Search Intent: The Overlooked SEO Metric That Beats Algorithm Updates
Blogs, Development
April 23, 2025
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Before choosing SEO keywords, you’ve likely considered high-volume terms and difficulty metrics. But to weather never-ending algorithm updates, search intent might be your golden ticket. Here’s why:
Customer Intention
The most critical factor in keyword selection—it ensures your content aligns with what customers actually need (not just what they search).
Relevance
A keyword may be popular but irrelevant to your brand. Focus on phrases that mirror your customers’ pain points and your solution.
Existing Ranking
Overlapping words can lead to cannibalization. For every new content, use fresh keyword sets to re-optimize existing assets and further align with customer needs.
“What fuels my passion is the personal stories of each of my clients. They teach me something new every day—whether it’s their high standards, attention to detail, or unique perspectives on the world,” states Grace Pei, founder of JINZA Oriental Couture.
Recognizing the power of handcrafted wedding dresses to connect people with their cultural heritage and express their unique stories, Grace is on a mission to highlight the beauty and sophistication of Chinese culture through JINZA Oriental Couture.
The First Threads
Initially, JINZA Oriental Couture specialized in Western wedding dresses and custom evening gowns at Jinza Couture Bridal. But one fateful day, Grace was approached by a third-generation Asian American bride who wanted a custom Qipao for her wedding reception.
Grace recalls, ‘This request sparked my journey into researching the Qipao and uncovering what had been lost over the years. Through this process, I discovered that my grandmothers used to wear tailored Qipaos in their time, and I began exploring my family roots.’
This reflective journey ignited a new passion in Grace: creating hand-embroidered designs that reflect her client’s unique family histories, cultural heritage, and personal stories.
With a decade of expertise in bespoke fashion, JINZA Oriental Couture now specializes in handcrafted Chinese wedding dresses, Qipaos/Cheongsams, and Tang suits – all designed and made locally in Los Angeles for weddings and cultural celebrations.
Qipao Wedding Dress at Modern Tea Ceremony (Image source: JINZA Oriental Couture)
Unraveling Tangles
Asian fashion has evolved dramatically over the years, with many traditional elements fading from modern designs. As a result, much of this cultural heritage has been lost or overlooked.
“One of the biggest challenges I’ve faced in my business journey is overcoming the misconception that Qipao and Cheongsam should be inexpensive or easily replaceable. Many people ask, “Why should I invest in something I can buy on Amazon or Etsy for $200?” Grace explains.
As the gap between mainstream fashion and Asian fashion narrows, Grace points out that these traditional dresses have become occasional pieces—costumes for special events rather than meaningful, handcrafted works of art.
To address this, Grace focuses on educating her clients about the value of bespoke fashion: the intricate embroidery, high-quality fabrics, and cultural heritage woven into every piece.
“At Jinza Oriental Couture, we see our mission as both an artistic pursuit and a learning journey alongside our clients. Every client brings a unique story, and we don’t aim to replicate what was done centuries ago but instead incorporate meaningful elements that speak to their identity today.”
Artisan hand stitching embroidery (Image source: JINZA Oriental Couture)
Threads of Resilience
“As a mother of two and a first-generation immigrant, I am most proud of the resilience I’ve shown throughout my journey,” Grace exclaims.
Whether overcoming depression or battling an avoidant mindset, Grace’s resilience has transformed JINZA Oriental Couture into more than a fashion brand, but a place for preserving culture and identity.
Grace’s resilience wasn’t built overnight but grew through her passion for helping her community. By preserving cultural heritage through bespoke fashion, she tirelessly designs intricate dresses that tell the unique stories of her clients’ identities.
Grace happily recalls, “Hearing their stories, especially when they share old family albums of grandmothers wearing Qipao, often brings tears to my eyes. The hand stitches, still vibrant and beautiful after 100 years, remind me that clothing can carry a story all on its own.”
From custom Qipaos and Cheongsams to Chinese wedding dresses, each piece reflects the personal histories of her clients. Grace’s vision for JINZA Oriental Couture extends beyond fashion—it’s about supporting female leaders, uplifting the Asian community, and ensuring these cultural treasures are passed down to future generations.
