LAKA SEO Strategy Guide

OBSERVE
→ MODEL
→ GENERATE
→ FILTER
→ BUILD
→ CONNECT
→ PROMOTE
→ MEASURE
→ LEARN
→ ESCALATE OR STOP

INCREMENTAL ORGANIC CONTRIBUTION MARGIN
=
incremental qualified organic conversions
× average contribution margin
− attributable SEO operating cost

WHO receives value?
WHAT outcome matters?
WHICH offer converts that value?
WHAT counts as qualified?
WHAT is one conversion worth in contribution margin?
WHAT capacity limits growth?
WHAT outcomes must not worsen?

Business:
Offer:
Audience:
Geography:
Average contribution margin:
Qualified conversion event:
Capacity per month:
Primary constraint:
Primary guardrail:

IF value_event is undefined
THEN do not use traffic as the north-star metric.

IF contribution_margin is unknown
THEN use a provisional value band
AND mark all ROI outputs as forecasts.

IF fulfillment_capacity is constrained
THEN prioritize query clusters with higher lead quality
OR higher margin
rather than maximum traffic.

IF several offers serve different audiences
THEN create separate value models
ELSE aggregate reporting will hide quality differences.

QUERY
→ IMPRESSION
→ CLICK
→ LANDING PAGE
→ TASK EVENT
→ NEXT ACTION
→ QUALIFIED LEAD
→ SALE
→ MARGIN

DISCOVERY
→ CRAWL
→ RENDER
→ CANONICAL SELECTION
→ INDEX
→ RETRIEVAL
→ SEARCH APPEARANCE

IF priority_pages cannot be measured
OR conversion events cannot be trusted
THEN measurement repair outranks content production.

role
industry
organization size
experience
problem awareness
solution awareness
urgency
budget
risk tolerance
geography
language
device/context
accessibility needs

LEARN
DEFINE
DISCOVER
DIAGNOSE
COMPARE
CALCULATE
LOCATE
VERIFY
PLAN
IMPLEMENT
TROUBLESHOOT
BUY
USE
MAINTAIN
RENEW
REFER

UNAWARE
PROBLEM_AWARE
SOLUTION_AWARE
OPTION_EVALUATION
DECISION
IMPLEMENTATION
USE
RETENTION
ADVOCACY

IF a query cannot be associated with a plausible audience and task
THEN classify it as uncertain
AND do not publish from it yet.

PARENT CONCEPTS
SUBTYPES
SYNONYMS / PARAPHRASES
ENTITIES
ATTRIBUTES
ATTRIBUTE VALUES
PROCESSES
PREREQUISITES
PROBLEMS
CAUSES
CONSEQUENCES
SOLUTIONS
ALTERNATIVES
COMPARISONS
OBJECTIONS
RISKS
LOCATIONS
TIME STATES
EVIDENCE TYPES
QUESTIONS

"web design Calgary"
"Calgary website designer"

"web design Calgary"
"how much does web design cost in Calgary"

SAME PAGE
IF:
    same sense
    AND same dominant task
    AND same answer structure
    AND same expected result class
    AND compatible next action

SPLIT
IF:
    different task
    OR different decision stage
    OR different local/product eligibility
    OR different format is necessary
    OR the combined answer would become confusing

OPPORTUNITY SCORE
=
(
  demand evidence
  × business fit
  × task-value fit
  × information advantage
  × conversion value
  × attainability
  × confidence
  × reuse potential
)
÷
(
  effort
  × risk
  × maintenance burden
  × time to learning
)

IF existing_asset_has_signal
THEN prefer improve/merge/reposition
BEFORE creating a new asset,
unless intent ownership is fundamentally wrong.

P0 — eligibility or measurement failure blocking value
P1 — existing high-value opportunity with low/moderate effort
P2 — core commercial or decision cluster
P3 — supporting informational or authority asset
P4 — experimental or speculative demand
P5 — reject, defer, or monitor

firsthand experience
OR proprietary data
OR original test
OR better synthesis
OR better visualization
OR better interaction
OR more current verified information
OR stronger local evidence
OR clearer decision support
OR useful tool/template
OR accessibility advantage
OR faster task completion

IF the proposed page merely restates common information
AND has no meaningful experience, evidence, utility, or synthesis advantage
THEN redesign the asset
OR reject it.

Cluster ID
Audience
Task
Intent
Journey state
Canonical URL
Page type
Expected result formats
Direct answer
Required entities and relations
Required attributes
Evidence plan
Media plan
Internal links in
Internal links out
Next action
Primary metric
Guardrails
Refresh trigger
Owner

IF title accurately represents the task
AND distinguishes the result
AND creates a truthful reason to click
THEN test it against current CTR expectations.

IF title change improves clicks
BUT lowers qualified conversion rate materially
THEN revert or refine.

