Daniel Cheung | Search, Semantics and AI Discovery

Profile

Daniel Cheung is a Chinese-Australian digital marketer whose background spans entrepreneurship, agency leadership, and enterprise SEO. That mix has shaped a practical approach to search: one grounded in communication, systems thinking, and an understanding of how work gets implemented inside organisations.

Experience

Adobe
Apr 2023 – Present
Senior SEO Manager, Adobe Inc.
Daniel leads international SEO strategy across Asia-Pacific and Japan within a large, multi-market environment. His work spans international SEO, content and blog strategy, technical implementation, and cross-functional alignment across regional and global stakeholders.
- Led a major localisation and geo-consolidation initiative to address inherited international SEO issues across priority markets.
- Reduced duplicate-page issues by 29% across retained geographies while preserving traffic during consolidation.
- Initiated a blog optimisation program covering 130+ articles to address declining keyword visibility and improve non-brand search performance.
- Early optimisation results delivered +7% clicks, +36% impressions, and a 22-position ranking improvement on a priority article.
- Supported the migration and launch of 1,300 blog URLs across Australia and the UK, driving strong early growth in local-market impressions.
- Received the Adobe.com All Hands Global Mindset Award for initiative and ownership.
Optus
Apr 2022 – Mar 2023
SEO Manager, Optus
At Optus, Daniel developed and implemented enterprise SEO strategies to improve content discoverability while aligning with organisational goals, governance, and compliance requirements.
- Delivered SEO strategies designed for a complex in-house environment with multiple business and stakeholder considerations.
- Achieved first-page rankings for 14 product detail pages in a competitive niche using structured data, schema markup, and user-focused content strategy.
- Built experience operating within enterprise constraints, where discoverability depends on both execution quality and organisational alignment.
Prosperity Media
Dec 2018 – Apr 2022
SEO and Content Junior → Team Leader, Prosperity Media
Daniel joined Prosperity Media in December 2018 as an SEO and content junior and progressed to Team Leader by 2022. In that role, he mentored a team of nine, built onboarding resources for new hires, and helped win and retain enterprise clients.

Earlier career

Before moving fully into in-house enterprise roles, Daniel built his career through entrepreneurship, agency experience, and hands-on digital marketing work.

From 2010 to 2019, he operated a wedding photography business serving clients across Sydney. During that time, he developed practical strengths in storytelling, client communication, and digital marketing.

Current interests

Daniel's current interests go beyond SEO as a standalone channel. He is especially interested in the semantic, structural, and organisational foundations that make discoverability possible in modern search, including what is required for effective and scalable AEO.

His enterprise experience has also shaped a practical view: much of this work is not purely technical. A large share of the challenge is change management — aligning teams, priorities, language, and processes so good ideas can actually be implemented.

SEO and AEO
Semantic strategy
Structured data and schema markup
Entity-based search
AI discovery
Enterprise change management

Public Work

Daniel also shares ideas publicly through articles, podcasts, interviews, video appearances, and his own channels, with a recurring focus on search strategy, structured data, semantic SEO, and the organisational realities of enterprise work.

Daniel Cheung is a digital marketer with a special interest in search, semantics and AI discovery.

Profile

Experience

Adobe

Optus

Prosperity Media

Earlier career

Current interests

Public Work