The Washington Post shares guidelines for SEO and web performance

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The Washington Post has released a paper outlining its internal best practices for SEO and web performance that anyone involved in news SEO will want to read.

The paper, Web Performance and SEO Best Practices and Guidelines, outlines what the Post calls « proven strategies and guidelines for web performance optimization and search engine optimization (SEO). »

SEO best practices and web performance. The Post document breaks down all of its guidelines into what is essentially a checklist, made up of four segments: On-page SEO, Content Optimization, Technical SEO, and Off-page SEO.

Web performance guidelines focus on loading, rendering, and responsiveness. It also shares many of the tools it uses to monitor performance, including Lighthouse, WebPageTest, Google Search Console, and Google Analytics.

The purpose of the guidelines. The Post wants to make sure that:

  • Provides a positive user experience.
  • Increase the visibility of the website.
  • Drive organic traffic.
  • Improve the overall success of the site.

What are they saying. The document was officially announced today, although it seems that the document was published on May 31st. The Post said it is publicly sharing its guidelines and tools to help others ensure their « own site practices are optimal »:

  • “We identified the need for a team of Web Performance and SEO engineers to create technical solutions that support the discovery of our journalism, as the majority of news consumers today read the news digitally. Without SEO and proper web performance, our stories are not as accessible to our readers,” according to Arturo Silva, Technical Manager.

Read the document. Web performance and SEO best practices and guidelines

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Danny Goodwin

Danny Goodwin has been Managing Editor of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s Subject Matter Expert (SME) program. He also helps plan SMX events around the US. Goodwin has been curating and writing on the latest developments and trends in search and digital marketing since 2007. Previously, he served as executive editor of Search Engine Journal (2017-2022), editor-in-chief of Momentology (2014-2016), and editor of Search Engine Watch (2007-2014). He has spoken at many major research conferences and virtual events and has been singled out for his expertise from a wide variety of publications and podcasts.