Job Title: Senior SEO Manager
Location: Shanghai, hybrid working model
About Springer Nature
Springer Nature is one of the leading publishers of research in the world. We publish the largest number of journals and books and are a pioneer in open research. Through our leading brands, trusted for more than 180 years, we provide technology-enabled products, platforms and services that help researchers to uncover new ideas and share their discoveries, health professionals to stay at the forefront of medical science, and educators to advance learning. We are proud to be part of progress, working together with the communities we serve to share knowledge and bring greater understanding to the world. For more information, please visit about.springernature.com and @SpringerNature.
About the Role
The Senior SEO Manager will lead the development and execution of our Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO) activities for the Chinese market. A key focus will be ScholarLink, our platform for making Springer Nature content accessible and discoverable through Chinese search engines, AI-powered discovery services and other relevant local platforms.
The role combines strategy with hands-on implementation and will work closely with Product Management, UX, engineering teams and external specialists in China.
Role Responsibilities
•Own and execute the SEO and GEO strategy and roadmap for China, setting clear priorities aligned with business objectives, user needs and the wider product strategy.
•Improve the crawling, indexation, discoverability and measurable search performance of ScholarLink across Baidu and other relevant Chinese search and AI platforms.
•Conduct market research and monitor developments in Chinese search engines, AI platforms, technology, regulation, competitor activity and researcher behaviour to identify opportunities and inform strategic decisions.
•Translate local market, user and platform requirements into actionable recommendations that inform product and UX design, development priorities and delivery plans.
•Conduct technical SEO analysis covering site architecture, rendering, metadata, structured data, internal linking, sitemaps and performance, working closely with Software Engineering on relevant systems and integrations.
•Design and continuously improve scalable processes and systems for SEO implementation, quality assurance, monitoring and cross-functional collaboration.
•Establish KPIs, reporting and dashboards for search visibility, crawling, traffic, referrals and AI-platform presence, using insights to prioritise actions and drive measurable results.
•Collaborate with Product, UX, Engineering and the global SEO team to embed discoverability requirements throughout the product development and delivery lifecycle and share China-specific insights across the organisation.
•Manage specialist vendors, ensure effective delivery and gradually transfer relevant operational knowledge and capabilities in-house.
Experience, Skills & Qualifications
•Typically five or more years of professional SEO experience, or equivalent demonstrable experience, including substantial hands-on work in technical SEO for large or complex digital platforms
•In-depth knowledge of Baidu and the wider Chinese search ecosystem
•An understanding of generative AI search, large language model discovery and GEO
•Experience translating data and technical analysis into prioritised recommendations for Product and engineering teams
•A data-driven mindset and experience with SEO monitoring, analytics and reporting tools
•The ability to work effectively across Product, UX, engineering and external partners
•Highly proficient Mandarin and strong professional English
