Strategies For Leading An In-House SEO Team Feat. Jake Morales

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.

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Key Takeaways

The industry is always evolving, and staying updated with trends, algorithm changes, and new tools is crucial for long-term success.
In-house teams focus on long-term brand growth, while agencies juggle multiple clients with short-term deliverables.
A great SEO leader balances technical knowledge with the ability to mentor, support, and guide a team toward shared goals.
Understanding your team’s challenges, strengths, and motivations fosters a collaborative and productive work environment.
Different approaches to SEO should be discussed, documented, and tested to find the best solutions.
Hiring managers value candidates who take initiative, solve problems independently, and contribute beyond their assigned tasks.
Leaders must provide clear goals while allowing room for team members to experiment and apply their expertise.
Staying ahead means adapting to new tools and optimizing for emerging search behaviors beyond traditional Google algorithms.
While traditional methods have changed, high-quality backlinks still play a significant role in SEO success.
A successful team should include experts in technical SEO, content, research, link building, and web development to cover all aspects of search optimization.

In this insightful conversation, Sir Jake Morales shares his journey and the usual challenges when starting in SEO. As an experienced SEO leader, he discusses the importance of mentorship, team dynamics, and effective strategies for leading an in-house SEO team.

How did you start your career in the SEO industry?

I started my career in SEO almost by accident. Before I got into SEO, I was a copywriter. Prior to that, I worked as a call center agent. I always had a knack for writing, and I was good at creating content. But when my copywriting job ended, I found myself looking for something new. A friend invited me to apply at a company that was just starting out in SEO. I had never heard of SEO before, but I was eager to learn.

When I joined, I was one of the first employees there, which was exciting. My first role was in link building. Back in 2010, link building involved leaving comments on blogs and submitting to directories. It was a very different world of SEO compared to today. I spent about a year and a half doing link building, and that’s how I really got into SEO.

What was your journey from link building to your current role?

After my time in link building, I moved to on-page SEO. I learned a lot about content instructions and technical SEO during that phase. The environment was vibrant, and I made many friends in the team. We worked closely with web developers and project managers, which helped me understand how SEO fit into the bigger picture.

From there, my career moved quickly. I left that company after a few years and joined another SEO agency as a senior SEO specialist. That’s when I really got involved in the SEO community. My new boss was well-connected and often spoke at events, which opened more doors for me. I stayed there for about four years, and during that time, I met many key figures in the SEO world.

Eventually, I was recruited by Canva. This was a big shift for me since it was my first in-house role. I had spent almost a decade in agencies, so working for a well-known brand was a new challenge. I started as a team lead, managing a group of 20 SEOs. The transition required me to adapt to different metrics and goals than I was used to in agency life.

What was your experience transitioning to Canva?

Transitioning to Canva was both exciting and challenging. I had to adjust to working with a larger team and a different kind of structure. In an agency, the focus is often on client reports and deliverables. But at Canva, I had to think about broader metrics and goals. It wasn’t just about rankings or traffic; it was about how SEO impacted the overall business.

Initially, I was involved in various SEO strategies, but I later focused on specific areas like content research and technical SEO. I had the chance to visit the Sydney office a few times, which helped me connect with the global team. This experience broadened my understanding of how SEO works in a larger context.

What keeps you motivated to stay in SEO?

What keeps me motivated is the constant evolution of the industry. SEO is always changing, and I thrive on learning new strategies and techniques. I’ve been in this field for over 15 years, and it’s fascinating to see how things have shifted. From algorithm updates to new tools, there’s always something new to explore.

Another big factor is the opportunities I’ve had to grow within the industry. I’ve worked in various roles, from link building to technical SEO, and each step has taught me something valuable. I also find fulfillment in mentoring others. Helping my team grow and succeed is incredibly rewarding. It’s not just about my journey; it’s about the people I work with and the impact we can make together.

What is the biggest difference between being an individual contributor and a team lead?

The biggest difference lies in the level of responsibility. As an individual contributor, your focus is primarily on your own expertise and performance. You’re the one driving results for the website, making sure everything runs smoothly. But as a team lead, you’re responsible for the success of your whole team. You have to ensure that everyone is growing and meeting their goals.

There’s also an emotional aspect. As a lead, you have to be aware of your team members’ needs and challenges. You’re not just managing tasks; you’re helping people develop their skills and navigate their own career paths. It’s about creating a supportive environment where everyone can thrive.

What leadership skills are essential for a good team lead?

Empathy is one of the most important leadership skills. Understanding your team members’ unique challenges and listening to their needs is crucial. It helps create a strong bond and fosters trust within the team. You don’t always have to agree, but being open to different perspectives is key.

Another essential skill is adaptability. The SEO landscape changes rapidly, and as a leader, you must be able to pivot and adjust strategies as needed. You need to guide your team through these changes while keeping morale high. Good communication is also vital. You should be able to clearly convey goals and expectations, making sure everyone is on the same page.

Lastly, investing in your team’s growth is critical. You should be focused on helping them develop their skills and advance in their careers. When your team succeeds, you succeed. That’s the essence of effective leadership in SEO.

How do you handle team collaboration and conflicts?

