Digital Marketer

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

He is especially interested in the semantic layer and change management needed to make AI-era search work effectively at scale.

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.

Daniel Cheung

Experience

  1. ContentGrapher

    Apr 2026 – Present

    Founder, ContentGrapher

    Daniel founded and built ContentGrapher, a structural completeness analysis tool that maps the concepts in any piece of content, constructs the ideal explanation framework for that topic and audience, and surfaces the gap as actionable writing guidance — anchored to the subject matter, not benchmarked against competing pages.

    • Decoy Study (40 pages, 320 questions): filling ContentGrapher's flagged gaps beat filling random structural additions by 11 percentage points on pages with 5+ gaps — confirming the gap detection finds real holes.
    • Agreement Study (8 models, 49 pages): boundary-classification consistency of 87–94% per concept; rate varies by a factor of eight across models but does not follow the open-source/closed divide.
    • Findability Study (30 pages, 166 questions, 3 AI reading systems): acting on ContentGrapher's boundary recommendations produced 84% AI findability versus 4% without — a gap that held on 164 of 166 head-to-head questions.

  2. 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.

  3. 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.

  4. 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.

  1. Stop optimizing. Start orchestrating. That's SEO now.Search Engine Land
  2. SEO's future isn't content. It's governanceSearch Engine Land
  3. Stop Reporting Traffic and Activity. Start Reporting ProgressSearch Engine Land
  4. What An Enterprise Client Wants From Their SEO AgencySearch Engine Journal
  5. The One Thing SEO Agencies Need To Know About Winning Enterprise ClientsSearch Engine Journal
  6. Schema Markup 101: Boost Your SEO & Improve SearchBacklinko
  7. Advanced Structured Data TipsEdge Of The Web
  8. Schema MarkupSEO Unplugged
  9. Semantic SEO & SchemaSEO Podcast by Olga Zarr
  10. Building An SEO Personal BrandSEO Video Show
  11. What Has Empathy Got To Do With Technical SEO?Search With Candour Podcast