. People need to keep speaking up about their Facebooks being shut down, or their images being flagged, to encourage others to ask questions about who is deciding what is ‘offensive,’ and inspire conversations about how that reflects on our society. To me, one of the fundamental functions of art is precisely that: starting conversations, asking challenging questions, and helping us understand the society and moment we live in. I don’t think censorship is going to disappear, but neither are people going to stop fighting it and standing up for our freedom of expression.”

11. Kenya (Robinson) — as CHEEKY LaSHAE

“That’s how you can tell someone is a feminine. Period. Oh, and birthing a baby, who, not coincidentally, also has a powder named after them, an honor that is shared with foot.”

CHEEKY LaSHAE + The Red Bath Mat, Performance at Mike Shultis Studio, Photo by: Jackson Ray Petty, 2014

“I suppose CHEEKY should be up in box about the Instagram reaction to period blood poetics. CHEEKY prefers to turn the focus on itself — reminiscing about its own menarche — which actually looked like melted chocolate in the crotch of its pantydraws. Having mistaken those first cramps for diarrhea, made for a temporarily confusing discovery. Fortunately, Mama LaSHAE had prepared young CHEEKY with a toolbox of all things menstruation –- tampons, flightless pads, ibuprofen, vaginal (b)itch cream, disposable douches, moist towelettes, newspaper (for disposal) and, of course, feminine powder — because CHEEKY was most certainly a feminine now. ‘Cause of the period. That’s how you can tell someone is a feminine. Period. Oh, and birthing a baby, who, not coincidentally, also has a powder named after them, an honor that is shared with foot.”

12. Casey Jenkins

“The reality is that no one censors dominant cultures, no one censors the most powerful and prevalent points of view — they’re the ones who censorship panders to and minorities and those less powerful just have to cop it while having their own expressions silenced.”

“In theory I’m all for people having the choice to either view or avoid viewing whatever they choose. A whole plethora of things might be triggering and traumatic for people and giving advance notice about the nature of content about to be viewed seems to be a considerate and humane thing to do. There are certainly days when I would rather be prepared before having the visages of either of the leaders of the major political parties in my country slapped in my face, or endless reports about male-dominated sports, all of which I find offensive and depressing. The reality is though that no one censors dominant cultures, no one censors the most powerful and prevalent points of view — they’re the ones who censorship panders to and minorities and those less powerful just have to cop it while having their own expressions silenced.

“All of this just perpetuates and strengthens the positions of already powerful cultural norms. Recently the news report of my ‘Casting Off My Womb’ performance work, posted to YouTube by TV station SBS2 as ‘Vaginal Knitting’, had restrictions around it tightened and it’s now available for viewing only to those 18 years or older (this is after almost 6.5 million views though so it’s probably fair to say that ship has sailed). Most other news reports about the piece had big ‘Warning!’ banners plastered across them also and I’d be curious to hear exactly what it was that self-appointed censors considered so potentially harmful about the piece — the fleeting shot of my pubic hair? The stain of my menstrual blood? [...] When artwork is wrapped in a censorship banner people gear themselves up for horror and tend to see what they’re primed to, rather than what it actually there.”

13. Jenny Sharaf

“Politics aside, this is pretty good marketing on Rupi Kaur’s part. People aren’t usually writing about poems and period art in the breaking news category.”

14. Doreen Garner

“The idea of feminine and grotesque in the negative sense existing as a combined term encourages us to despise biological truths regarding physical progress into womanhood which includes pubic hair, stains, menstrual blood, secretions, and other pungent qualities.”

The Observatory, 2014, Video, Hour Performance inside Glass Box

“Originally, grotesque as a 15th century term is a style of elaborate curves and decorative elements of paintings found in the ruins of Roman caves or grottoes. Today we use it to describe qualities of a person place or object that is repulsive, strange or disgusting. Grotesque as a descriptive element functions in a space of perversion which is simultaneously occupied by my creative practice. The feminine grotesque is a term that I am very much confused by as a woman and as an artist. Constructed by White American misogyny, the idea of feminine and grotesque in the negative sense existing as a combined term encourages us to despise biological truths regarding physical progress into womanhood which includes pubic hair, stains, menstrual blood, secretions, and other pungent qualities. All of which coexist with publicly embraced signifiers of beauty.”