When asked which Asian or Asian American—real or fictional—she’d invite to wear one of her dresses, Grace responds, “Lisa Ling (a previous client) and Ronny Chieng are both role models for me due to their commitment to telling powerful stories, standing up for their communities, and offering true support. Phillip Lim is also a successful example of an Asian American designer who has carved out his own voice in the fashion world, and his influence and individuality would be a perfect match for the ethos of Jinza Oriental Couture.”
A piece from JINZA Oriental Couture (Image source: JINZA Oriental Couture)
Lessons in Resilience and Unity
The two most important lessons Grace has learned from her entrepreneurial journey with JINZA Oriental Couture are authenticity and community.
“My advice to Asian creatives, founders, and entrepreneurs is to always be authentic. There were times when I wanted to take shortcuts or find quicker ways to get things done, but I learned that staying true to who you are and doing the right things, even if they take longer, is what truly matters. Another important piece of advice is to belong to a community you truly believe in. It will make things a lot easier, even when things don’t go as expected. When we, as a community, stay true to our values and support each other, we can create a stronger and more united future,” Grace affirms.
When asked about her future plans, Grace excitedly shares that she’s honing her storytelling skills to speak more boldly about heritage, culture, and community. She’s also open to collaborations, partnerships, and creating more content to amplify her mission.
Grace concludes, “Together, we are stronger, and by working together, we can have a greater impact. I look forward to the possibilities that lie ahead and the opportunities to connect with like-minded individuals and organizations.”
After transitioning from her career as a teacher to an animation artist and illustrator, the talented Eunice Chen once again decided to test her abilities by creating an animated short film project called Táng (糖).
“人算不如天算” — in Chinese belief, every encounter is predestined and our current state is the fruit of past karma. One life ago, we were somehow, unknowingly, cultivating our karmic connections, which ultimately led to this present life’s encounters or coincidences.
Táng is a movie about one of those by-chance encounters as well that integrates the art of 糖画 (tánghuà). Through the lens of tánghuà – a traditional Chinese sugar-painting art, this unexpected relationship arrives and flourishes into a confounding yet paramount work of fatherhood, family, and fate.
THE INSPIRATION BEHIND TÁNG
Growing up between the U.S. and Taiwan, Eunice developed deep-rooted cultural memories that shaped her appreciation for her heritage. In this new venture, she continues exploring culture—this time, through nostalgia.
Where should we begin? Back to her childhood in Taiwan, like every other child, Eunice loved going out and visiting open-air markets. Bustling lines of food vendors, jittery echoes of chatters, and also a rare occasion when one can play games without their parents’ side eyes, open markets are the idols of many young children in Taiwan. It is also where she was introduced to the art of sugar-painting.
Reflecting on this memory, Eunice shares:
Yes, the idea of this story first came from my childhood memories of visiting open-air markets and night markets in Taiwan. Whenever I visited those markets, I would always make sure to visit the candy stalls, where master candy makers sculpted these lollipops that were amazing pieces of art and also very tasty confections. And I’ve always had a giant sweet tooth, so I started my film out of a place of joy.
The short film centers around the meaningful connection between a sugar-painting street vendor (left) and a student.
A REFRESHING TAKE ON FATHERHOOD AND FAMILY
In Chinese families, “血浓于水” (Blood is thicker than water) has long been a staple for centuries—that family is of utmost importance, and the bloodbound places more value than strangers. It is only natural that the concept of a “chosen family” may irk some, who put a sense of filial piety and duty in high regard.
Of course, it feels almost peculiar for Eunice Chen – the eldest child, who has switched careers, from landing a “safe” job at teaching to taking a more off-the-beaten-path direction towards doll-making and now…animation artist and now…film director!! So expect the unexpected layers and nuances Eunice has painted Táng. Táng is more than just a love letter to Taiwanese night markets. It’s one that Eunice picks up the lack of positive portrayals of father-and-son relationships in the Asian community.