IF page has impressions but poor rank
THEN diagnose intent, format, information advantage, authority, and internal graph
BEFORE repeating keywords.

IF page ranks but does not convert
THEN inspect audience quality, answer-to-offer continuity, and next action.

IF page converts but lacks impressions
THEN prioritize discoverability, internal links, authority, and search appearance.

IF an adjacent task has independent demand
AND can provide a complete useful answer
AND supports a valuable canonical asset
THEN create supporting_asset
AND link contextually toward the relevant core asset.

ELSE include the answer as a section
OR do not create it.

IF page_is_priority
AND no crawlable internal link exists
THEN add at least one contextually useful link
OR remove the page from the priority set.

LINKABLE_REASON
+ RELEVANT_PROSPECT
+ EVIDENCE_ASSET
+ RELATIONSHIP / OUTREACH
+ PLACEMENT
+ RETENTION
+ BUSINESS IMPACT

IF a page is purely commercial
AND difficult to cite
THEN create a genuinely useful evidence asset
OR supporting resource
that can earn attention without disguising its purpose.

IF a prospect is irrelevant
OR placement is paid/sponsored without appropriate treatment
OR outreach claim is misleading
THEN reject the opportunity.

IF acquired link disappears
THEN classify cause
AND recover only when the relationship and value remain valid.

1. Accessibility to users and crawlers
2. Correct status and destination
3. Rendered main content
4. Canonical ownership
5. Index eligibility
6. Internal discovery
7. Duplicate/facet control
8. Sitemap freshness
9. Mobile and real-user performance
10. Structured data eligibility
11. International/local correctness

IF URL should appear in Search
THEN it must be accessible
AND return an appropriate successful response
AND expose indexable content
AND not carry conflicting exclusion signals.

IF page must disappear for users and search
THEN use removal or redirect logic appropriate to the business case,
not robots.txt alone.

IF duplicate URLs must remain accessible
THEN use coherent canonical signals
AND consistent internal links
AND sitemap preference.

IF content is generated by JavaScript
THEN validate rendered content and crawlable links.

IF structured data type is not relevant to visible page content
THEN do not add it.

IF Core Web Vitals are poor
THEN prioritize fixes by real-user exposure and business impact
rather than chasing a perfect laboratory score.

UNAWARE → understand problem
PROBLEM_AWARE → explore solution class
SOLUTION_AWARE → compare approaches
OPTION_EVALUATION → inspect proof, scope, cost
DECISION → transact or contact
USE → implement successfully
RETENTION → renew, expand, repeat
ADVOCACY → review, refer, cite

NEXT_ACTION must be:
logically adjacent
AND proportionate to trust
AND useful without coercion
AND measurable

guide → related guide OR diagnostic
comparison → calculator OR assessment
calculator → saved result OR consultation
service page → qualification form
customer guide → support action OR upgrade
case study → relevant service page

BASELINE:
observe and diagnose

MINOR:
change presentation or a single local variable

MAJOR:
change the asset’s answer, evidence, or format

STRUCTURAL:
change cluster ownership, templates, graph, or data flow

PARADIGM:
change the solution class or create a new information product

IF baseline data is unreliable
THEN do not escalate; repair measurement.

IF a minor test fails
AND diagnosis indicates a content/format problem
THEN move to Major.

IF several pages share the same failure
THEN move to Structural.

IF competitors all solve the wrong problem
OR no existing result class can complete the task
THEN consider Paradigm.

IF expected incremental value < expected cost
THEN stop, defer, or monitor.

40% existing-page and conversion improvements
25% core commercial/decision assets
15% supporting authority assets
10% technical/structural work
10% paradigm experiments

NO IMPRESSIONS?
    → discovery / crawl / index / demand / cluster mismatch

IMPRESSIONS BUT LOW VISIBILITY?
    → intent / format / information value / internal graph / authority

VISIBILITY BUT LOW CTR?
    → title / snippet / result type / brand / mismatch / SERP crowding

CLICKS BUT LOW TASK COMPLETION?
    → weak answer / poor format / slow or confusing experience / wrong query

TASK COMPLETION BUT LOW NEXT ACTION?
    → journey discontinuity / weak offer / wrong CTA / trust gap

LEADS BUT LOW QUALIFICATION?
    → wrong audience / misleading promise / broad intent / form design

SALES BUT LOW MARGIN OR RETENTION?
    → offer economics / fulfillment / customer fit / expectation mismatch

METRICS IMPROVE BUT BUSINESS DOES NOT?
    → proxy optimization; redefine the primary outcome

Who is the user?
What are they trying to do?
Why now?
What observed demand supports it?
Which queries represent the task?
Which single asset owns the intent?
What form best completes the task?
What makes the asset meaningfully better?
How will users and crawlers find it?
What independent evidence supports it?
What is the next logical action?
What event creates business value?
How will success and failure be distinguished?
What is the LAKA escalation path?