SEO Sherpa's Culture Book

SEO Sherpa
Culture Book
A guide to where we’ve been and to the
continued pursuit of where we’re climbing to

This is a guide for the collective personality of our organization,
from current Sherpas to new members joining the team.

Foreword
SEO Sherpa established from the growth and success of a little consulting business I started in 2010,
called Veravo. We started with one Sherpa (me) and a handful of clients. We now serve hundreds of
brands with team members all over the world. It’s been an incredible journey, so far.
SEO Sherpa is a place designed to foster greatness. It’s a place where growth, both personally and
professionally, is encouraged. It’s a place where we strive to achieve the impossible, but at the same
time, have fun and not take ourselves too seriously.
But most importantly, SEO Sherpa is about integrity, excellence, and collaboration. Where highly
effective people share information openly and work together as a team to build something great.
This document is a guide to where we’ve been and to the continued pursuit of where we’re going.
The SEO Sherpa Culture Book is an inside look at the company’s vision, mission, core principles, and
highlights of our stories and history.
The purpose of this culture book is to provide a glimpse of what the SEO Sherpa culture is all about
to new hires, prospective hires, and anyone else who might be interested.
So welcome, I hope you enjoy the climb with us.

Table of Contents
Who we are
● A team without borders
● SEO Sherpa at a glance
● Achievements
● Milestones
What we believe
● Purpose
● Mission
● Core Values
● Principles
Life at SEO Sherpa
● Getting acquainted
● Work life synergy
● Meet the Sherpas
A Look Inside

Who we are
A fun loving bunch of digital geeks, delivering results and
creating a company we’re proud of.

A Team Without Borders
Like its parent company, Veravo, SEO Sherpa was born from James Reynolds’ desire to build a
company that fostered greatness.
In just seven short years, SEO Sherpa has gone from a one-man operation to a 40+ strong
team. While we have a basecamp in Dubai, United Arab Emirates, our entire team of sherpas is
free to work remotely.
Who we are
Our-remote ﬁrst culture enables us to focus
on productivity and encourages independent
decision-making.
Of course, remote work is not without its
challenges. But through a little bit of tech,
collaborative work, being extraordinarily
candid with each other, we overcome these
challenges with ease.
Our Loft Ofﬁce in Dubai Media City, UAE

Open for Business
UNITED STATES
CANADA
UK
UAE
LEBANON
THAILAND
PHILIPPINES
SOUTH AFRICA
Who we are
Where we are

Who we are
Customer Split
SEO 90%
PPC 10%
Total Customers
100+
Total Team
Members
44
Team Growth
In 2010 we were 2, by
2013 we grew to 5 and
by 2016 we were 30.
Now we are 44.
Press
CNN, Fox News,
Dubai One, Moz,
AHrefs, Search
Engine Journal.
Events
Search Exchange,
Fast Web
Formula, Social
Media Summit
SEO Sherpa
at a glance

Just some of the companies that choose SEO Sherpa, from
small businesses to big brand names
Who we are

Achievements
Best Large SEO Agency 2018
Best SEO Campaign 2018
Best Use of Search - FMCG
2018
Who we are

● James began work on what
was to become Veravo.
● James won his very first
consulting client.
● First team member Kris
Berame hired. She’s still with
us today.
● Serviced 30 clients in the first
6 months most of which
were website builds using
outsourced service partners.
● Surpassed $100,000 revenue.
2010
● Started offering SEO as a
service
● Began working with SEO
Partner as our content
distribution partner.
2011
● Won our first major client
DAMAC Properties.
● SEO Sherpa established
● We become a pure search
engine marketing agency
and stopped all other
services.
2012
● Begin working as a
wholesale supplier to large
multinational agencies.
● Launched standalone PPC
service due to growing
demands.
● James launches Traffic Jam
a No.1 podcast on iTunes
interviewing industry
leaders like Brian Dean, Neil
Patel, Rand Fishkin and
Perry Marshall.
2013
Milestones

