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.
Credits: Patricia Ratulangi Vice President, Global Communications Nielsen
In recent years, food shows featuring Asian chefs and cuisines have seen a surge in popularity, capturing the attention of diverse audiences around the globe. This trend highlights the growing appetite for cultural representation and inclusivity in entertainment. As we celebrate Lunar New Year—a holiday deeply rooted in food traditions—it’s the perfect time to reflect on how Asian representation in food media resonates with viewers and drives mass viewership.
Food shows featuring Asian chefs and cuisines highlight cultural diversity, resonating with audiences and driving viewership, especially during Lunar New Year celebrations.
Food shows stand out as a medium where culture, tradition, and storytelling intersect seamlessly. Programs like Top Chef, which has featured contestants such as Melissa King and Hung Huynh, and The Great American Recipe, where home cooks celebrate diverse culinary heritages, showcase the rich variety of Asian cuisines and the personal narratives behind them. These stories invite viewers to connect with the cultural roots and contemporary adaptations of dishes they may have never experienced before.
2024 Viewing Minutes
Asian
Total U.S.
Top Chef
458.0 million
5.7 billion
The Great American Recipe
9.8 million
84.5 million
Chrissy & Dave Dine Out
9.2 million
61.4 million
Dinner Time Live with David Chang
67.4 million
430.1 million
Source: Nielsen audience measurement: Jan 1 – Nov 30, 2024
Lunar New Year exemplifies the central role food plays in cultural celebration. From dumplings symbolizing wealth to fish representing prosperity, the holiday is a sensory feast steeped in meaning. By spotlighting Asian chefs and their innovative approaches to dishes that represent their heritage, food shows bridge the gap between cultural nuance and modern audiences.
A Tết (Vietnamese Lunar New Year) tray filled with traditional Vietnamese dishes for Lunar New Year, symbolizing happiness and peace.
The success of Asian-centered food programming aligns with broader audience preferences for authenticity. Nielsen data reveals that 63% of viewers are more likely to support brands and content creators that authentically represent diverse communities. For mass audiences, this means a greater willingness to engage with shows that go beyond superficial portrayals and offer genuine insights into Asian culinary arts.
The viewership data highlights the significant appeal of food shows among both Asian audiences and the broader U.S. audience, underscroring the growing đemand for authentic, inclusive food shows that celebrate diverse cultures.
As Lunar New Year festivities fill homes with the aroma of traditional dishes, the increasing visibility of Asian representation in food shows reminds us of the universal power of food to connect people across cultures—one dish, one story at a time.
Navigating one’s cultural identity is confusing, especially in a diverse nation like the United States (US). One minute, you proudly claim that heritage of yours, and two seconds later, you feel as if your identity were the main character of a roast party. That carries on to the parents, who face the challenges of keeping their children connected to their roots amidst the complexities of a multicultural society.
As a Chinese parent, Michele Wong McSween knows this all too well. By the time Michele became a mother, the pressure of teaching her children Mandarin had only grown stronger. That gave birth to “Gordon & Li Li,” a series of books designed to make learning Mandarin and connecting with Chinese culture fun and approachable for kids.
Michele Wong McSween cleverly dilutes the weight of this language in her new upcoming books, Gordon & Li Li: Celebrate Chinese New Year Coloring & Activity Book and All About Me, inspiring families to embrace their heritage, one book at a time.
Throwback New Year
Back in her early Lunar New Year days, Michele would help her mother decorate the house with blossoms, prepare lucky foods, and then gather at her grandparent’s home for a joyful dinner celebration. And what’s Lunar New Year without the iconic Hong Bao (red envelopes) and the sounds of familial peals of laughter? It was these little moments with her family that developed a lifelong passion for Chinese culture and language.
But the mounting pressure of growing up and starting a family soon dawned on her the challenges of instilling that same cultural pride in her children. “As a fourth-generation Chinese American, I didn’t grow up with the gift of language, and I found the books that existed to be intimidating, old-fashioned, and uninspiring,” she says. “How could I expect my children to get excited about learning a language when I wasn’t even inspired to?”
