{"number":"04","slug":"if-else-and-or-rulebook","filename":"04-IF-ELSE-AND-OR-RULEBOOK.md","title":"IF / ELSE / AND / OR SEO Rulebook","bytes":76434,"section_count":168,"purpose":"144-rule human-readable decision library","outline":[{"heading":"04 — IF / ELSE / AND / OR SEO Rulebook","anchor":"04-if-else-and-or-seo-rulebook","depth":1},{"heading":"Purpose","anchor":"purpose","depth":2},{"heading":"Operator semantics","anchor":"operator-semantics","depth":2},{"heading":"Rule execution order","anchor":"rule-execution-order","depth":2},{"heading":"Hard-gate pattern","anchor":"hard-gate-pattern","depth":2},{"heading":"Rules","anchor":"rules","depth":2},{"heading":"1. Business Value","anchor":"1-business-value","depth":2},{"heading":"2. Audience and Journey","anchor":"2-audience-and-journey","depth":2},{"heading":"3. Semantic Demand","anchor":"3-semantic-demand","depth":2},{"heading":"4. Clustering and Canonical Ownership","anchor":"4-clustering-and-canonical-ownership","depth":2},{"heading":"5. Content, Format, and Evidence","anchor":"5-content-format-and-evidence","depth":2},{"heading":"6. On-page and Search Appearance","anchor":"6-on-page-and-search-appearance","depth":2},{"heading":"7. Internal Graph and Architecture","anchor":"7-internal-graph-and-architecture","depth":2},{"heading":"8. External Authority and Earned Evidence","anchor":"8-external-authority-and-earned-evidence","depth":2},{"heading":"9. Technical Eligibility","anchor":"9-technical-eligibility","depth":2},{"heading":"10. Conversion and Experience","anchor":"10-conversion-and-experience","depth":2},{"heading":"11. Measurement and Experimentation","anchor":"11-measurement-and-experimentation","depth":2},{"heading":"12. Generative Search, Scale, and Governance","anchor":"12-generative-search-scale-and-governance","depth":2},{"heading":"Composite decision programs","anchor":"composite-decision-programs","depth":2}],"sections":[{"heading":"04 — IF / ELSE / AND / OR SEO Rulebook","depth":1,"anchor":"04-if-else-and-or-seo-rulebook","path":["04 — IF / ELSE / AND / OR SEO Rulebook"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"Purpose","depth":2,"anchor":"purpose","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Purpose"],"prose":["This rulebook converts SEO judgment into explicit, auditable decisions. It contains **144 rules** in twelve domains. The machine-readable version is in `rules/seo-laka-rules.yaml`."],"bullets":[],"blocks":[],"tables":[]},{"heading":"Operator semantics","depth":2,"anchor":"operator-semantics","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Operator semantics"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"IF       begins a condition.\nTHEN     specifies the action when the condition is true.\nELSE     specifies the valid fallback when the condition is false.\nAND      requires every connected condition.\nOR       permits one or more valid alternatives.\nNOT      excludes a state or candidate.\nXOR      requires exactly one choice.\nBEFORE   establishes dependency order.\nUNTIL    establishes a bounded feedback loop.\nAT_LEAST sets a minimum.\nEXACTLY_ONE assigns unique ownership or a single decision."}],"tables":[]},{"heading":"Rule execution order","depth":2,"anchor":"rule-execution-order","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Rule execution order"],"prose":["Rules may conflict. Resolve them in this order:"],"bullets":[],"blocks":[{"lang":"text","code":"1. Safety, law, privacy, and policy\n2. User value and factual accuracy\n3. Technical eligibility and canonical correctness\n4. Business value and constraints\n5. Intent fit and information quality\n6. Measurement and learning\n7. Efficiency and scale\n8. Cosmetic optimization"}],"tables":[]},{"heading":"Hard-gate pattern","depth":2,"anchor":"hard-gate-pattern","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Hard-gate pattern"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"IF all mandatory conditions pass\nTHEN execute or advance the candidate\nELSE route to research, consolidation, repair, deferral, or rejection"}],"tables":[]},{"heading":"Rules","depth":2,"anchor":"rules","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Rules"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"1. Business Value","depth":2,"anchor":"1-business-value","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"BIZ-001 — Define value before volume","depth":3,"anchor":"biz-001-define-value-before-volume","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-001 — Define value before volume"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline","**Primary metric:** measurement completeness","**Guardrail:** Do not substitute sessions or ranking counts for value.","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the program has no defined qualified business event\nTHEN define the event, qualification rule, owner, and estimated contribution value before optimizing traffic\nELSE use the existing qualified event as the primary business outcome"}],"tables":[]},{"heading":"BIZ-002 — Traffic is diagnostic, not the north star","depth":3,"anchor":"biz-002-traffic-is-diagnostic-not-the-north-star","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-002 — Traffic is diagnostic, not the north star"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** incremental organic contribution margin","**Guardrail:** lead quality, sales capacity, refund rate","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF organic traffic increases AND qualified conversions or margin do not\nTHEN diagnose intent quality, audience fit, next-action continuity, and attribution\nELSE continue scaling only while downstream value and guardrails remain healthy"}],"tables":[]},{"heading":"BIZ-003 — Separate forecasts from