● James visits the Philippines to meet
our first remote employees in person.
● The name “Veravo” was picked and the
domain was registered. Veravo is born.
● First Dubai-based team member hired
as head of PPC.
● More major clients won. Nissan and
Infiniti automobiles join the SEO
Sherpa camp.
2014
● Company experiences fast growth.
Doubles revenue and customers
versus previous year.
● More major clients added to the books
in JA Resorts, Zain Telecom, HSBC
Bank, Kotex and Isuzu amongst
others.
● Team grows past 10 employees.
● We get our first physical office in
Dubai Media City.
● James asked to write for
Entrepreneur.com
2015
● Team now reaches 16 people
with growth of PPC team and
launch of Arabic SEO service.
● We acquire SEO Partner
adding dozens of clients.
Team grows past 35 people.
● Service delivery bought 100%
in-house.
● Business registered in Dubai
Media City to support next
stage of growth.
● Featured by MOZ and Search
Engine Land for the 1st time
2016
Milestones

Open for Business
● Move in to our duplex Loft Ofﬁce in the
the heart of Media City.
● Our team expands with new members
joining us in United States, Canada,
and Thailand.
2017
● Dubai-based team grown to 8-people.
● Launch our inbound marketing event
called Click Jam.
● We enter the MENA Search Awards for
the ﬁrst time and pick up:
○ Best Large SEO Agency
○ Best SEO Campaign
○ Best Use of Search - FMCG
● Win new contracts with Pizza Hut,
Harper’s Bazaar, Standard Chartered
and Guinness World Records.
2018
● More prestigious clients
added to the books including
Emaar and Meraas
● We grow past 100 active
customers.
2019
Milestones

What we believe
Our beliefs are our operating system and it’s what gives us
a competitive advantage.

What we believe
Our Purpose
Freedom
Create more freedom in life for our clients, colleagues and community.
Our core purpose is why we do what we do.
It's our heart and soul and reason for being.
It's the glue that binds us together.

What we belive
Our Mount Everest
● Become the world's #1 search engine marketing company, by helping 8.5 billion
humans discover content from trusted brands we serve.
Mission
2030
Mission
2030

What we believe
Our Core Values
These are the tenets of our organisation. They are the beliefs and
behaviours most valued in fellow employees. We hire and promote
people who demonstrate these ﬁve “shoulds” and let go of anyone
who challenges them.

What we believe
Core Values
All for one
We believe no one person is bigger than the whole. Team before individuals. We climb
together, we fall together - all as one.
1

What we believe
Core Values
Never settle
We believe to improve is to change. We strive every day to be a better organisation today than
we were the day prior.
2

What we believe
Core Values
Have serious fun
We believe that in order to succeed in the serious pursuit of excellence, it's got to be fun along
the way.
3

Core Values
Open for business
We believe in the culture of candour. We openly speak-up, own-up and share up (and down)
the business.
What we believe
4

What we believe
Core Values
Impossible is nothing
We believe that if it hasn't been done yet, it will not stop us from being the ﬁrst.
5

Principles
What we believe
Customer-obsessed.
What’s best for the customer is best for everyone.
Laser focussed.
Keep the main thing the main thing, eliminate distraction
(less but better).
Either a hell yes or a no.
Anything less than “Wow!” is an automatic “No!”
Radical transparency.
Be brutally honest and transparent, even if it hurts it helps.
Question everything.
Ask why and hold nothing sacred in the pursuit of truth.
Long-term thinking.
Make short term sacriﬁces for long-term success.
Go all in.
In order to get it all, you must be willing to give it all.
Exceptional standards.
Great just isn't good enough.
Not what, but who.
Find the right people to ﬁnd the right answers.
Deliver results.
Our customer's success is our success.
Our 10 founding principles are the compass for all our decision making. We refer to these principles daily whether we're discussing ideas or
deciding on the best approach to solving a problem.

Life at SEO Sherpa
“Your impact should be felt. If you’re not there, people should notice.”

Life at SEO Sherpa
Buddy up
When you ﬁrst arrive at SEO Sherpa, you’ll have a Buddy to help you get situated while you
settle in. Your team lead will walk you through the expectations for your ﬁrst few months and
meet with you regularly to keep you on track.
Life at SEO Sherpa

Life at SEO Sherpa
Huddle up
We have a daily huddle where the whole company gets together to share what’s up, clear out
bottlenecks and celebrate success.
We also have weekly catch ups, monthly school days and quarterly themes to keep things fun
and to help you stay connected.
Life at SEO Sherpa

Life at SEO Sherpa
Speak up
We pride ourselves on being open and friendly. Have a question? Feel free to ask people when
you need help or clariﬁcation, either in person or at our daily huddle in the section we call
“stucks.”
Life at SEO Sherpa

