144 rules

144 of 144 rules · clear filters

• BIZ-001 Define value before volume IF the program has no defined qualified business event Baseline
• BIZ-002 Traffic is diagnostic, not the north star IF organic traffic increases AND qualified conversions or margin do not Baseline
• BIZ-003 Separate forecasts from actuals IF search volume, CTR, conversion, or revenue is estimated Baseline
• BIZ-004 Respect fulfillment capacity IF expected qualified demand exceeds delivery or sales capacity Structural
• BIZ-005 Model offers separately IF different offers have materially different audiences, margins, sales cycles, or qualification rules Structural
• BIZ-006 Count assisted value carefully IF an informational asset rarely receives last-click conversions but appears in qualified journeys Baseline
• BIZ-007 Split branded and non-branded demand IF brand familiarity materially changes intent, CTR, or conversion Baseline
• BIZ-008 Include retention and expansion IF organic search serves existing customers, support, renewal, or repeat purchase tasks Major
• BIZ-009 Raise evidence thresholds for high stakes IF the topic can materially affect health, money, safety, legal rights, or major decisions Major
• BIZ-010 Resolve competing goals explicitly IF traffic, lead quality, margin, brand, retention, and learning objectives conflict Baseline
• BIZ-011 Allocate by marginal value IF multiple valid initiatives compete for limited resources Baseline
• BIZ-012 Use economic stop rules IF expected remaining incremental value is below expected cost OR risk exceeds tolerance Baseline
• AUD-001 Require an audience-task pair IF a candidate query cannot be mapped to a plausible audience and task Baseline
• AUD-002 Treat funnel modifiers as heuristics IF a word such as how, best, review, price, or buy suggests a journey stage Baseline
• AUD-003 Model the funnel as a graph IF journey analysis assumes every user enters at awareness and moves linearly Structural
• AUD-004 Use adjacent next actions IF the proposed CTA requires substantially more trust or commitment than the current task supports Minor
• AUD-005 Split materially different audience needs IF two audience segments require different evidence, terminology, constraints, or offers Major
• AUD-006 Include accessibility conditions IF the task depends on visual, motor, auditory, cognitive, or assistive-technology access Major
• AUD-007 Require real local distinctness IF a geography modifier is proposed as a separate page Structural
• AUD-008 Localize, do not merely translate IF language or country versions differ in terminology, regulation, inventory, currency, or user expectations Major
• AUD-009 Account for device context IF device changes task conditions or interface needs Minor
• AUD-010 Match evidence to urgency IF the user has high urgency or high perceived risk Major
• AUD-011 Explicitly exclude wrong audiences IF queries attract jobs, students, freebie seekers, unsupported geographies, or unrelated senses Baseline
• AUD-012 Build post-purchase search pathways IF customers search for setup, use, troubleshooting, maintenance, renewal, or complementary products Major
• SEM-001 Start from parent concepts IF an offer lacks a mapped semantic territory Baseline