BEFORE YOU GO

Twin Blue Ribbon (diptych), 2011 Graphite and gouache on masonite 6” x 6” and 6” x 6” RM020

Sweet Jug, 2014 Porcelain 7” x 5” x 5” RM015-cer

Internet Creep, 2011 Ink on paper 8.25” x 5” RM050-wop

Prize Jugs, 2011 Graphite and oil on panel 22” x 30”

Hunter or Hipster, Male, 2012 Graphite and oil on panel 26” x 22”

Patina Jug, 2014 Terracotta 7” x 5” x 6”

Self-Portrait as Prisoner, 2012 Graphite and oil on panel

Self-Portrait wearing my favorite scarf and sweater/my face the fattest it’s ever been, 2013 Graphite and oil on panel

Tourist Bumpkin at Dusk, 2011 Graphite and oil on panel 12” x 9”

Bride, 2014 Ink on vellum 14” x 11” RM132-wop

Precious Jug, 2014 Porcelain 7” x 5.5” x 5.5” RM019-cer

Silver Shock Jug, 2014 Porcelain 6.5” x 5” x 5”

Homecoming Picnic, 2012 Graphite and oil on panel 62 x 69”

Hippie Witch Man, 2014 Graphite and gouache on masonite 6” x 6”

Beauty Jug, 2014 Porcelain 7” x 5” x 5”

I Love New York, 2009 Graphite on paper

Small Grey Jug, 2014 Porcelain 6.5” x 4” x 5” RM021-cer

Butt, 2014 Ink on vellum 12.75” x 11”

Untitled, 2014 Ink and gouache on paper 5.5” x 3.5”

Mountain Love, 2013 Ink on Color-aid 9” x 6”

Show Off, 2009 Porcelain 6” x 4.5” x 5.5″

Frank, Priscilla. “15 Feminist Artists Respond To The Censorship Of Women's Bodies Online.” HuffPost. HuffPost, December 7, 2017. https://www.huffpost.com/entry/artists-respond-female-body-censorship-online_n_7042926.

[beedalee]

Bee’s Modest Art Arsenal

I made a comprehensive list of all the stuff I typically use to make art as of right now. It’s not meant to be an end-all-be-all for art supplies by any means, just... stuff I like! And it’s largely affordable whenever possible, yay!!! Some of my favorite art products I find completely on accident or in unlikely places so never be afraid to give it a shot if it calls to you! My list is under the cut, and ofc, all photos are not mine and used purely for educational purposes.

Paper & Sketchbooks

Printer paper (the cheapest kind anyway) is absolutely fine if it’s what’s accessible and convenient, especially if you’re just doing warmups and concepts! I like to keep paper and recycle it in some way too- and some printer/junkmail paper is REALLY nice!! Typically though I prefer bound sketchbooks to keep track of my growth better. I seek specific textures and weights that are better suited to more aggressive mediums, like watercolor and marker. Printer paper is flimsy and really only for dry media!

So for more experimental mixed medium drawing, like markers, paint, watercolor, heavy inks, scrap-booking and collage stuff, I own these:

Shown above are: Strathmore Mixed Media 400 series, Canson XL watercolor paper, Canson XL mixed media paper. Each pad was between 5-9 dollars depending on the size you want, and you can find these at many stores; Joann’s, Micheal’s, Walmart, Staples, etc.

As for sketchbooks- I don’t swear by a brand but here’s what I look for: I prefer wire bound or coptic binding, because both allow the book to lay flat (unlike classic “book” case binding) Also, texture is veeeery important to me! I like very smooth bright white paper that isn’t too thin for sketching and inking. It’s a small personal thing, but because I’m left handed, the more textured paper is the more I smudge it to hell and back. (;￣ー￣川

Pencils & Erasers

For general sketching, I prefer mechanical pencils (but I always keep some wooden pencils around too just in case I need something softer) I’ll use just about any brand or size lead, but my personal favorite is 0.5mm lead, and comfort grips are essential for your artist’s finger bump!!! The two pencils I use the most are a Bic Velocity and Pentel whose label has been smudged off... but again, ANY brand is seriously fine. Some people like standard .7 or even .9 could be good for you if you’re prone to breaking lead!

(Disclaimer: I have virtually no experience with those fancy different lead size HB wood pencils because it smudges so i don’t want it.... (ʘ‿ʘ);;; )

Red and blue sketching pencils are useful because when you scan it, you have the option of editing out JUST the blue or red channel in your art program, leaving only the refined sketch or inks. If you don’t have easy access to an art store that carries these kinds (or just love rainbows like me) use erasable colored pencils for more or less the same effect.