actuals","depth":3,"anchor":"biz-003-separate-forecasts-from-actuals","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-003 — Separate forecasts from actuals"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** forecast error","**Guardrail:** confidence interval, source age","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF search volume, CTR, conversion, or revenue is estimated\nTHEN label the output as a forecast and record every assumption\nELSE use observed query, conversion, revenue, and margin data"}],"tables":[]},{"heading":"BIZ-004 — Respect fulfillment capacity","depth":3,"anchor":"biz-004-respect-fulfillment-capacity","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-004 — Respect fulfillment capacity"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** contribution margin per capacity unit","**Guardrail:** response time, customer satisfaction","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF expected qualified demand exceeds delivery or sales capacity\nTHEN prioritize higher-margin, higher-fit clusters OR increase capacity before expanding volume\nELSE optimize for profitable demand growth"}],"tables":[]},{"heading":"BIZ-005 — Model offers separately","depth":3,"anchor":"biz-005-model-offers-separately","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-005 — Model offers separately"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** value by offer","**Guardrail:** cross-offer cannibalization","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF different offers have materially different audiences, margins, sales cycles, or qualification rules\nTHEN assign separate value models and cluster portfolios\nELSE a shared model may be used with explicit segment dimensions"}],"tables":[]},{"heading":"BIZ-006 — Count assisted value carefully","depth":3,"anchor":"biz-006-count-assisted-value-carefully","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-006 — Count assisted value carefully"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** assisted contribution value","**Guardrail:** double counting","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an informational asset rarely receives last-click conversions but appears in qualified journeys\nTHEN measure assisted progression, returning users, branded demand, and controlled lift\nELSE judge the asset on direct value and task completion"}],"tables":[]},{"heading":"BIZ-007 — Split branded and non-branded demand","depth":3,"anchor":"biz-007-split-branded-and-non-branded-demand","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-007 — Split branded and non-branded demand"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** value-weighted non-brand clicks","**Guardrail:** brand campaign effects","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF brand familiarity materially changes intent, CTR, or conversion\nTHEN report branded and non-branded performance separately\nELSE aggregate only for top-level totals"}],"tables":[]},{"heading":"BIZ-008 — Include retention and expansion","depth":3,"anchor":"biz-008-include-retention-and-expansion","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-008 — Include retention and expansion"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** organic-assisted retained margin","**Guardrail:** support deflection quality, churn","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF organic search serves existing customers, support, renewal, or repeat purchase tasks\nTHEN assign retention events and lifetime-value effects\nELSE use acquisition outcomes for new-user clusters"}],"tables":[]},{"heading":"BIZ-009 — Raise evidence thresholds for high stakes","depth":3,"anchor":"biz-009-raise-evidence-thresholds-for-high-stakes","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-009 — Raise evidence thresholds for high stakes"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Major, Structural","**Primary metric:** verified task success","**Guardrail:** harm, complaint, correction rate","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the topic can materially affect health, money, safety, legal rights, or major decisions\nTHEN require qualified review, primary sources, explicit limitations, and stronger maintenance\nELSE apply the normal evidence standard"}],"tables":[]},{"heading":"BIZ-010 — Resolve competing goals explicitly","depth":3,"anchor":"biz-010-resolve-competing-goals-explicitly","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-010 — Resolve competing goals explicitly"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** objective clarity","**Guardrail:** unintended metric trade-offs","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF traffic, lead quality, margin, brand, retention, and learning objectives conflict\nTHEN name one primary objective and classify the others as constraints or secondary outcomes\nELSE use the single aligned objective"}],"tables":[]},{"heading":"BIZ-011 — Allocate by marginal value","depth":3,"anchor":"biz-011-allocate-by-marginal-value","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-011 — Allocate by marginal value"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline, Structural","**Primary metric:** realized value per implementation hour","**Guardrail:** portfolio concentration risk","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF multiple valid initiatives compete for limited resources\nTHEN rank them by expected incremental value divided by effort, risk, maintenance, and time to learning\nELSE execute the only valid initiative"}],"tables":[]},{"heading":"BIZ-012 — Use economic stop rules","depth":3,"anchor":"biz-012-use-economic-stop-rules","path":["04 — IF / ELSE / AND / OR SEO Rulebook","1. Business Value","BIZ-012 — Use economic stop