Content SEO Program Manager

Imagine what you could do here! The people here at Apple don’t just create products — they build the kind of wonder that’s revolutionized entire industries. It’s the diversity of those people and their ideas that inspires the innovation that runs through everything we do, from amazing technology to industry-leading environmental efforts. At Apple, inclusion is a shared responsibility, and we work together to foster a culture where everyone belongs and is inspired to do their best work.

Here on the Apple Store Online team, we are responsible for Apple’s largest store. Our main goal is to deliver a magical, personal digital experience where customers can shop, buy and learn everything Apple, wherever they are. Each customer should feel like they are our only customer and our job is to set the bar for the experience they receive. To run such an extraordinary store, it takes extraordinary people, and we are looking for someone to help us do extraordinary things.

As a SEO Program Manager focused on content, you'll shape how millions of people discover Apple across Greater China's most influential search platforms — traditional and AI-powered alike. You'll execute the content optimization strategy across multiple product lines, bringing together data, creativity, and cross-functional influence to ensure Apple's digital presence is as compelling as our products. If you're energized by the intersection of search science, storytelling, and scale, this role is built for you.

We are looking for a SEO Program Manager to execute content optimization strategy for a key product area on Apple's digital ecosystem. You'll run search-led content work day to day — from keyword research and content briefs to on-page and AI search optimization for regional search platforms — collaborating closely with Merchandising, Product Marketing, and Design teams.

• Execute content optimization strategies for assigned product lines, following established SEO frameworks and best practices for Baidu and other China search engines.
• Manage on-page optimization including metadata, content structure, and internal linking for your product categories.
• Conduct Chinese-language keyword research and content gap analyses to identify opportunities and prioritize content development.
• Collaborate with cross-functional teams to ensure content aligns with SEO best practices and supports product launches in the China market.

Minimum Qualifications

• 6+ years of hands-on SEO experience, with a focus on content optimization.
• Direct, hands-on experience optimizing content for Baidu, including familiarity with its ranking signals, indexing/crawling behavior, and webmaster tools.
• Native or fluent Simplified Chinese (reading and writing)
• Has independently managed content optimization for a defined product area or business segment.
• Has conducted Chinese-language keyword research and content gap analyses that directly informed content production or optimization decisions.
• Has monitored and reported on content performance using search analytics tools, translating data into actionable recommendations.

Preferred Qualifications

• Experience optimizing across additional China search platforms (Sogou, 360 Search, Shenma) and in-app discovery surfaces (WeChat, Rednote, Douyin).
• Experience optimizing content for AI-powered search in China (e.g., Baidu ERNIE Bot / Wenxin, Doubao, DeepSeek).
• Experience working on a global brand adapting content strategy for the China market, or across multiple markets, locales, or languages.
• Familiarity with China-specific web requirements such as ICP filing and in-country hosting, and their SEO implications.
• Experience collaborating with content, merchandising, or product marketing teams within a product launch or campaign.
• Proficiency in China SEO / analytics tools such as Baidu Search Resource Platform, and Baidu Index, plus crawling tools like Screaming Frog.