95% of the time, I don’t trust erasers on the tip of any pencil. Ever. My family has a bad habit of hoarding pencils for years or buying cheap ones with cute prints, so the erasers ALWAYS suck. Instead, I use an entirely separate selection of erasers. 

Shown above are Faber-Castell eraser 3pack, Prismacolor kneaded rubber, and Pentel’s hi-polymer eraser. They’re relatively easy to find, though Pentel’s may be the easiest in a pinch, and you get a bunch for a low price!  Those pointy pencil topper erasers work as well if you want something smaller tho!

Kneaded rubber is really useful if not making a eraser crumb mess is very important to you or your work, effective and very gentle. (and gross looking after a while... like a grey poo... but it’s fun to play with?) I always have a big fat eraser like these around for erasing large areas- I prefer them a LOT over pink erasers, which occasionally do the dreaded smudge or dry out. and then smudge. HHNGGH

Pictured above are Papermate TUFF STUFF eraser stick (and a refill), Pentel’s Clic Eraser, and Clic Eraser refills. The refills are almost always exactly next to the product itself.

So you have a big eraser! But for detail work and hard to reach spaces, that fat nub might make you want to pull your hair out as you accidentally erase the face you spent 15 minutes perfecting. These are probably one of my favorite tools, and I’ve used them since I was 14! Pentel’s eraser is great for moderate to fine detailing, and then I recently found Papermate’s at a Dick Blick. It may be the most elusive (I mean.. we have the internet now so...) but it’s INCREDIBLE for detail erasing. I’m super finicky about precision, so these are heavenly for me.

Pens & Markers

For inking and lining, I turn to these! They’re pretty accessible in many stores now-a-days (Sakura used to be so hard to find). Shown here are Sakura Micron Pigma 8 pack and Staedtler Pigment Liner 4pack. Staedler was my first baby-bee brand and the quality is still good, even if I prefer Sakura now because of the wide variety of nib sizes. You can also find Sakura in singles in art stores like DickBlick or Jerry’s Artarama probably! Liners are waterproof and archival, and take a lot of punishment under wet media or on top (though I’d always encourage letting it dry first.)

Shown above are Sakura Micron Gelly Roll Metallic and Classic White Gel Pens! Gel pens were a super cool fad back in the 2000s for me but now they actually serve a REALLY handy purpose. You could use them to highlight or detail just about anything, but I especially find the metalic and white gelpens very useful. The metals are great to add a bit of bling to a drawing, shine your rendered metal, or just add sparkles. ✧☆✧ (و｡･｀ω´･｡)و  The white is GREAT for tan, gray, or black paper- or to highlight areas in hair or eyes- AND to white out small oopsies without having to use actual white out. I highly recommend getting a 3 pack of these guys!

I also recommend ballpoint pens. Yes, those random ones all over your house, given out for free at banks or offices- any old ballpoint pen (that isn’t on the verge of dying.) The difference between sketching in pencil, inking art, and using pen is that ballpoint pen is all the permanence without the refinement of inking. I looove using ballpoint to sketch messy stuff, to mess up and start over. plus, it also comes in a billion colors, and you don’t feel bad writing with them normally or losing them when you travel. It isn’t waterproof so it will bleed if you put marker or watercolor on it, but... sometimes i do it anyway! 8) 

I currently use Spectrum Noir and Prismacolor Alcohol markers. SN are in packs of 6 for 14.99, but if you’re like me, a joann’s 50% off coupon can net these sets for 7.50 apiece. I got the prismacolor 12 pack for my birthday, and I like to collect a few certain colors on occasion, but the money saved on the SN makes that splurge possible. I think the quality is really great for the price, even if I am still pretty novice at marker coloring. I write a bit more about these here!

Digital Art Tools

10x6.25 in Monoprice Tablet (and some AAA batteries) (You can probably find bigger or more updated models for the same price by now, as well.)

Love this tablet! REALLY affordable (70-80) and such a trooper- I’ve battered this thing with water and heat and cold and it’s still as resilient as ever. I think I’ve changed the single AAA battery in my pen like... 3 times max in the 4-5 years I’ve owned it. I’ve disabled the “close window” hotkey (bc I’m LEFT HANDED AND HIT IT ALL THE TIME) but otherwise it’s a really great tablet, does exactly what it should. Works with windows 7 well, but I can’t give a review of it on any other OS.  More about it here.