The Birth of Gordon & Li Li
The struggles to find suitable and engaging resources for her kids to learn Mandarin inspired Gordon & Li Li, a children’s book series that takes readers on the journey of two main characters, Gordon and Li Li. Mandarin Chinese is already a tough language, let alone studying it like a daily chore. So, she created her own educational books that blend entertainment and cultural values while adapting to modern technology, making these lessons more engaging and accessible.
The initial concept was to become the “go-to” board book series for families eager to introduce their little ones to Mandarin and Chinese culture. Within three years, I self-published three books, but as my children grew older and their learning needs changed, I knew I had to create something that could grow and engage with them in this next phase. Seeing how much they loved learning on an iPad, I entered the technology world and created and launched the Gordon & Li Li: Learn Animals in Mandarin app on iTunes in 2012.
Recognizing the challenges she faced while teaching her children Mandarin, she came up with the idea for “Gordon & Li Li” – a fun and engaging book series to help children learn Mandarin.
For all the grand visions, there lie the grappling challenges Michele must balance: being both a full-time mother and a founder. Her working hours began when her children went to bed, often ending late into the night, only for her to start the day all over again. Not coincidentally, these burdens are further intensified by her lack of experience in publishing, marketing, or business management.
As a mom of three boys, the hardest part was trying to find the time and energy to spend on G&L while balancing the demands of motherhood. My work day wouldn’t begin until the boys were in bed. I’d clean the house, spend a few hours on G&L, go to bed by 1 a.m. or 2 a.m., then start the day all over again. On top of that, with no training in publishing, marketing, or running a small business, I often felt like I’d take one step forward and 100 steps back.
In those moments, the fleeting thoughts of giving up are already tempting enough. Despite this, her commitment and perseverance led her on a fortress path. Better still, the “heartfelt” feedback she received along the way has proven to be highly worthy and rewarding. After all, trees will bear fruits—and her fruits can help sustain many following generations on the heritage tree.
Sixteen years in, and I’m finally learning to embrace the challenges as opportunities to grow instead of seeing them as failures. I’ve surrounded myself with a supportive network and a strong community, and I’ve become more patient with myself as I learn new skills. I’ve also learned to practice self-care because self-care isn’t selfish—it’s essential!
Michele Wong McSween continues growing this age-old tree of Chinese heritage through her two upcoming books, each offering a unique and engaging way for children to learn Mandarin.
Gordon & Li Li: Celebrate Chinese New Year Coloring & Activity Book and the Impact of Lunar New Year and Family
Michele’s work shows an emphasis on family, which is placed at the forefront in many Asian households. Her upcoming book Celebrate Chinese New Year Coloring & Activity Book is a reflective extension of that value, whereas Lunar New Year has always been traditionally associated with family gatherings. “My favorite childhood memories of Lunar New Year were the source of inspiration for Gordon & Li Li:Celebrate Chinese New Year,” she says. “These core memories have inspired me to continue the traditions with my own children and through my book. I hope that families everywhere can enjoy celebrating Lunar New Year, whether they’re reconnecting with their heritage like me, or learning about it for the first time.”
With the Celebrate Chinese New Year Activity Book, I hope to bring the fun and festive traditions of the Lunar New Year to children through interactive, hands-on activities. I specifically designed it to engage with kids as they grow. From simple coloring and matching activities to more challenging ones like Chinese Character Search, Crosswords, and Find the Differences. This book has something for everyone and helps connect children of all ages to the excitement and significance of the New Year.
Michele’s upcoming book, Celebrate Chinese New Year Coloring & Activity Book, reflects her childhood memories of Lunar New Year and aims to engage children of all ages with interactive activities.
Exploring Body Awareness With Gordon & Li Li: All About Me
Gordon & Li Li: All About Me, on the other hand, tackles something closer and more physical, introducing young readers to parts of the body through Mandarin. Illustrated with playful and colorful artwork, each page opens a world of body parts such as fingers, toes, and shoulders. Basic words like “fingers” (手指, shǒu zhǐ) and “toes” (脚趾, jiǎo zhǐ) are demonstrated in fun and engaging ways with real-life examples to help children apply the words to their everyday activities. For example, “I am counting my ‘shǒu zhǐ’” or “Li Li is dancing ballet on her ‘jiǎo zhǐ.’”