Work life synergy
Get excited
Get your work done well, and be excited about what you’re creating. Not excited? Talk to your
team lead. Maybe there’s a better seat for you to be sitting in.
Life at SEO Sherpa

Work life synergy
Talk it out
Work out your schedule with your team, most roles allow for ﬂexible working hours. Talk to your
coworkers about what you’re working on and document your work in your end of day (EOD).
Communicate openly, and be good to your teammates.
Life at SEO Sherpa

Work life synergy
Balance work with life
We occasionally work long hours not because it’s required but because we’re passionate about
what we do. Whilst we work hard, we play lots too. From fancy dress meetings, to quarterly
themes and off sites, you’ll get to know the lighter side of your coworkers in no time.
Life at SEO Sherpa

Life at SEO Sherpa
Content Meet the Sherpas
FROM A-Z The Sherpas delivering exceptional work creating more freedom in life for their colleagues and clients.
ALICE ABEL
Copywriter
Exeter, United Kingdom
“I love that I learn something new
every day. Whether it’s through
research for content, by honing
my writing and editing skills, or
learning the dos and don’ts of
SEO, there’s always something
new to master.”
ERWIN BALUYOT
Copywriter
Pasig City, Philippines
“I like being able to do what I love
to do (writing) without having to
deal with the usual hassles most
people have to on a daily basis.
Like driving to work. It is a bonus
that we have a great boss at SEO
Sherpa who is supportive of his
staff.”
LOVELY CLAIRE D.
CACHUELA
Content Editor
Baguio City, Philippines
“Working at SEO Sherpa means
being able to interact with great
people daily. I love that SEO
Sherpa fosters a learning culture.”
MAYFAIR DELA CERNA
Copywriter
Cebu, Philippines
“Working in SEO Sherpa means
freedom. Freedom to do the
things you love while you work.
You get to have full control of
your time."

Life at SEO Sherpa
GRACIELA “ELA”
GALUNZA
Copywriter
“Working at SEO Sherpa means a
lot to me since I get to provide not
only for my needs but for my
family as well. I like the freedom
of working independently. I also
like that I am measured by
results. Being a part of Team
Sherpa broadens my knowledge
about the online world.”
STACEY “STAZE”
GONZALEZ
Copywriter
Bangkok, Thailand
“Working for James and SEO
Sherpa has provided a better
work-life balance. Now I can work
and continue to spend quality
time with my family & friends
without missing out on travel
opportunities.”
IVY GOZE
Copywriter
Marikina City, Philippines
“SEO Sherpa gives me the
opportunity to constantly hone
my writing chops; gotta keep ‘em
sharp! I’m thankful for the
company’s willingness to
accommodate my part-time
status. It’s also a boon to my
morale that SEO Sherpa has
excellent writers. I’m proud to join
their ranks.”
MARIE LOI C. DE
GUZMAN
Copywriter
Makati City, Philippines
“Working at SEO Sherpa means I
have the freedom to use my time
wisely. Managing my schedule as
a mom, wife, and all-around
wonder woman (wink, wink!) is
easier with the ﬂexible work
schedule.”

Life at SEO Sherpa
JENNY HEYSIDE
Copywriter
Ohio, United States
"Working for a company and with a
team that values the client and their
needs at such a high level helps me to
push myself to do the best work
possible.”
LEA LAZARO
Content Editor
Pasig City, Philippines
“I am thrilled to work for SEO Sherpa
because I am able to contribute my best
skills. Through writing and editing content,
I help meet our client’s objectives, improve
their websites, enhance their ability to
communicate to their target audiences
and accomplish their online marketing
goals.”
ELOISA “ELY” MANGILINAN
Copywriter
“For me, working for SEO Sherpa
means enjoying the right amount of
freedom to express my creativity in
writing. I also love the collaboration
that happens within my team and the
company as a whole.”