I use Easy Paint Tool Sai and Photoshop 7 for text/editing (though I’d like to upgrade to CS2 in the future), but free/purchased art programs are vast and endless, so it’s really up to your personal taste... and this post is already long enough!

So, that’s about it for now! Those are all the essentials I like at the moment- everything else is experimental, which is always encouraged!!! Expand your horizons!! Have fun!! Go draw a thing!

[ulfwolf]

Photoshop — Musing 11

A thousand strange rules An alternate universe some call Photoshop

If I’m not mistaken, you can actually get a Master’s Degree in Photoshop these days, if not a Doctorate. Seriously. This, of course, should surprise nobody since that’s pretty much what it takes these days to wrap your wits around this (monstrous and ever-expanding) thing.

Me, I’ve stood at the doorstep of this strange universe a few times (using, or attempting to constructively use, Photoshop Essentials) but I’ve never quite made it past the vestibule of this mighty software and its many tentacles.

Then it dawns on me, it’s a conspiracy, a plan most evil.

In fact, the human race can now be divided into two distinct and very separate (as in light years apart) factions: whose who understand and use Photoshop and those, like me and the other seven and a half billion plus normal folks, who don’t.

The Photoshop race is small and exclusive and they are not native to our solar system, much less our planet; I have come to that conclusion. In fact, they are a subtle (or not so subtle—once the scales have fallen from your astonished eyes) invasion by aliens who will soon make their move to take over this Earth of ours.

The first alien who landed (and took human form—his/her/its name was Adobe) invented Photoshop as the gateway of communication between him/her/it and all who were to follow and did (and still do). Only they really understand what Photoshop is all about and what it can do, and it is what keeps them organized, up-to-date on their plans, and synchronized toward that big Orson-Wells-like day ahead.

Yes, I have a feeling that they will strike soon, that’s the bad news.

The good news is that if you have tried to understand and use Photoshop, and failed, well, then (at least) you are not an alien. Good thing to know, yes?

Alien conspiracy theories aside, why do we need Photoshop? (Realize that a Photoshop-pro thinks me crazy for even asking).

I  am not a good photographer by any stretch and were it not for the digital camera I would hardly ever take a good picture—but when you can take a hundred or so shots of that one subject and all it costs you is time and heavy use of the delete button to rid the world of the ninety-nine or so that look questionable at best to keep the one that might do you proud—well, then even I can come up with somewhat respectable shots.

And so, with the one good frame in the digital bag, what do I do next? First and foremost, I used Windows 10’s “Photos” which gives me all the tools I need for cropping, color-tweaking, etc. at least ninety percent of the time. It’s made for photo-dummies like me. I understand “Photos” and I can apply it. The designers did a good job, with guys like me in mind. They are all from this planet, these guys—and like it here.

Should I need to edit the image further (say for more effects) I turn to one of four (or more than one) different very good photo-editing apps:

The old, proven standby “Paint” for resizing and text;

“Fused” for merging (overlaying) two images into one;

“Photomatix” for bracketed pics, or single pics (this program provides excellent effects); and

“Polarr” for additional fine-tuning and effects.

That said, “Photos” and “Paint” does it for me just about always, and when I look at the result, I’m happy. Some other people, too, look at the picture and seem happy with it. Would Photoshop make it better?

I guess the Photoshop-pro would say yes, and possibly, he or she could. But would the improvement be detectable by anyone not stemming from the Photoshop universe? I don’t know.

My other thought on this is that with the advent of programs as powerful as Photoshop, where you can (I believe) rescue even badly taken shots and make them look wonderful, is not the skill, the art of photography itself being made redundant/obsolete? Again, I don’t really know.

What I do know is that I’ve tried to wrap my wits around this massive program and I’ve always come up short and confused and very much of this world.

And always very happy to return to “Photos” and “Paint” — my two old and trusted Ps.

::

P.S. If you like what you’ve read here and would like to contribute to the creative motion, as it were, you can do so via PayPal: here.

[isearchgoood]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

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[pacoteemagrecer]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[evempierson]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[thanhtuandoan89]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[whitelabelseoreseller]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog http://tracking.feedpress.it/link/9375/13569890

[lakelandseo]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[epackingvietnam]

Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.

Why is your About page so important?

It is often an entry page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:

Or your mini-sitelinks:

This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it's a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.

