Our mission is ‘SEO for everyone’. We keep that in mind, in everything we do. But what do we mean by it? And why is it our mission? In this post, I’d like to explain Yoast’s mission.
A little bit of history
To understand why we pursue this mission, we’ll have to go back in history. Let’s start in 2006: Joost de Valk was building SEO plugins because he strongly believed that everyone could benefit from the SEO knowledge he had collected in his work for large agencies. As a WordPress fanboy, he could quickly translate his technical SEO skills into a useful plugin for WordPress.
The WordPress SEO plugin, which was rebranded to Yoast SEO later on, got an enormous amount of users. What’s more, Joost received an overwhelming number of support requests and was unable to handle those, as he was still working for an agency as well. At that point, Joost decided to start his own company. Selling premium plugins and doing a little bit of consultancy enabled him to further invest time and resources into the free Yoast SEO plugin as well. This allowed us to improve the quality and features of our products, and also resulted in a growing company. Moreover, it meant we could further define our mission.
WordPress’ mission and Yoast’s mission
The mission of WordPress is to democratize publishing with open-source GPL (General Public License) software. Yoast’s mission builds on WordPress’ mission, just as Yoast’s software is an extension of the software of WordPress. Everybody can create a website using WordPress. However, not everyone is able to rank in the search engines. In some niches, the search results are dominated by large companies with even larger marketing budgets. The Yoast SEO plugin, combined with the SEO knowledge Yoast shares, enables small entrepreneurs to compete with these large companies.
A ‘fair’ chance in the search results
We believe the web will benefit from all people having an equal chance in the search results. We would love for great new ideas and inventions to spread over the world. And great ideas don’t always come from large agencies but are created everywhere around the world. That’s why we believe that every idea should have a fair chance in the search results. WordPress and Yoast SEO cover most of the technical SEO challenges of a website. But to seriously compete with the big boys, every website owner still faces content SEO challenges. In our blog posts, we explain to our audience how to write awesome and SEO-friendly content and how to set up a decent site structure. Using the Yoast SEO plugin and reading our posts should help everyone to have a fair chance in the search results. That’s what ‘SEO for everyone’ is all about.
As of May 2018, we also offer a free SEO for beginners course! Our motives to do so are closely linked to our mission, because we truly believe that SEO is for everyone!
Making money and maintaining the mission
Pursuing our mission doesn’t mean we’re not making any money while doing so. On the contrary: the company Yoast is thriving. The money we make enables us to keep on pursuing our mission. We continue to tweak and improve our plugins and we write more and more articles about SEO. Making money makes pursuing ‘SEO for everyone’ easier. We can have a bigger impact. And, it allows us to contribute more and more to WordPress core.
The premium version of Yoast SEO has some practical features, which will make SEO a lot easier. However, all essential features you need to have that fair chance in the search engines, are available and will remain in our free plugin. Our online courses are powerful to quickly learn about (one or multiple aspects) of SEO. But all the SEO information you need is also available in our many blog posts. It’s important to us that everyone – even if you haven’t got much money to spend – can benefit from our SEO products.