Life at SEO Sherpa
ERIKA MIRANDA
Copywriter
Dagupan City, Philippines
“Working at SEO Sherpa made me
realize my worth as a writer and an
artist. At SEO Sherpa, I found not just
my calling but a sense of kinship that
has become quite rare, especially in the
virtual ofﬁce space setup. For that, I am
grateful beyond words.”
HILDA “DADA” NARTEA
Content Team Lead
Quezon City, Philippines
"Working at SEO Sherpa means working
at the intersection of content and digital
technology, two subjects I’m deeply fond
of. It means collaborating with seriously
talented people and a visionary leader. It
means doing your best through
teamwork, continuous mastery and
taking ownership of your work.”
CZARINA “CHIPI” PAPA
Copywriter
Marikina City, Philippines
“Working at SEO Sherpa means being
able to do something that I enjoy in a
set-up that’s most convenient for me. I
love learning a lot of new things that
separate from this job, I would never be
open-minded enough to explore.”

Life at SEO Sherpa
LinkBuilding Meet the Sherpas
HEINZ KENNETH BALIGNASAY
Outreach Manager
Nueva Ecija, Philippines
“Working at SEO Sherpa is a wonderful
opportunity since I can work anywhere.
Not to mention, I’m working with reliable
and kind individuals who are there for
each other.”
KRISTINE “KRIS” BERAME
Outreach Manager
Davao City, Philippines
“Team SEO Sherpa is the best team ever.
No drama and full of fun.”
GERRY “MARN” CALDEZ
Outreach Manager
Cagayan, Philippines
“What I like most about SEO Sherpa is
that it conducts and allows us to
attend important training. It never
ceases to motivate me to keep learning
important things about the industry.
James and the team have been really
accommodating.”

Life at SEO Sherpa
LIZA GALUNZA
Outreach Manager
“Working with SEO Sherpa is my bread
and butter and motivation for
continuous learning. Work-life balance is
important to me and SEO Sherpa gives
me this. Best of all, I get the reward of
working in the comforting, stress-free
and productive workplace I call home.”
NICE MANPATILAN
Outreach Manager
Cebu City, Philippines
“I am always proud and happy to be
working at SEO Sherpa. The work
atmosphere is great! The people I get to
work with are also great!”
VANESSA PERALTA
Link Prospector
“Working at SEO Sherpa means I get to
enjoy sincere appreciation not only
from the boss but also the people I
work with. I love the SEO Sherpa team;
we are a very friendly bunch.
I also love the opportunity to work at
home with ﬂexible hours.”

Life at SEO Sherpa
REENA RAMIREZ
Outreach Manager
Bulacan, Philippines
“I have known James Reynolds (his
name) for a long time now and adding a
face to that plus getting to meet him in
person was really a pleasant experience. I
also love working with the other
managers. I like how we are able to easily
adjust to each other.”
JONATHAN “JAY” RODRIGUEZ
Outreach Manager
Pampanga, Philippines
“Working at SEO Sherpa is one of the best
things that happened to me. It has given
me the beneﬁts of working at my own
comfort, discovering new things and skills,
and most important of all, having fun
while working.”
LHEN VILLASENCIO
Link Building & Keyword
Research Team Lead
Dubai, United Arab Emirates
“I like being in a team where I can
discover and learn new things, develop
new skills and challenge myself.”

Life at SEO Sherpa
Marketing Meet the Sherpas
FERDINAND “FERDS”
HERNANDEZ
Graphic Designer
Manila, Philippines
“SEO Sherpa is my ﬁrst experience of
working online and remote. Before
joining I was worried I’d feel isolated
working from home, but not once since I
joined the team have I felt that I am
working alone. We are a really close knit
group despite the actual distance
between us all.”
LOU PATRICK “OPAW”
MACKAY
Graphic Designer
Cebu, Philippines
“Working here has given me more
freedom and creativity to work on
awesome projects. SEO Sherpa is not just
a company but are family. So glad James
found me!
KARL TABLANTE
Inbound Marketing Manager
Toronto, Canada
“Working for SEO Sherpa allows me to
challenge myself. I am able to put my
skill sets to full use through the
opportunities available in the
company. The work environment
fosters great team spirit and everyone
is collaborative. This makes the work
fun and rewarding.

Life at SEO Sherpa
PPC Meet the Sherpas
LEO JAY SAYAT
PPC Specialist
Las Piñas, Philippines
“SEO Sherpa means a lot to me because
this is where my source of income came
from that helps me provide for the needs
of my family. Aside from that, I enjoy
working with the team and I learned a
lot of new things from the team.”
RAMON SUMABAL
PPC Team Lead
Cebu, Philippines
“Working here means that I am working
with other people from different locations
but towards a common goal, teamwork
and success.”