“When someone makes art or a film, sometimes they are painting a world they wish they had or would like to see in the future. I wish I had seen more strong bonds between Asian fathers and sons as I grew up,” Eunice shares.
While Táng’s messaging can cover this complex matter only to a certain extent; here, Eunice is after something more personal for many Asians: “a healing balm” for those with similar experiences. However, Eunice adds that she’s been seeing a lot of change in parenting recently. She says, “I am super proud of how intentional and hands-on Asian fathers from my generation (and beyond) have been with their children!”
Now, Eunice is bringing Táng to life, but she needs our support.
A scene involving the art of sugar-painting.
JOIN THE JOURNEY: SUPPORT TÁNG
The idea for Táng came to Eunice during a storyboarding class, when asked to create quick story concepts. Táng was one of the ideas she came up with, leading her to develop a script—her first ever. While world-building and character design might be her forte, the real challenge followed: securing funding. Facing multiple rejections, it took one “yes” from what she thought would be her final meeting to reignite her determination.
The initial funding allowed her to assemble a small but passionate team, who have since created the film’s first three minutes. Now, they need additional support to complete the project, leading to the launch of their Kickstarter campaign.
But independent films—especially ones that bring forward Asian heritage and underrepresented narratives—need tremendous community support.
Supporting the Táng crowdfunding campaign is a step forward to preserving a piece of cultural heritage while amplifying nuanced Asian fatherhood stories, and ensuring that art like this can continue to thrive.
“Keep working on your art and portfolio. Get to know people already working in the industry and learn from them. And make art that comes from the heart and makes you happy. It’s going to be very difficult, especially given the current state of things in the animation industry as a whole, but if this is truly what you want, then don’t give up!”
Love, Bonito and Asian American Girl Club have joined forces to launch the TrailBlazer Collaboration—a tribute to Asian American women breaking barriers, redefining leadership, and inspiring future generations. This campaign celebrates five extraordinary women, each donning a unique limited-edition Love, Bonito x Asian American Girl Club blazer that serves as a true reflection of their confidence, resilience, and identity.
Meet the Trailblazers:
Ally Maki – Actress, Advocate, and Founder of Asian American Girl Club, Ally embodies power and purpose in the RuchedReady® Rachel Blazer—made for the woman who rolls up her sleeves and gets things done
Sherry Cola – Comedian, Actress, and Storyteller, Sherry embodies authenticity in the Alya Boxy Crop Blazer, a reflection of her bold humor and vibrant energy.
Amanda Nguyen – Astronaut and Founder of Rise, Amanda exudes resilience and advocacy in the RuchedReady® Lapelles Soft Blazer, a symbol of strength and justice.
Michelle Kwan – Olympic Figure Skater and Diplomat, Michelle showcases her grace and determination in the RuchedReady® Classic Regular Fit Blazer, a nod to her unwavering spirit both on and off the ice.
Paravi – Popstar and Actress, Paravi brings her dreamy vibes and fearless creativity to the RuchedReady® Aera Slim Blazer—because bold artistry deserves a bold fit.
The Trailblazers (from left to right): Michelle Kwan, Ally Maki, Sherry Cola, Amanda Nguyen, Paravi
A Mission-Driven Collaboration
“At Love, Bonito, we share a common mission with Asian American Girl Club—to champion and uplift Asian American women in spaces where they have long been underrepresented,” said Dione Song, CEO of Love, Bonito. “This Trailblazers collaboration is a tribute to the trailblazers shaping industries, breaking barriers, and inspiring communities worldwide.”
A Pin with Purpose
Every detail in this collection carries a deeper meaning. Each blazer from the collaboration comes with a custom pin set representing a trailblazer’s journey:
The Phoenix – A symbol of resilience and rebirth, reminding women of their power to rise after every challenge.
The Sakura – Representing renewal and growth, celebrating transformation and new beginnings.
The Ginkgo – A timeless emblem of endurance and strength, honoring those who stand firm in adversity.