For example, Cisco starts with a powerful picture and message:

Nextiva starts with their main tagline:

Slack tells us exactly what they are doing and sums up its most impressive stats:

Telling your brand’s story is a great way to make your About page more memorable and relatable. Terminus does a very good job at starting their page with some history about the company that leaves you wanting to know more:

And Zoom starts with a video and a list of the company’s values:

Starting your page with a quick, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within minutes using web-based video editors like InVideo (in fact, InVideo is probably the most affordable solution I’m aware of).

To create a video intro using InVideo:

Pick a template

Upload your images and videos (or use the ones inside the platform)

Edit subtitles to tell your brand’s story

Add music or a voiceover

It’ll take you just 30 minutes to create a captivating video to put on your landing page:

2. Link your brand to other entities

With all that Google-fueled nonsense going around about nofollowing external links, or even linking out in general, marketers and bloggers tend to forget about one important thing: A link is the only way for Google to crawl the web.

More than that, Google needs links to:

Understand how well-cited (and hence authoritative) any page is

Create a map of sites, entities behind them, and concepts they represent

This is where linking out to other “entities” (e.g. brands, organizations, places, etc.) is so important: it helps Google identify your place within their own knowledge base.

To give you some ideas, make sure to link to:

Your company’s professional awards

Your featured mentions

Conferences you were/are speaking at

For personal blogs, feel free to include references to your education, past companies you worked for, etc.

To give you a quick example of how useful this may turn out to be, here’s my own Google Knowledge Graph:



How did I get it?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I linked to that announcement from my blog, so Google connected me to the entity and generated a branded Knowledge Graph.

This nomination is hardly my only — or even most notable — accomplishment, but that’s all Google needed to put me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations using your About page.

To help Google even more, use semantic analysis to create copy containing related concepts and entities:

Register at Text Optimizer and type in your core keyword (something that describes your business model/niche in the best possible way)

Choose Google and then “New Text”

Text Optimizer will run your query in Google, grab search snippets, and apply semantic analysis to generate the list of related concepts and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be building:

Using some structured markup is also a good idea to help Google connect all the dots. You can point Google to your organization’s details (date it was founded, founder’s name, type of company, etc.) as well as some more details including official social media channels, awards, associated books, and more.

Here are a few useful Schema generators to create your code:

Technicalseo.com

Hallanalysis.com

For Wordpress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do once they land there.

Given the page role in the buying journey (customers may be entering your site through it or using it as a final research touchpoint), it is very important to help them proceed down your conversion channel.

Depending on the nature of your business, include a CTA to:

Request a personal demo

Contact you

Check out your catalogue

Talk to your chatbot

Opt-in to receive your downloadable brochure or newsletter

Apart from your CTAs, there are helpful ways to make your About page easier to navigate from. These include:

Breadcrumb navigation

“Skip” navigation links (which are essential for accessibility, too)

Whatever you do, start treating your About page as a commercial landing page, not just a resource for information about your business. Turn it into a conversion funnel, and this includes monitoring that funnel.

On Wordpress, you can set up each link or button on your About page as an event to track using Finteza’s plugin. This way, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close eye on your conversion funnel and analyze its performance based on traffic source, user location, and more.

For example, here’s us tracking all kinds of “Free Download” buttons. It’s obvious that the home page has many more entries, but the About page seems to do a better job at getting its visitors to convert:

[I am using arrows to show “leaked” clicks. The home page us obviously losing more clicks than the “About” page]

You can absolutely use Google Analytics to analyze your conversion funnel and user journeys once they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both resources are helpful in uncovering more insights with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by using social proof (recent reviews, testimonials, featured case studies, etc.). Here are a few ideas for placing testimonials.

Takeaways

Creating and optimizing your About page is a fairly low-effort initiative, especially if you compare it with other marketing tasks. Yet it can bring about several positive changes, like more trust in your brand and better conversion rates.

You should treat this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a quick video intro, a tagline, or a photo.

Consider using links, semantic analysis, and structured markups to help Google associate your brand with other niche entities, and put it into its knowledge base.

Add CTAs (and experiment with different kinds of CTAs) to prompt your page visitors to follow your conversion funnel. An About page is often an underestimated, yet a very important part of your customers’ buying journeys, so make sure it’s clear where you want them to proceed.

Thanks for reading, hope it was helpful, let me know your thoughts/questions in the comments. Let’s discuss!

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