Our core values
At Yoast, we have one mission: SEO for everyone. We want to empower people to get the best out of their websites. To stay true to our mission, we have a few core values that represent our team and guide us in everything we do. Read all about them here!
People at Yoast adapt, always.
Our core values can be summarized in the acronym ADAPT. We advance and always want to do better. We are different and see value in that. We are accessible, on the web and in real life. We empower people, businesses and websites. And we’re doing it together.
Our core values in one word: Adapt
Advance, Different, Accessible, (em)Power, Together.
We advance and always want to do better
As a software company we embrace the challenge to grow and change with the steady march of technological progress. We’re all about making websites better from our customers’ perspective. Our commitment to always improving for our customers and keeping them ahead of the curve is unwavering. This results in helping our customers enjoy optimal website performance.
New Google update?
We advance
Part of a global company?
We advance
Changes in the world?
We advance
How?
We stay on top of what’s happening in the market and continuously work on improving our products to meet customer needs. By advancing our products where we can, we strive to help you advance your business as well.
Within Yoast, we always challenge the way we work and adjust our way of working when needed. By doing so we keep each other sharp and improve our effectiveness. Joining Newfold Digital, a global company, presented the opportunity to advance in unexpected ways by partnering up with other Newfold brands. By staying flexible and focusing on opportunities, we will keep advancing when needed and possible.
We are different and see value in that
Yoast values equality, inclusiveness, and respect. We believe in the power of being different and embracing differences in everyone we meet. And this is not just about diversity. It’s not just about representing different groups of people, it’s about celebrating them and embracing differences. It’s also about daring to do things differently. We challenge the status quo because we embrace diversity and want everyone to feel included.
How?
Our Diversity fund
The inclusive language analysis
Pride at Yoast
Our vacancies
Since 2018, our Diversity fund has proudly supported over 120 people, enabling them to share their expertise at events or work on projects in tech. This fund provides financial sponsorship to people from underrepresented groups in tech. Team Yoast is also an active part of several affinity groups at Newfold. Specifically, the ones aimed at empowering women and LGBTQ+ people. We also encourage people from underrepresented groups to apply for job openings at Yoast.
We understand the ongoing importance of pride and want to show our unwavering support to the LGBTQ+ community. That’s why we have a strong partnership with COC Netherlands, who helps us become more diverse and inclusive. We also attend the Amsterdam Pride parade every year and enjoy (co)organizing pride parties at WordCamps.
To help website owners make their websites more accessible, we added an inclusive language feature to our flagship Yoast SEO. This analysis helps users create content that everyone enjoys reading and prevents them from excluding people by using language that’s not inclusive!
We are accessible, on the web and in real life
Accessibility should never be an afterthought. We strongly believe that making the world more accessible starts with looking at what you can do. That’s why we’re looking at accessibility in the broad sense of the word. Yoast looks at making its content accessible to screen readers. But we also take great care to make our booth accessible, and the people in it approachable, when we’re at an event.
How?
Make sure to practice what you preach. We can’t talk about the importance of accessibility without being critical of our accessibility. When it comes to our website we continue to work on making it more accessible for everyone.
What we believe
Accessibility shouldn’t be an afterthought
We provide our videos with subtitles, transcripts and voice-overs. We provide images of descriptive alt text where needed. We consider color contrast in our design and make sure our font is big enough so that everyone can read what’s on our pages. We also optimize our pages for screenreaders (f.e. by using aria-labels and a proper heading hierarchy) and work to make them accessible to anyone.
We also strive to be as accessible as possible offline. At events, where you can approach us with any questions you have. Or at our Yoast contributor days, where people from inside and outside of Yoast come together, connect and contribute to WordPress. We also host free live webinars for those who want to start learning SEO, a free webinar series for those who want to know the latest developments, and an extensive help center for everyone who works with any of our products. We also have a support team with people from all over the world, that can help with any product-related question.
We empower people, businesses, and websites
We want people and businesses to take their (business) success into their own hands. We’re here to guide you and help you grow. That’s what we do for our customers, by making our software as easy as possible and providing you with in-depth insights through our Academy. We help build careers and businesses.
This principle is also something we do internally, for our colleagues. Our company culture is open and people can take their development into their own hands.
How?
We empower our customers with our products that make SEO accessible to everyone. With over 13 million users, Yoast SEO empowers website owners from all over the world. But we don’t stop there. To keep our users well-informed, we share our SEO knowledge wherever we can. Whether that’s through blog posts, extensive academy courses, talks, workshops or our free webinars. We offer all of this to empower you and guide you in whatever way that’s needed.
Our SEO blog
Yoast SEO Academy
Free webinars
Yoast Care fund
But we don’t just focus on our products. At Yoast, we deeply appreciate everyone who contributes to WordPress, especially the unsung heroes behind the scenes. The Yoast Care Fund is our way of recognizing those who do exceptional work organizing events, offering support, writing patches for core, and engaging in other non-commercial WordPress activities. Since launching the Yoast Care Fund in 2019, we have rewarded 122 WordPress community members for their contributions.
And we’re doing it together!
Success is defined by how we’re doing as a team. We believe that you can succeed on your own, but you do better when you work as a team. Plus, it’s more fun. We can incrementally improve by doing things together and learning from each other. We’re clear and open in our communication so people can contribute easily. Our people are our greatest resource, and they achieve extraordinary results when they work together as one global force. With a shared one-team mindset, we get things done for our customers and have a good time doing it.
We focus on creating a winning culture as a team. This means we’re opinionated, and strive to be clear and open in our communication. We help each other to excel.
How?
We are doing all of this together. These core values can thrive and stay at the heart of everything we do by staying connected as a team. Within our teams, we help each other out, ask questions, and make time to learn from each other. But we also have short lines of communication between the teams to stay aware of each other’s work and help each other move forward.
The same goes for our collaboration with other brands within the Newfold family. We work closely together to continue growing and learning from each other. Because together, you’ll be able to go further.