Now More Than Ever
“Asian American women have always driven powerful change, though our stories have often gone untold,” said Ally Maki, Founder of Asian American Girl Club. “Through Trailblazers, we’re affirming that our impact and leadership across all industries has always been—and will continue to be—undeniable.”
Love, Bonito is the leading female-founded fashion brand in Southeast Asia, dedicated to empowering women through thoughtful, versatile designs. With a deep understanding of the modern woman’s needs, Love, Bonito creates timeless and functional pieces that blend style with confidence. More than just a fashion brand, Love, Bonito is committed to fostering a strong, supportive community—championing women in every stage of their journey through representation, storytelling, and purpose-driven initiatives.
About Asian American Girl Club:
Asian American Girl Club (AAGC) is a cultural force and community-driven brand dedicated to amplifying the voices and experiences of Asian and Asian American women. Founded by actress Ally Maki, AAGC creates space for connection and representation through fashion, media, and storytelling. With a mission to break stereotypes and celebrate identity, AAGC is more than a brand—it’s a movement empowering the next generation to be seen, heard, and unapologetically themselves.
While Trump claims tariffs will significantly impact the countries they target, experts argue that consumers and businesses will bear the brunt of the consequences.
Research by The Budget Lab at Yale University estimates that price levels may rise to 2% this year, equivalent to $3,000 per average household. Another report from D.C. stated that the new tariffs on China affect about 14% of U.S. imports and may raise costs to $25 billion annually. As the tariff war escalates, everyday consumers will face even higher prices.
Asian American communities and businesses are particularly vulnerable. In New York’s Chinatown, 28% of residents already live below the poverty line. With many companies relying on imports from Asia, owners are uncertain about their survival.
Mott Street in Manhattan’s Chinatown (Image source: NBC News)
“Here in Chinatown, especially, we have many elderly residents on fixed incomes,” says Edward Lau, owner of a traditional medicine shop in San Francisco’s Chinatown. With 90% of his stock sourced from Hong Kong and China, he worries, “If it gets very expensive, their spending power will be lower. Chinese immigrants will ultimately be harmed the most.”
Taylor Chow, owner of American Tai Wah Trading Corp, adds, “The Chinese community in Chinatown has been hit hard most because we consume a lot of imported ingredients. A lot of products only come from China. Even if manufacturers try to move their production line to Vietnam, to Malaysia, to Singapore, it’s not that easy.”
Supply chain disruptions and rising costs are straining small Asian American businesses. Since the community depends on these shops for cultural goods, they, too, will feel the pressure.
Mei Lum, owner of Lum’s Store, the longest-operating business in Manhattan’s Chinatown, explains, “Our working-class community here in Chinatown is definitely, in these circumstances, always being hit the hardest. And a lot of them have told me that their solution to mitigating these circumstances has been to eat those costs and only raise those prices by a smidgen, just to make sure they’re affordable for the people that frequent their establishments. How long can they sustain that?”
Mandy Lau helping a customer pick ginseng (Image Source: The Chronicle)
The erosion of these businesses could lead to cultural loss, impacting food, traditions, and ceremonial products. Lucas Li, whose family runs Lion Trading in San Francisco, specializing in feng shui and spiritual supplies, says, “When they get expensive, it makes it harder for Chinese people, for their families to maintain those traditions and do it at the proper steps. When customers shop at local businesses and small businesses, they’re not just buying a product, they’re basically investing in the community, supporting families, and protecting our traditions.”
Large online retailers like Shein, Temu, and AliExpress are also affected. While it is unclear how much product prices will rise on these e-commerce platforms, experts predict delivery delays and price hikes due to tariffs. Youssef Squali, an analyst at Truist Financial, notes, “The vast majority of these orders are valued less than $800, which means all or virtually all of them are going to get caught in that.”
Ultimately, Asian Americans may feel the greatest impact. As Linda Chao, a resident of Oceanview, states, “When there are tariffs, it won’t fall on China, it’ll fall on us. It can’t be helped. I also don’t have time to go and protest. I feel there’s nothing we can do.”