rules"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline, Paradigm","**Primary metric:** net incremental value","**Guardrail:** sunk-cost bias","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF expected remaining incremental value is below expected cost OR risk exceeds tolerance\nTHEN stop, defer, retire, or redesign the initiative\nELSE continue to the next defined review point"}],"tables":[]},{"heading":"2. Audience and Journey","depth":2,"anchor":"2-audience-and-journey","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"AUD-001 — Require an audience-task pair","depth":3,"anchor":"aud-001-require-an-audience-task-pair","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-001 — Require an audience-task pair"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** classified-demand share","**Guardrail:** forced persona assumptions","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a candidate query cannot be mapped to a plausible audience and task\nTHEN classify it as uncertain and gather evidence\nELSE attach the audience, condition, task, and journey state"}],"tables":[]},{"heading":"AUD-002 — Treat funnel modifiers as heuristics","depth":3,"anchor":"aud-002-treat-funnel-modifiers-as-heuristics","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-002 — Treat funnel modifiers as heuristics"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** intent-classification accuracy","**Guardrail:** stage stereotyping","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a word such as how, best, review, price, or buy suggests a journey stage\nTHEN use it as a hypothesis and verify the actual task and result set\nELSE infer stage from the full query, context, and behavior"}],"tables":[]},{"heading":"AUD-003 — Model the funnel as a graph","depth":3,"anchor":"aud-003-model-the-funnel-as-a-graph","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-003 — Model the funnel as a graph"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** state-transition rate","**Guardrail:** attribution inflation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF journey analysis assumes every user enters at awareness and moves linearly\nTHEN allow entry, exit, return, skip, and backward transitions\nELSE retain observed journey paths"}],"tables":[]},{"heading":"AUD-004 — Use adjacent next actions","depth":3,"anchor":"aud-004-use-adjacent-next-actions","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-004 — Use adjacent next actions"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** next-state transition rate","**Guardrail:** bounce, complaint, unsubscribe","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the proposed CTA requires substantially more trust or commitment than the current task supports\nTHEN offer an adjacent useful action OR add the proof needed to justify the transition\nELSE measure the direct transition"}],"tables":[]},{"heading":"AUD-005 — Split materially different audience needs","depth":3,"anchor":"aud-005-split-materially-different-audience-needs","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-005 — Split materially different audience needs"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** qualified conversion by segment","**Guardrail:** duplication, maintenance","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF two audience segments require different evidence, terminology, constraints, or offers\nTHEN create distinct sections, experiences, or canonical assets based on task compatibility\nELSE serve them in one asset"}],"tables":[]},{"heading":"AUD-006 — Include accessibility conditions","depth":3,"anchor":"aud-006-include-accessibility-conditions","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-006 — Include accessibility conditions"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Major, Structural","**Primary metric:** task completion by accessibility condition","**Guardrail:** keyboard traps, missing alternatives","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the task depends on visual, motor, auditory, cognitive, or assistive-technology access\nTHEN design the format, navigation, media, and controls for those conditions\nELSE apply baseline accessible design to all assets"}],"tables":[]},{"heading":"AUD-007 — Require real local distinctness","depth":3,"anchor":"aud-007-require-real-local-distinctness","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-007 — Require real local distinctness"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** qualified local conversions","**Guardrail:** doorway-page risk, inaccurate claims","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a geography modifier is proposed as a separate page\nTHEN require actual service eligibility, local evidence, local differences, and maintainable data\nELSE consolidate into a broader service-area asset"}],"tables":[]},{"heading":"AUD-008 — Localize, do not merely translate","depth":3,"anchor":"aud-008-localize-do-not-merely-translate","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-008 — Localize, do not merely translate"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** correct-locale conversion","**Guardrail:** translation quality, hreflang errors","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF language or country versions differ in terminology, regulation, inventory, currency, or user expectations\nTHEN localize content and targeting signals\nELSE use a shared translation only where the task and facts truly remain equivalent"}],"tables":[]},{"heading":"AUD-009 — Account for device context","depth":3,"anchor":"aud-009-account-for-device-context","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-009 — Account for device context"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** task completion by device","**Guardrail:** content