Profile pages for teams offer high conversion, high intent, and, potentially, high SEO value for many businesses. And as the web becomes more reliant on structured data, the relationships between individuals and organisations can be articulated to great effect. In this talk, Crystal will discuss the strategic and technical optimisations to manage the people as entities for SEO gains. This presentation was initially shared at Women in Tech SEO Fest 2022.

1. Entity HQ:
Harnessing High
Impact Profile Pages
Crystal Carter
Data Courtesy of Optix Solutions

2. ● Why These Pages Are Important
● How You Can Make Them Better
● Tools You Can Use
High Impact Profile Pages

3. Why Are Profile Pages
Important for SEO?

6. 44% of a client’s site
keywords are attributed
to profile pages

7. 44% of a client’s site
keywords are attributed
to profile pages
Average 13%
for professional services

9. 5.8% of LP traffic on Avg

10. 55% Higher CTR Than Site Avg

11. Rank 24% Better Than Site Avg

14. ● Keyword Focus
● Unique Image
● Links
● Conversions
● Schema

15. Biographical Language is Easily
Categorised for NLP

16. Content Surfaces in Many Ways

17. Content Surfaced in Many Ways

18. Content Surfaced in Many Ways

19. How Do I Get Even More
Value Out of Profile
Pages?

20. ● Use Person’s Full Name as Core
Keyword, Image File Name,
Image Alt text, & H1
● Use Job Role as H2
● Name & Job Role in Title Tag
● Feed of Links to Latest Onsite
Content
● Links to Relevant Social Profiles
● Build in Conversion Points
Templatise On Page SEO
https://kalicube.pro/trusted-sources

21. ● Automate Structured Data
Creation/Rendering
● Dig into bespoke Person Schema
Properties like alumniOf,
hasCredential, or memberOf
● Nest Structured Data to add relevant
parent organisation information
● Link to Socials with ‘SameAs’ markup
Leverage Structured Data
150+
Schema
Properties
related to
“Person”
Type

22. ● Demonstrate expertise with
robust biographies & links to
relevant content.
● Show authority with Awards and
Accreditations.
● Build Trust with links to client
review pages.
● Claim Profiles like Google Scholar.
Demonstrate E-A-T

23. Resources for Profile
Pages

24. ● TextRazor Demo Tool & API For Entity
Research
● Schema.org for Person
● Knowledge Graph Tester
● Kalicube Pro Free Tools
Tools for Team Pages