The grammar

Primitive object classes

The nouns the language is allowed to use. Typed objects and typed relations, rather than a flat bag of keywords.

Business objects

The business objects of the SEO grammar and their required properties
Primitive	Meaning	Required properties
`BUSINESS`	Organization receiving value	model, geography, capacity
`GOAL`	Desired business state	metric, baseline, target, horizon
`OFFER`	Exchange presented to a user	audience, price/value, margin
`VALUE_EVENT`	Event that produces measurable value	event name, value, qualification rule
`CONSTRAINT`	Limit on valid strategies	budget, policy, capacity, risk
`RESOURCE`	Asset available to execute	people, data, technology, time

Audience objects

The audience objects of the SEO grammar and their required properties
Primitive	Meaning	Required properties
`AUDIENCE`	A meaningful user segment	need, language, geography
`PERSONA`	Operational representation of a segment	context, goal, barriers
`JOURNEY_STATE`	Relationship state with the business	awareness, evaluation, decision, use, retention
`PROBLEM`	Undesired state	severity, urgency, frequency
`DESIRE`	Desired state	value, urgency, evidence of demand
`TASK`	What the user is trying to accomplish	verb, object, completion condition
`INTENT`	Why the task is being performed now	informational, comparative, transactional, navigational, local, support

Semantic objects

The semantic objects of the SEO grammar and their required properties
Primitive	Meaning	Example
`CONCEPT`	General idea or class	web design
`ENTITY`	Distinct named thing	Calgary, WordPress, Google
`PARENT`	Broader concept	digital marketing
`SUBTYPE`	Narrower type	ecommerce web design
`SYNONYM`	Near-equivalent expression	website designer / web designer
`VARIANT`	Morphological or orthographic form	website / web site
`ATTRIBUTE`	Descriptive dimension	price, speed, accessibility
`VALUE`	Attribute state	under $5,000, fast, WCAG conformant
`RELATION`	Typed connection	service LOCATED-IN Calgary
`QUESTION`	Explicit information gap	how much does a website cost?
`QUERY`	Observed search expression	Calgary web design prices
`QUERY_CLUSTER`	Queries sharing one dominant task	cost-intent cluster
`EXCLUSION`	Wrong sense, audience, or task	jobs, salary, course

Document objects

The document objects of the SEO grammar and their required properties
Primitive	Meaning
`ASSET`	Any retrievable content or tool
`CANONICAL_ASSET`	Intended primary destination for an intent cluster
`SUPPORTING_ASSET`	Asset answering an adjacent task and supporting a canonical asset
`PAGE_TYPE`	Service, product, category, guide, comparison, calculator, template, location, case study, glossary, FAQ
`FORMAT`	Text, table, video, image, tool, dataset, map, interactive, downloadable
`EVIDENCE`	Firsthand experience, data, test, citation, case study, demonstration
`NEXT_ACTION`	Logical transition after the task is served
`SEARCH_APPEARANCE`	Web result, image, video, local result, product result, rich result, generative citation

Graph objects

The graph objects of the SEO grammar and their required properties
Primitive	Meaning
`NODE`	A page, entity, cluster, or asset in a graph
`EDGE`	A typed connection between nodes
`INTERNAL_LINK`	Crawlable relationship between owned pages
`EXTERNAL_LINK`	Citation or navigation to another site
`BACKLINK`	External edge pointing to an owned asset
`HUB`	Page that organizes a coherent topic or task family
`PATH`	Ordered sequence from entry to task completion or conversion
`ORPHAN`	Important page without a useful internal path
`CANONICAL_SET`	Duplicate or near-duplicate URLs represented by one preferred URL

Retrieval states

DISCOVERED
FETCHED
RENDERED
CANONICALIZED
INDEXED
RETRIEVED
DISPLAYED
VISITED
COMPLETED
CONVERTED

Relation vocabulary

Use typed relations rather than a flat bag of keywords.

IS_A
PART_OF
HAS_ATTRIBUTE
HAS_VALUE
LOCATED_IN
USED_BY
REQUIRES
CAUSES
PREVENTS
SOLVES
PRODUCES
MEASURED_BY
COMPARED_WITH
ALTERNATIVE_TO
COMPATIBLE_WITH
INCOMPATIBLE_WITH
EVIDENCED_BY
AUTHORED_BY
OFFERED_BY
PRECEDES
FOLLOWS
LINKS_TO
SUPPORTS
CANONICALIZES_TO
CONVERTS_TO
RETAINS
EXCLUDES

WEB_DESIGN IS_A PROFESSIONAL_SERVICE
WEB_DESIGN HAS_ATTRIBUTE PRICE
CALGARY_WEB_DESIGN LOCATED_IN CALGARY
WCAG_AUDIT PREVENTS ACCESSIBILITY_RISK
CASE_STUDY EVIDENCED_BY FIRST_PARTY_ANALYTICS
COST_GUIDE SUPPORTS CALGARY_WEB_DESIGN_SERVICE
FILTER_URL CANONICALIZES_TO CATEGORY_URL
ORGANIC_SESSION CONVERTS_TO QUALIFIED_ASSESSMENT