parity","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF device changes task conditions or interface needs\nTHEN adapt layout, media, interaction, and next action while preserving canonical meaning\nELSE use the common responsive experience"}],"tables":[]},{"heading":"AUD-010 — Match evidence to urgency","depth":3,"anchor":"aud-010-match-evidence-to-urgency","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-010 — Match evidence to urgency"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** time to task completion","**Guardrail:** misleading urgency","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the user has high urgency or high perceived risk\nTHEN front-load direct answers, scope, availability, proof, and safe next actions\nELSE use the standard information order"}],"tables":[]},{"heading":"AUD-011 — Explicitly exclude wrong audiences","depth":3,"anchor":"aud-011-explicitly-exclude-wrong-audiences","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-011 — Explicitly exclude wrong audiences"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline, Minor","**Primary metric:** irrelevant-impression and unqualified-lead rate","**Guardrail:** accidental exclusion of valuable demand","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF queries attract jobs, students, freebie seekers, unsupported geographies, or unrelated senses\nTHEN add exclusions to research, paid data, reporting, and content positioning\nELSE retain the query in its valid cluster"}],"tables":[]},{"heading":"AUD-012 — Build post-purchase search pathways","depth":3,"anchor":"aud-012-build-post-purchase-search-pathways","path":["04 — IF / ELSE / AND / OR SEO Rulebook","2. Audience and Journey","AUD-012 — Build post-purchase search pathways"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** retention and support value","**Guardrail:** support accuracy","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF customers search for setup, use, troubleshooting, maintenance, renewal, or complementary products\nTHEN create support and retention task clusters with appropriate next actions\nELSE focus the cluster on acquisition"}],"tables":[]},{"heading":"3. Semantic Demand","depth":2,"anchor":"3-semantic-demand","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"SEM-001 — Start from parent concepts","depth":3,"anchor":"sem-001-start-from-parent-concepts","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-001 — Start from parent concepts"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline","**Primary metric:** concept-map coverage","**Guardrail:** scope drift","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an offer lacks a mapped semantic territory\nTHEN identify parent concepts, neighboring categories, and business boundaries\nELSE extend the existing concept graph"}],"tables":[]},{"heading":"SEM-002 — Expand through subtypes","depth":3,"anchor":"sem-002-expand-through-subtypes","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-002 — Expand through subtypes"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** subtype demand coverage","**Guardrail:** thin fragmentation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a parent concept contains meaningful narrower types with distinct tasks\nTHEN create subtype clusters and evaluate them independently\nELSE keep subtype terms as sections or variants"}],"tables":[]},{"heading":"SEM-003 — Normalize synonyms and paraphrases","depth":3,"anchor":"sem-003-normalize-synonyms-and-paraphrases","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-003 — Normalize synonyms and paraphrases"],"prose":["**Operators:** IF · AND · THEN · ELSE · XOR","**LAKA level(s):** Baseline","**Primary metric:** cluster cohesion","**Guardrail:** missed senses","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF different phrases express the same sense and dominant task\nTHEN map them to one query cluster and one intended canonical asset\nELSE investigate whether the task differs"}],"tables":[]},{"heading":"SEM-004 — Disambiguate homonyms and polysemy","depth":3,"anchor":"sem-004-disambiguate-homonyms-and-polysemy","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-004 — Disambiguate homonyms and polysemy"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** wrong-sense rate","**Guardrail:** query misclassification","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the same wording can refer to different concepts, entities, or tasks\nTHEN create sense labels and exclusions before clustering\nELSE use the unambiguous concept"}],"tables":[]},{"heading":"SEM-005 — Model modifiers as facets","depth":3,"anchor":"sem-005-model-modifiers-as-facets","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-005 — Model modifiers as facets"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline, Structural","**Primary metric:** facet value and distinctness","**Guardrail:** facet explosion","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF terms vary by price, material, size, audience, platform, location, time, or other attributes\nTHEN represent them as attribute-value pairs and test whether they create a distinct task\nELSE treat them as lexical variants"}],"tables":[]},{"heading":"SEM-006 — Use co-occurrence as context","depth":3,"anchor":"sem-006-use-co-occurrence-as-context","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-006 — Use co-occurrence as context"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** task completeness","**Guardrail:** unnatural term insertion","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a term commonly appears near the topic but is not itself the user’s target\nTHEN use it only where it explains an entity, relation, attribute, or evidence need\nELSE exclude it from mandatory