Gordon & Li Li: All About Me introduces young readers to body parts in Mandarin, using playful illustrations and real-life examples to teach words.
This thoughtful approach allows children not only to learn new words but also to develop an early connection to body awareness and confidence. The simple, portable layout makes it perfect for children to carry wherever they go. And that’s not all! As the book comes to the last page, children can also practice singing along to the childhood anthem “Head, Shoulders, Knees, and Toes” in Mandarin, creating a fun and memorable activity for young readers.
Celebrate With Special Giveaways and Events
The journey is long, yet, the fruits are arriving. Landing a deal with Scholastic and building connections with talented individuals within the AAPI community has been inspiring and defining in her growth, professionally and culturally.
What I’m most proud of is seeing the pride in my sons’ faces and the deeper cultural connection we’ve built as a family through this shared experience. It fills my heart with pride knowing that Gordon & Li Li connects us as a family and it inspires me to continue creating something meaningful for my boys—and for families everywhere.
In celebration of her new book’s release, Michele Wong McSween is hosting exciting Lunar New Year events and giveaways! These events are perfect opportunities for families to explore the books in-depth, enjoy a range of interactive activities, and learn more about Chinese culture and language. Stay tuned to AHN or Michele’s social media (mentioned below) for more updates on the giveaway!
Yet, Michele’s vision does not stop there. She shares that another book is already in the works, called Gordon & Li Li: ABC’s in NYC, set to launch in time for AAPI Heritage Month! This exciting new book will introduce children to learning their ABCs while exploring Gordon’s hometown, New York City.
“Hustle is more than just work, it is a movement that can change the world,” Jason Chan, Chief of Staff to AT&T President of the West Region and Director of External Affairs.
Inspired by the hustle, sacrifice, and unwavering determination of his family and the first generation of Asian American immigrants, Jason felt a profound calling to make a difference for his community. This passion led him to a career in government affairs and advocacy, where he focuses on fostering collaboration between government entities, corporations, and organizations to create policies that truly support and uplift the communities they serve.
A Tale of Challenge and Inspiration
“I’ve been inspired by the countless stories of resilience and perseverance within our community,” states Jason. As a member of the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) community, he is driven by a deep sense of responsibility to honor the legacy of those who paved the way before him—laying the groundwork for future generations.
Jason emphasizes that success is rarely a linear journey, and challenges are an inevitable part of the process. One of the most significant obstacles in his career has been navigating roles where AANHPIs are underrepresented, particularly in decision-making positions. This lack of representation has required Jason to work even harder to demonstrate his value, advocate for diversity, and ensure that the AANHPI community receives the recognition it deserves.
What helped Jason overcome these challenges was leaning on a strong network of allies and mentors who believed in his vision and capabilities. He came to see setbacks not as failures but as opportunities for learning, growth, and redefining what’s possible. Jason firmly believes that the key to overcoming hardships lies in surrounding yourself with people who inspire, uplift, and challenge you to reach your fullest potential.
“During my time as Appointments Secretary for then-Mayor Gavin Newsom, it wasn’t always easy to challenge existing systems and push for diverse appointments. But I stayed committed to my belief that representation matters, and over time, those efforts led to tangible changes in the city’s leadership.” Jason exclaims.
The experience further solidified Jason’s conviction in the power of creating spaces for diverse voices and perspectives. It served as a powerful reminder that meaningful change becomes achievable when people unite and collaborate. With this belief at heart, Jason remains dedicated to his mission of uplifting others and dismantling the barriers that hinder progress.
Jason believes that overcoming hardships lies in surrounding yourself with people who inspire, uplift, and challenge you to reach your fullest potential.
From Dreams to Success
Jason has achieved numerous milestones, including being named Chairman of both the Asian Pacific American Institute for Congressional Studies (APAICS) and the California Asian Pacific Islander Legislative Caucus Institute (CAPILCI). These prestigious positions highlight his dedication to advocating for the representation and equity of the AANHPI community. Through these roles, Jason has been able to directly influence policies at both the national and state levels while fostering leadership development for the next generation.
