This week’s query about creator pages comes from Joylyn:
We’re engaged on constructing creator pages for our content material, would you thoughts educating us greatest practices for constructing creator archive pages with any search engine marketing greatest practices.
An ideal query and excellent for me to reply from a branding perspective.
Creator pages serve to construct belief, authority, and all of that good things. That a lot needs to be apparent.
Nonetheless, a variety of nuance goes into leveraging creator pages. Greater than that, I might problem the very notion of what an creator web page is and why we’d like them.
What Ought to Be On Your Creator Pages?
The reply to that is dependent upon what you’re attempting to perform.
Sure, you’re to determine belief, however the way you try this is dependent upon a wide range of components.
Say, for instance, your trade is consistently evolving and altering. Harping in your creator’s previous is probably not the way in which to go.
As a substitute, belief could also be higher constructed by specializing in their latest accolades and accomplishments. It may be so simple as displaying they’ve written extensively on the subject just lately.
In different phrases, it is advisable set up what “belief” means in your state of affairs as a result of it’s not common.
Consider your creator pages as “About Pages.” There’s a sure narrative to a superb About Web page and you are able to do the identical along with your creator pages.
Don’t simply say who the individual is, however present how they received there.
Belief is usually about contextualization. Don’t take into consideration solely presenting who the creator is – somewhat, attempt to paint an image that frames them.
Creator pages don’t simply provide some background about your contributors however your web site. They change into a pillar of “who you might be” throughout the online. Your authors aren’t simply authors – they’re representatives.
Screenshot from Google, March 2025When somebody runs throughout your creator pages (maybe by Googling one among your authors, as I did with Loren Baker above), they and the web page linked with them substantiate who you might be.
The authority of a superb creator web page goes past guests to your web site.
Should you’re working a advertising technique that’s heavy in worker advocacy, these pages are a serious a part of any outreach program.
In case your objective is to get your personal folks on the market repp’ing the model on podcasts, webinars, convention levels, and so forth., the creator web page turns into a pillar. It turns into the “house” that represents your advocates and also you on the identical time.
This once more speaks to the creator web page not merely being a listing of credentials and accomplishments however as a story across the authors themselves.
Should you’re attempting to construct your model and efficiency by leveraging your staff, contributors, and so forth., you want pages that supply sturdy contextualization.
Even in the event you don’t use the bio/creator web page as a part of the outreach per se, there’s an excellent probability anybody will run some type of search and discover these pages on their very own (once more, as I did above).
Which brings us to…
Who Wants Creator Pages?
Let me problem your complete query. Why are we stopping at authors? The query needs to be, “Who wants folks pages?” The reply is everybody whose firm has any folks. So, the reply is everybody.
Each enterprise must contextualize itself through the folks related to it. That may be the CEO, CMO, CFO, CTO, or COO – I’m out of “Cs,” but it surely shouldn’t cease there.
Once I see an organization solely checklist its prime staff, it comes off as one big ego stroke. So, mission achieved: You might have contextualized your small business. I now know you’re a bunch of narcissists.
Even in the event you’re a solopreneur, there needs to be content material that in a way parses out who you might be on the positioning.
I feel we’ve come to take a look at “creator pages” as being this very narrowed web page kind. To me, it’s the incorrect approach to take a look at them. It’s not an “search engine marketing” play.
And while you suppose past search engine marketing per se, is there actually a distinction between an creator web page and an worker bio web page?
But, it’s humorous as a result of we’ll spend all day speaking about find out how to bolster your creator pages after which create one endless web page for the staff that merely lists their names.
How precisely is that useful past giving your consumer the flexibility to manually lookup a few of these people on LinkedIn (which suggests leaving your web site)?
So, who wants “creator pages”? Everybody. The query is, what kind of “creator web page” do you want? Are you able to mix your About Web page and “creator web page”?
I try this by myself web site since I’m a one-person present, and the format permits me that chance. I felt that having a separate web page was a little bit of overkill.
There’s a bio about who I’m on my homepage after which an extended part on the About Web page – do I really want to create one other separate web page to speak about me once more? Doing so felt like it could be an excessive amount of give attention to myself and never my viewers.
Once more, it’s not a query of “if” you want some kind of creator or bio web page, however what sort and in what format?
Creator Web page Greatest Practices
That stated, listed here are some fast greatest practices I might take into account including to your creator pages (and comparable “bio” pages). A few of them are apparent, like:
- Social hyperlinks.
- Normal bio.
- Picture.
- Latest posts.
- Formal trade recogniton (equivalent to Search Engine Journal does with its “Certification & Awards” tab).
- Areas of experience.
Some much less so (and once more, all of it is dependent upon your objectives):
- Convention talks.
- Podcast, webinar appearances, and different “third-party placements” (much like Search Engine Journal’s “Printed Works” tab).
- Retailers the place the creator is quoted.
- Work expertise (present and former).
- Historical past of how the creator received into the trade and why.
- Private trade philosophy (may even be a video).
The very last thing I’ll say is: Watch the formatting.
99% of creator pages, assuming they’re substantial, really feel such as you’re studying an extended article.
If you wish to get probably the most out of the creator web page, it is advisable lay issues out in order that the viewers can get a holistic sense of issues at a look.
Screenshot from Search Engine Journal, March 2025The Search Engine Journal format is among the greatest I’ve seen on-line (and I’m not saying that as a result of I’m scripting this on Search Engine Journal).
I don’t really feel overwhelmed by data. It’s all “chunked” in a approach the place I clearly discover the varied areas of knowledge with out having to work arduous to see all of it.
That’s why it really works.
Extra Sources:
Featured Picture: Paulo Bobita/Search Engine Journal