coverage"}],"tables":[]},{"heading":"SEM-007 — Map entities and relations","depth":3,"anchor":"sem-007-map-entities-and-relations","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-007 — Map entities and relations"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** entity-relation coverage","**Guardrail:** entity ambiguity","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the task depends on named things and how they connect\nTHEN record entity types and typed relations, then express those relations visibly\nELSE use concept-only structure"}],"tables":[]},{"heading":"SEM-008 — Map query fan-out without page fan-out","depth":3,"anchor":"sem-008-map-query-fan-out-without-page-fan-out","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-008 — Map query fan-out without page fan-out"],"prose":["**Operators:** IF · THEN · ELSE · OR","**LAKA level(s):** Major, Structural","**Primary metric:** fan-out task coverage","**Guardrail:** scaled-content duplication","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF one broad task implies several supporting questions\nTHEN map the questions as sections, evidence needs, or distinct adjacent tasks\nELSE do not create a separate page for every wording variation"}],"tables":[]},{"heading":"SEM-009 — Triangulate demand evidence","depth":3,"anchor":"sem-009-triangulate-demand-evidence","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-009 — Triangulate demand evidence"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** demand-confidence score","**Guardrail:** tool bias","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a candidate appears in only one tool or source\nTHEN seek corroboration from first-party data, users, result sets, competitors, or sales/support evidence\nELSE increase confidence when independent sources agree"}],"tables":[]},{"heading":"SEM-010 — Do not equate zero tool volume with zero demand","depth":3,"anchor":"sem-010-do-not-equate-zero-tool-volume-with-zero-demand","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-010 — Do not equate zero tool volume with zero demand"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** observed cluster demand","**Guardrail:** anecdotal overreach","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a query has low or zero reported volume but appears in first-party or customer evidence\nTHEN retain it as a low-volume or emerging candidate and measure the cluster\nELSE deprioritize only after value and evidence review"}],"tables":[]},{"heading":"SEM-011 — Attach time state","depth":3,"anchor":"sem-011-attach-time-state","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-011 — Attach time state"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** freshness compliance","**Guardrail:** stale claims","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF facts, prices, availability, standards, laws, events, or recommendations can change\nTHEN assign freshness requirements and update triggers\nELSE classify the asset as stable evergreen"}],"tables":[]},{"heading":"SEM-012 — Model emerging demand separately","depth":3,"anchor":"sem-012-model-emerging-demand-separately","path":["04 — IF / ELSE / AND / OR SEO Rulebook","3. Semantic Demand","SEM-012 — Model emerging demand separately"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Paradigm","**Primary metric:** learning-adjusted emerging-demand value","**Guardrail:** trend chasing","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a new technology, regulation, event, or behavior has weak historical search data but strong causal evidence\nTHEN create an experimental demand thesis with explicit uncertainty\nELSE use normal historical prioritization"}],"tables":[]},{"heading":"4. Clustering and Canonical Ownership","depth":2,"anchor":"4-clustering-and-canonical-ownership","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"CLU-001 — One dominant intent, one owner","depth":3,"anchor":"clu-001-one-dominant-intent-one-owner","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-001 — One dominant intent, one owner"],"prose":["**Operators:** IF · THEN · ELSE · EXACTLY_ONE","**LAKA level(s):** Baseline, Structural","**Primary metric:** canonical ownership completeness","**Guardrail:** multiple owners","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a dominant intent cluster is approved\nTHEN assign exactly one intended canonical URL\nELSE keep the cluster in research"}],"tables":[]},{"heading":"CLU-002 — Merge same-task candidates","depth":3,"anchor":"clu-002-merge-same-task-candidates","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-002 — Merge same-task candidates"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** demand coverage per canonical asset","**Guardrail:** over-broad pages","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF sense, task, answer structure, result class, and next action are compatible\nTHEN merge candidates into one cluster\nELSE evaluate split conditions"}],"tables":[]},{"heading":"CLU-003 — Split different tasks","depth":3,"anchor":"clu-003-split-different-tasks","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-003 — Split different tasks"],"prose":["**Operators:** IF · AND · OR · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** intent purity","**Guardrail:** duplicated introductions","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF queries share vocabulary but require different completion conditions or document forms\nTHEN create separate clusters and page roles\nELSE keep them together"}],"tables":[]},{"heading":"CLU-004 — Use result overlap as evidence, not law","depth":3,"anchor":"clu-004-use-result-overlap-as-evidence-not-law","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-004 — Use result overlap as evidence, not