Handling team collaboration and conflicts is all about communication. I've had my fair share of disagreements, even with my own leads and managers. It’s important to remember that everyone has their own strengths and perspectives. At the end of the day, we are all aiming for the same goal: better organic performance and improved metrics.

When conflicts arise, I think it’s crucial to communicate openly. It’s not personal; it's about different approaches to the same challenge. For example, I might view a technical SEO issue differently than a teammate. But we are all looking at the same goal from different angles. One practical step I take is using collaborative documents. Tools like Google Docs or Canva Docs allow everyone to contribute their strategies in real-time.

When everybody puts their ideas in one place, it opens the door for discussion. You can see each other's thoughts and refine strategies together. It’s a learning opportunity for everyone involved. Listening is key. When you listen to your team, you create a space where everyone feels comfortable sharing their ideas. Sometimes, I discover new approaches from junior team members that I hadn’t considered before.

What qualities do you look for when hiring for your SEO team?

When hiring for my SEO team, I focus on a few key qualities. First, cultural fit is important. I want to ensure that the candidate will mesh well with the team dynamics. Synergy is crucial. Beyond that, I look for expertise in their specific area, whether it's technical SEO, content creation, or link building.

Proactiveness is another quality I value. I appreciate candidates who take initiative and don’t just wait for direction. They should own their responsibilities as if they have a stake in the company’s success. Ownership and consistency in their work are essential. Regardless of their role, everyone should feel the impact they have on the team and the company.

What expertise should be present in a successful SEO team?

A successful SEO team needs a mix of expertise. Technical SEO is crucial, as it ensures that the website is discoverable. Content expertise is also important because quality content drives organic traffic. Research skills are the foundation of all SEO efforts. A good researcher can uncover opportunities that others might miss.

Additionally, having a strong sales component is beneficial. You need someone who can effectively communicate the value of your SEO strategies to clients or stakeholders. A well-rounded team might also include a web designer, someone skilled in user experience (UX), and even a copywriter who understands SEO principles.

What advice do you have for aspiring SEO team leads?

If you want to become an SEO team lead, patience is key. The industry moves quickly, and you’ll be working with a diverse group of individuals. Each person has their own learning pace, and you need to be adaptable. Context switching is part of the job. You may need to mentor one person on technical SEO while helping another with content strategy.

Also, presence matters. Your team needs to feel that you are there for them. Advocate for their needs and support them, especially when they are underperforming. Those uncomfortable conversations are necessary for growth. Be self-aware, though; avoid micromanagement. Happy team members perform better.

Stay updated with industry trends. Use tools like RSS feeds to keep track of major SEO publications. This helps you stay current with best practices, especially as we adapt to new technologies like AI. Lastly, invest in your own leadership skills. Take courses and learn from others in leadership roles. Personal leadership is just as important as leading your team.

Quotable Quotes

1"I didn’t plan on staying in SEO for 15 years—it just grew with me. The industry kept changing, and every shift brought new challenges and opportunities. I kept learning, adapting, and here I am."
— Sir Jake Morales

2."Being a team lead isn’t just about knowing SEO. It’s about helping people grow. Your job isn’t to do everything yourself—it’s to guide your team so they can succeed too."
— Sir Jake Morales

3."At the end of the day, we all have the same goal—we just see different ways to get there. The best way to resolve conflicts? Listen, collaborate, and find common ground."
— Sir Jake Morales

4."Expertise is important, but I also look for people who take ownership of their work. If you want to thrive in this field, don’t wait for instructions—take initiative and make things happen."
— Sir Jake Morales

5."What works today in SEO might not work tomorrow. If you’re not constantly learning and adapting, you’ll get left behind."
— Sir Jake Morales

6. On Career Fulfillment in SEO
"SEO isn’t just about rankings and traffic. For me, the real fulfillment comes from mentoring people and seeing them grow in their careers."
— Sir Jake Morales

7."Every time I face a challenge, I remind myself: There’s always a way to figure it out. That mindset has helped me push through every obstacle in my career."
— Gab

8."The best leaders don’t just tell people what to do. They set clear goals, support their team, and make sure everyone knows they’re valued."
— Sir Jake Morales

9."SEO is always changing—AI, search algorithms, user behavior. The ones who succeed are those who don’t just react to change, but stay ahead of it."
— Sir Jake Morales

10."If you’re in SEO just for the money, you won’t last. The ones who thrive are those who enjoy the challenge, the problem-solving, and the constant evolution of the industry."
— Gab

What's Next

Leading an in-house SEO team isn’t just about knowing the latest strategies—it’s about mentoring, adapting, and building a team that thrives together. This episode gave us real, practical insights from Sir Jake Morales, from handling conflicts in strategy to setting clear goals that push a team forward. If you’re an aspiring SEO lead or already managing a team, there’s always something new to learn, and growth never stops.

So, what’s your next step? Whether it’s refining your leadership style, testing new SEO strategies, or just staying ahead of industry changes, take these insights and apply them where they matter most. And if you enjoyed this conversation, stick around—our next episode is packed with more real-world SEO experiences and lessons you won’t want to miss. See you there!

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:

Empathy – Understanding team members, their needs, and their strengths.
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:

Expertise – Strong SEO knowledge and skills.
Ownership – Taking responsibility for tasks.
Proactiveness – Taking initiative without waiting for instructions.
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.