Leading an in-house SEO team comes with a unique set of challenges. Unlike agency work, where specialists juggle multiple clients, in-house SEO requires a long-term strategy, cross-team collaboration, and the ability to adapt to changing search algorithms. In this recent episode of SEO Kwentuhan, Sir Jake Morales, an experienced SEO leader at Canva, shared his journey from link building to becoming a mentor, offering valuable insights on leadership, team dynamics, and strategy execution.

Throughout the discussion, Gab and Gelo explored what makes an effective SEO leader, how to manage conflicts in strategy, and what skills are essential for building a strong team. Sir Jake emphasized the importance of balancing technical expertise with leadership skills, ensuring that teams not only execute well but also grow professionally. If you’re an SEO specialist aspiring to lead a team or a current manager looking for ways to improve collaboration, this episode is packed with practical takeaways on mentorship, setting clear goals, and fostering a proactive team culture.

Transcript Summary

(00:00 - 01:57)

Gab: Welcomes listeners to the new episode of Lighter Topics of SEO and introduces a special guest, Sir Jake Morales.

Gab: Shares that Sir Jake was his first mentor when he started SEO in 2013, as his team lead or manager at the time.

Gelo: Acknowledges this and adds that Sir Jake was also someone he looked up to in the workplace whenever he had SEO-related questions.

Sir Jake: Greets the hosts and listeners, expressing gratitude for being invited to the podcast. He recalls working with Gab in 2013 when he was a supervisor, while Gab was a junior SEO. He also notes that he and Gelo currently work together under the same employer.

Gab: Remarks on how small the SEO industry is, to which Sir Jake agrees.

(02:08 - 13:42)

Gab: Kicks off the discussion by asking Sir Jake how he started his career in SEO.

Sir Jake: Explains that SEO is not typically taught in academic settings and is usually learned through professional experience or specialized training.

Before SEO:

• Sir Jake: Began his career as a call center agent (2009-2010) before transitioning into copywriting.
• He recognized that writing was his strongest skill, leading him to pursue copywriting for a marketing agency.
• After losing his job, he was uncertain about his next steps.

Discovery of SEO:

• A friend introduced him to SEO and encouraged him to apply to an SEO agency in Makati.
• This was his first time hearing the term "SEO."
• The agency was newly established in the Philippines and specialized in white-label SEO services.

First SEO Role – Link Builder (2010-2011):

• Sir Jake was hired as a link builder, responsible for acquiring backlinks through directory submissions and blog commenting.
• He describes the early days of SEO, where link-building strategies focused on posting comments on forums and blogs.

Transition to On-Page SEO:

• Sir Jake moved from link building to on-page SEO, where he worked closely with web developers and content teams.
• Gab recalls that he initially applied for web development, but ended up working in on-page SEO, where he and Sir Jake crossed paths.
• They reminisce about the collaborative and fun work environment at the time.

Growth & Career Progression:

• Sir Jake explains how junior SEOs were structured differently back then but were heavily involved in technical SEO and project management.
• He spent 5 years in his first SEO agency, honing his expertise in various SEO disciplines.
• Moved to another SEO agency in 2015, where he was exposed to the broader SEO community and industry events.
• This second agency allowed him to network with top SEO professionals in the Philippines, where he learned new strategies and trends.

Joining Canva (2019 - Present):

• In 2019, Canva recruited Sir Jake for their SEO team.
• It was his first in-house SEO role, which required him to adapt from the client-based approach of agencies.
• Responsibilities evolved from team lead → senior specialist → team lead again, handling keyword research, copywriting, and technical SEO.
• He visited Canva’s Sydney headquarters three times, with one trip occurring just before the March 2020 lockdown.

(15:39 - 18:37)

Gelo: Asks Sir Jake why he has remained in the SEO industry for 15 years.

Sir Jake: Shares that:

• His SEO career grew alongside him, offering continuous learning opportunities.
• He experienced major algorithm updates like Google Panda & Penguin, which kept the industry exciting.
• Over time, he explored various SEO roles, from copywriter to strategist to mentor.
• SEO provided financial stability, career growth, and fulfillment.

Gab: Agrees, noting that SEO challenges motivate professionals to keep learning and improving.

(20:06 - 31:31)

Gab: Asks Sir Jake to explain the key differences between an individual SEO specialist and a team lead.

• SEO Specialist:
• 
  
• Focuses on expertise, execution, and technical skills.
• Must stay updated with algorithm changes and best practices.
• Often works independently or with minimal supervision.
• SEO Team Lead:
• 
  
• Balances mentorship, guidance, and team development.
• Ensures the success of the entire team, not just individual projects.
• Requires empathy, leadership, and decision-making skills.

Gab: Shares that becoming a first-time manager was challenging, especially in teaching and transferring knowledge to others.

(31:32 - 40:41)

Sir Jake: Emphasizes two critical leadership qualities:

1. Empathy – Understanding team members, their needs, and their strengths.
2. Direction & Firmness – Setting clear goals and vision while ensuring team alignment.

Gab: Asks how to handle conflicts in SEO strategies within a team.

Sir Jake: suggests:

• Encouraging open communication and discussions.
• Using collaborative documents (e.g., Google Docs) to compare and refine strategies.
• Experimenting with different approaches in a controlled environment to see what works best.

(40:45 - 48:52)

Gab: Asks Sir Jake what qualities he looks for when hiring SEO professionals.

Top qualities:

1. Expertise – Strong SEO knowledge and skills.
2. Ownership – Taking responsibility for tasks.
3. Proactiveness – Taking initiative without waiting for instructions.
4. Consistency – Delivering results reliably.

(50:13 - 54:54)

Gab: Asks Sir Jake for his advice to aspiring SEO team leads.

Sir Jake shares:

• Patience – SEO is fast-paced; managing teams takes time.
• Presence – Be available to support and guide your team.
• Continuous Learning – Stay updated with industry trends and best practices.
• Lead by Example – Your leadership style should reflect the team culture you want to build.

(55:11 - End)

• Fun segment: “Lights On or Lights Off” – Sir Jake prefers lights on for productivity and lights off for relaxation/gaming.
• Final Remarks – Gab & Gelo thank Sir Jake for sharing his insights.
• Listeners are encouraged to follow them on Facebook, YouTube, and Spotify.

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