law"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** cluster validation accuracy","**Guardrail:** SERP volatility","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF current top results overlap strongly for two queries\nTHEN increase merge confidence but still inspect task and business context\nELSE do not force a split solely because result overlap is low"}],"tables":[]},{"heading":"CLU-005 — Detect cannibalization by behavior","depth":3,"anchor":"clu-005-detect-cannibalization-by-behavior","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-005 — Detect cannibalization by behavior"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline, Structural","**Primary metric:** dominant URL share and URL entropy","**Guardrail:** false-positive cannibalization","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF multiple owned URLs receive the same cluster’s impressions with unstable dominance or divided value\nTHEN inspect intent, links, conversion, and canonical ownership\nELSE allow multiple URLs when they serve genuinely different tasks"}],"tables":[]},{"heading":"CLU-006 — Merge with migration discipline","depth":3,"anchor":"clu-006-merge-with-migration-discipline","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-006 — Merge with migration discipline"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** consolidated value and retained demand","**Guardrail:** migration loss","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF two pages are redundant and one combined page is superior\nTHEN merge best information, select the winner, redirect the loser, and update links/sitemaps\nELSE reposition or retain both"}],"tables":[]},{"heading":"CLU-007 — Reposition a useful weaker page","depth":3,"anchor":"clu-007-reposition-a-useful-weaker-page","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-007 — Reposition a useful weaker page"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** distinct-cluster value","**Guardrail:** residual overlap","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a weaker page has independent value but overlaps the stronger page’s task\nTHEN change its dominant intent and connect it as a supporting asset\nELSE merge it"}],"tables":[]},{"heading":"CLU-008 — Inspect equity before deletion","depth":3,"anchor":"clu-008-inspect-equity-before-deletion","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-008 — Inspect equity before deletion"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline, Structural","**Primary metric:** value preserved after retirement","**Guardrail:** broken dependencies","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a page appears useless or redundant\nTHEN check links, traffic, conversions, references, and dependencies before delete/noindex\nELSE retain or consolidate the page"}],"tables":[]},{"heading":"CLU-009 — Align canonical signals","depth":3,"anchor":"clu-009-align-canonical-signals","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-009 — Align canonical signals"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** declared-selected canonical agreement","**Guardrail:** mixed signals","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF duplicate or parameter URLs must remain accessible\nTHEN align canonical annotations, internal links, sitemap entries, redirects, and content signals\nELSE self-canonicalize the unique page"}],"tables":[]},{"heading":"CLU-010 — Protect established URLs","depth":3,"anchor":"clu-010-protect-established-urls","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-010 — Protect established URLs"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor, Structural","**Primary metric:** post-change value retention","**Guardrail:** redirect chains","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an older URL has links, traffic, or history and the only proposed improvement is a prettier slug\nTHEN keep the URL unless expected benefit clearly exceeds migration risk\nELSE optimize the new URL before launch"}],"tables":[]},{"heading":"CLU-011 — Keep lexical variants together","depth":3,"anchor":"clu-011-keep-lexical-variants-together","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-011 — Keep lexical variants together"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** variant coverage","**Guardrail:** keyword stuffing","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF differences are spelling, word order, pluralization, abbreviation, or stemming without task change\nTHEN include natural variants in one asset and reporting cluster\nELSE treat materially different senses separately"}],"tables":[]},{"heading":"CLU-012 — Test uncertain cluster boundaries","depth":3,"anchor":"clu-012-test-uncertain-cluster-boundaries","path":["04 — IF / ELSE / AND / OR SEO Rulebook","4. Clustering and Canonical Ownership","CLU-012 — Test uncertain cluster boundaries"],"prose":["**Operators:** IF · THEN · ELSE · UNTIL","**LAKA level(s):** Baseline, Major","**Primary metric:** cluster stability","**Guardrail:** premature page multiplication","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF merge/split evidence is inconclusive\nTHEN assign a provisional owner, record uncertainty, and observe query-to-URL behavior before scaling\nELSE finalize the cluster"}],"tables":[]},{"heading":"5. Content, Format, and Evidence","depth":2,"anchor":"5-content-format-and-evidence","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"CON-001 — Select format from task","depth":3,"anchor":"con-001-select-format-from-task","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-001 — Select format from task"],"prose":["**Operators:** IF · THEN · ELSE · OR","**LAKA level(s):** Major","**Primary metric:** task completion rate","**Guardrail:** format novelty without