Our client is a prominent player in the Digital Marketing and Communications sector, specializing in cross-border growth and specialized search engine strategies for the Greater China market.
About the Role
We are seeking a Senior SEO Specialist to lead and execute Baidu SEO initiatives for the China market. In this role, you will be responsible for developing keyword strategies, enhancing on-page and site structure performance, and driving technical SEO improvements. You will leverage data and analytics to boost organic visibility, traffic, and conversion performance. This position suits someone with strong hands-on Baidu SEO experience who is confident working autonomously, partnering with cross-functional teams, and continuously identifying opportunities to improve search performance through proactive optimisation.
Key Responsibilities
- Take full ownership of Baidu SEO execution, ensuring alignment with broader marketing and business objectives.
- Develop keyword strategies using Baidu Index (百度指数), covering both high-volume and long-tail opportunities to support content planning and search visibility.
- Optimise website pages through effective on-page SEO practices, including TDK configuration, content hierarchy, and internal linking improvements.
- Partner with product and engineering teams to implement technical SEO enhancements, such as site architecture, URL optimisation, mobile responsiveness, redirects, and HTTP status management.
- Utilise Baidu Webmaster Tools (百度站长工具) to track indexing status, diagnose crawl issues, identify risks, and ensure overall site health.
- Leverage Baidu Tongji (百度统计) to analyse user behaviour, traffic sources, conversion journeys, and page-level performance, converting insights into actionable SEO improvements.
- Produce regular performance updates and reports summarising key metrics, issues, insights, and optimisation recommendations.
- Monitor Baidu algorithm updates and search engine trends, evaluating their impact and adjusting strategies accordingly.
- Support and guide junior team members or external partners to ensure consistent execution quality across SEO activities.
Requirements
- Experience: Minimum 3 years of experience in SEO, with proven hands-on experience in Baidu SEO / China market SEO.
- Technical Knowledge: Strong understanding of Baidu ranking mechanisms, on-page and off-page strategies, content optimization, and technical SEO.
- Tool Proficiency: Practical experience using 百度指数, 百度站长工具, and 百度统计 for keyword research, issue diagnosis, and data analysis.
- Language Skills: Strong Mandarin (reading & writing) is required, as daily work, communication, and content are mainly in Chinese.
- Mindset: Data-driven mindset, strong logical thinking, and the ability to translate data into actions.
- Management: Good project management skills, able to manage multiple tasks and prioritize effectively.
- Nice to Have: Experience in China-market platforms or tools and experience building SEO processes or playbooks.