Life at SEO Sherpa
Research&Local Meet the Sherpas
FAYE D. DATU
Local SEO Specialist
“Working for SEO Sherpa has been
nothing short of awesome. I've not only
gained valuable knowledge in this
industry, but colleagues whom I am
happy to call my friends.”
ROMINA KHODR
Keyword Research Specialist
Beirut, Lebanon
“Working for Veravo is the best thing to
happen in my professional life so far. I
sometimes envy myself for being part of
this incredible team, or let’s say family. For
the ﬁrst time I’ve truly experienced
‘teamwork’.”

Life at SEO Sherpa
Support Meet the Sherpas
JHOANALYN “JHOAN” MOLINA
Account Manager
“Aside from being my bread and butter,
working at SEO Sherpa has given me the
opportunity to grow as a career person.
Working here is a great privilege and
adventure for me. The best thing I like
about SEO Sherpa is that, you are not just
an employee. You are your boss’ partner.”
JULIE PASCUAL
Account Manager
From Baguio City, Philippines.
“Working at SEO Sherpa makes work life
and personal life balance. We are given
the responsibility to manage our own time
and ensure that all tasks are
accomplished at our own pace but with
no delays. Everyone is so friendly and easy
to talk to.”
JOHN PATRICK “PHAT”
ROSALES
Account Manager
“Working at SEO Sherpa means
everything to me. It is a great
experience. It’s a great company.
There’s a lot of interaction and activity
between the teams and lots of work.
Which is a really good thing.”

Life at SEO Sherpa
Strategy Meet the Sherpas
JOHN DIOMIDOUS
SEO Strategist
“I've worked for many companies all over
the world and it is very rare to be part of
a company that is genuinely considered
the "best of breed" in its industry. To be
able to speak with absolute conﬁdence
to a prospect about levels of service,
expertise, delivery and results and then
actually being able to back this up
throughout the campaign makes
coming into work a pleasure.”
JAMES REYNOLDS
Head Sherpa
“Learn to love what you do and you’ll never
work another day in your life.”

Life at SEO Sherpa
Technical Meet the Sherpas
RALPH BISNAR
Web Development Team Lead
“Working with SEO Sherpa means having
fun for me as my colleagues are fun and
easy to work with making the entire work
less stressful. It also allows me to acquire
more knowledge and experience in SEO
related web development stuff and helps
me in my financial security as well.”
MAPHY MULCHANDANI
Web Developer
“Working in SEO Sherpa helps me improve
myself in programming but also as a
team player. I find challenges that are fun
to work with, especially that I am with a
group of people with great teamwork. I'm
also learning the basics of SEO which is a
bonus for me.”
JESTONIE “JM” MAGSALAY
Web Developer
“Working in SEO Sherpa means one
word to me which is, "opportunity". You
would rarely find a team and leaders
as seriously fun like in SEO Sherpa. It is
an opportunity to grow by sharing
experiences and new ideas. Best team I
got so far, to be honest.”

Life at SEO Sherpa
Technical Meet the Sherpas
JIM MARTIJA
SEO Analyst
Pampanga City, Philippines
“Working at SEO Sherpa means a lot to
me. I’ve learned many things about SEO
and until now I'm still learning. My
teammates are kind and great to work
with. They make the word "teamwork"
meaningful.”
PHILIP “IPE” RODRIGUEZ
SEO Analyst
“Working at SEO Sherpa means working
with very experienced and skillful
individuals that share a common goal.
The goal to provide the best SEO service to
clients. What I like about my colleagues is
that every person is experienced and well
versed in their current job.”
MICHAEL JAMES WITBOOI
Lead Technical SEO
Cape Town, South Africa
"Working at SEO Sherpa means giving
your best on a daily basis. James has
created a positive ethos and an
environment where I feel conﬁdent to
express my ideas and creativity. This
inﬂuence has kept me motivated and I
am looking forward to be of support
and grow with my SEO Sherpa family. "

Life at SEO Sherpa
Meet the Sherpas

Life at SEO Sherpa
Veravo Media t/a SEO Sherpa
Unit G01, Loft Ofﬁce 1
Entrance A, Dubai Media City
Dubai
United Arab Emirates
Telephone:
+971(0)4 443 2286
For career opportunities email
careers@seosherpa.com

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