In his current role at AT&T, Jason has demonstrated his commitment to supporting the AANHPI and LGBTQ+ communities through strategic partnerships, building strong relationships with stakeholders, and advocating for initiatives and policies that promote diversity and inclusion. His efforts have resulted in stronger connections, increased visibility for underrepresented groups, and meaningful investments in fostering equity and inclusion. However, Jason’s proudest accomplishment lies in the mentorship and guidance he has provided to emerging leaders, helping to shape the next generation of changemakers.
Jason shares with Asian Hustle Network, “Never underestimate the power of your story and the impact you can make. Our journeys, no matter how humble or challenging, hold immense value. They shape who we are and inspire others to dream bigger and aim higher.”
For Jason, the most rewarding achievement of his journey is witnessing the leaders he has mentored make meaningful contributions to their communities and careers. To him, success is not measured by personal accolades but by the impact one has on others and the legacy of opportunities created for future generations.
Success and the Journey Ahead
Jason’s vision is to create pathways that empower individuals to reach their full potential and, in turn, give back to their communities. He is dedicated to uplifting the Asian community by ensuring policies and decisions reflect our stories, perspectives, and needs. Through his work, he hopes to inspire others to take bold steps toward achieving greater representation and making their voices heard.
Jason affirms, “Let’s continue to hustle—not just for our personal ambitions, but for the collective success of our community. Together, we can create a future where every voice is heard, every dream is supported, and every barrier is broken.”
“Đi bão! Đi bão!” “Việt Nam vô địch, Việt Nam vô địch!” Chanted the brewing crowd filling Vietnam’s streets after the nation won the AFF Cup.
As the world witnessed the triumph of Vietnam’s soccer team, foreigners and tourists coming to Vietnam were captivated by something else, đi bão.
The term đi bão is an Internet term that the Vietnamese people coined to describe a parade-like occasion to express national pride, the latest example being the AFF Cup celebration. Through the victory, the term has risen into international popularity as a cultural phenomenon in Vietnam.
On the surface level, foreigners would witness Vietnamese people flooding the street on their motorcycles, cheering, and raising flags. Yet, in a deeper investigation, the term đi bão defies translation. To a Vietnamese, the definition of the term is as foreign to any expat, yet it invokes a meaning, a feeling, a glorious aspect of Vietnamese culture that anyone on this earth can understand as if it were their mother tongue. Pride.
People flooded the streets at 1 A.M. to celebrate Vietnam winning the AFF Cup (Image Source: Báo Phụ Nữ)
As the Vietnam soccer team won over Thailand in the AFF Cup, everyone knew what was going down. Silence. Then horns blared, motorbike engines revved, and metal clanged as thousands of flags were raised. Was it the spirit of football? Unlikely. What Vietnamese people love the most is a chance to gather and celebrate, cheering for their national flag.
Pots and pans were used during ‘đi bão’ to support the cheering effort (Image source: Lao Động)Thousands of Vietnamese rejoice as the match ends, signifying Vietnam’s triumph (Image Source: Hải Long, Dân Trí)
Đi bão is a one-night chance for the Vietnamese people to parade, to party, and to celebrate a collective victory of the nation. The people dressed in red with a smear of yellow makeup, the color of the Vietnamese flag, as bikers violated every traffic rule imagined. It didn’t matter, as everyone was in a sense of euphoria. Cheeky cardboard signs went up, shirts went off, and occasionally, a person too hyped for the occasion would lead the crowd’s chant.
The people of Hanoi raise their glasses and celebrate (Image source: Mạnh Quân, Dân Trí)A son and dad celebrating Vietnam’s victory (Image source: Nam Anh, Dân Trí)A man in a costume leads the crowd (Image source: VOV)
Đi bão beautifully reflects an element of Vietnam’s culture, the Vietnamese identity. The emotions and the experience transcend beyond any boundaries, borders, and football team. It was the loud sounds filled with excitement and pride that made the term đi bão so understandable and relatable. It was the collective joy that made even foreigners experience what it is like to be a Vietnamese for a night.
Tiến Linh [left], Duy Mạnh [middle], Xuân Son [right] in AFF Cup 2024 (Image source: Mạnh Quân, Dân Trí)