utility","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the dominant task is known\nTHEN choose a format that completes that task: guide, table, calculator, map, diagnostic, template, video, or transaction page\nELSE research the task before drafting"}],"tables":[]},{"heading":"CON-002 — Answer early","depth":3,"anchor":"con-002-answer-early","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-002 — Answer early"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** time to first useful answer","**Guardrail:** oversimplification","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a user can benefit from a concise direct answer\nTHEN provide it near the beginning and then support it\nELSE state the path to the answer and necessary prerequisites"}],"tables":[]},{"heading":"CON-003 — Require information advantage","depth":3,"anchor":"con-003-require-information-advantage","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-003 — Require information advantage"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major, Paradigm","**Primary metric:** information-advantage score","**Guardrail:** unsupported originality claims","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the proposed asset only restates widely available material\nTHEN add original experience, data, testing, utility, synthesis, local proof, or decision support\nELSE proceed with the defensible advantage"}],"tables":[]},{"heading":"CON-004 — Prefer firsthand evidence where relevant","depth":3,"anchor":"con-004-prefer-firsthand-evidence-where-relevant","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-004 — Prefer firsthand evidence where relevant"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** firsthand-evidence coverage","**Guardrail:** conflicts of interest","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the task involves reviews, demonstrations, processes, products, or lived outcomes\nTHEN show what was actually tested, observed, used, or built\nELSE use the best available primary evidence"}],"tables":[]},{"heading":"CON-005 — Make evidence visible","depth":3,"anchor":"con-005-make-evidence-visible","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-005 — Make evidence visible"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** verifiable-claim rate","**Guardrail:** citation mismatch","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a claim depends on a source, test, credential, or dataset\nTHEN place the supporting evidence where the user can inspect it\nELSE qualify the claim as opinion or uncertainty"}],"tables":[]},{"heading":"CON-006 — State limitations","depth":3,"anchor":"con-006-state-limitations","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-006 — State limitations"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** correction and dispute rate","**Guardrail:** loss of nuance","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF evidence has uncertainty, sample limits, conflicts, exceptions, or changing conditions\nTHEN state limitations and applicability boundaries\nELSE present the stable conclusion"}],"tables":[]},{"heading":"CON-007 — Avoid arbitrary length targets","depth":3,"anchor":"con-007-avoid-arbitrary-length-targets","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-007 — Avoid arbitrary length targets"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline, Major","**Primary metric:** task completeness per reading time","**Guardrail:** content bloat","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a word count is proposed without a task-based reason\nTHEN define completeness by required questions, evidence, and decision support\nELSE use length as a production estimate only"}],"tables":[]},{"heading":"CON-008 — Govern AI-assisted content","depth":3,"anchor":"con-008-govern-ai-assisted-content","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-008 — Govern AI-assisted content"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Structural","**Primary metric:** verified publication quality","**Guardrail:** hallucination, scaled abuse","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF AI assists research, drafting, transformation, or scale\nTHEN require factual verification, original value, editorial ownership, and policy compliance\nELSE use the same quality controls for human-only work"}],"tables":[]},{"heading":"CON-009 — Require row-level uniqueness at scale","depth":3,"anchor":"con-009-require-row-level-uniqueness-at-scale","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-009 — Require row-level uniqueness at scale"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural, Paradigm","**Primary metric:** unique-value coverage per generated page","**Guardrail:** doorway and thin-page risk","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a template generates pages from a dataset\nTHEN require accurate unique data, distinct user utility, and a valid canonical task for each row\nELSE consolidate rows into filters, tables, or broader assets"}],"tables":[]},{"heading":"CON-010 — Use media when it improves the task","depth":3,"anchor":"con-010-use-media-when-it-improves-the-task","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-010 — Use media when it improves the task"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** media-assisted task completion","**Guardrail:** performance, accessibility","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an image, diagram, video, audio, or interactive can explain or demonstrate more effectively\nTHEN include accessible, relevant media and measure its use\nELSE keep the experience text-first where sufficient"}],"tables":[]},{"heading":"CON-011 — Define refresh triggers","depth":3,"anchor":"con-011-define-refresh-triggers","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-011 — Define refresh triggers"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** freshness SLA","**Guardrail:** maintenance debt","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF content depends on changing data or conditions\nTHEN assign owner, source, review cadence, and event-triggered updates\nELSE review only when performance or business context changes"}],"tables":[]},{"heading":"CON-012 — Support commercial pages with useful assets","depth":3,"anchor":"con-012-support-commercial-pages-with-useful-assets","path":["04 — IF / ELSE / AND / OR SEO Rulebook","5. Content, Format, and Evidence","CON-012 — Support commercial pages with useful assets"],"prose":["**Operators:** IF · AND · OR · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** assisted commercial value","**Guardrail:** manufactured link bait","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a commercial page is important but difficult to cite or insufficient for research-stage users\nTHEN create genuinely useful supporting evidence, tools, comparisons, or guides\nELSE improve the commercial page directly"}],"tables":[]},{"heading":"6. On-page and Search Appearance","depth":2,"anchor":"6-on-page-and-search-appearance","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"ONP-001 — Align the title with the task","depth":3,"anchor":"onp-001-align-the-title-with-the-task","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-001 — Align the title with the task"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** position-adjusted CTR","**Guardrail:** qualified conversion rate","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the title does not clearly identify the page’s dominant task or value\nTHEN rewrite it truthfully for relevance and useful differentiation\nELSE retain it and monitor"}],"tables":[]},{"heading":"ONP-002 — Use unique titles for unique canonicals","depth":3,"anchor":"onp-002-use-unique-titles-for-unique-canonicals","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-002 — Use unique titles for unique canonicals"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor, Structural","**Primary metric:** duplicate-title rate","**Guardrail:** template inconsistency","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF two intended indexable canonical pages use materially duplicate titles\nTHEN differentiate titles according to their distinct tasks\nELSE allow shared patterns with unique identifying content"}],"tables":[]},{"heading":"ONP-003 — Measure title changes causally","depth":3,"anchor":"onp-003-measure-title-changes-causally","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-003 — Measure title changes causally"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Minor","**Primary metric:** CTR residual","**Guardrail:** ranking, conversion, seasonality","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a title or snippet is changed\nTHEN record change date, exposed queries/pages, expected mechanism, and CTR guardrails\nELSE do not claim impact"}],"tables":[]},{"heading":"ONP-004 — Write descriptions for decision support","depth":3,"anchor":"onp-004-write-descriptions-for-decision-support","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-004 — Write descriptions for decision support"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** organic CTR","**Guardrail:** snippet mismatch","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the result snippet can help users determine relevance\nTHEN write a concise truthful proposition with task, benefit, and distinguishing detail\nELSE allow the search engine to select contextual text"}],"tables":[]},{"heading":"ONP-005 — Use headings as answer architecture","depth":3,"anchor":"onp-005-use-headings-as-answer-architecture","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-005 — Use headings as answer architecture"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** section-level task coverage","**Guardrail:** heading keyword stuffing","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the task has stages, criteria, subquestions, or choices\nTHEN structure headings around those information functions\nELSE use a simple hierarchy"}],"tables":[]},{"heading":"ONP-006 — Write natural body language","depth":3,"anchor":"onp-006-write-natural-body-language","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-006 — Write natural body language"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** semantic task completeness","**Guardrail:** readability","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF required concepts, entities, attributes, and relations are missing\nTHEN add them where they improve the explanation\nELSE do not insert terms solely for coverage scores"}],"tables":[]},{"heading":"ONP-007 — Reject keyword stuffing","depth":3,"anchor":"onp-007-reject-keyword-stuffing","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-007 — Reject keyword stuffing"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** editorial quality","**Guardrail:** loss of clarity","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF repetition exists primarily to influence ranking rather than aid comprehension\nTHEN remove or rewrite it and preserve only natural references\nELSE retain meaningful repetition"}],"tables":[]},{"heading":"ONP-008 — Describe meaningful images","depth":3,"anchor":"onp-008-describe-meaningful-images","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-008 — Describe meaningful images"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Structural","**Primary metric:** accessible-media coverage","**Guardrail:** redundant alt text","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an image communicates information or functions as a link/control\nTHEN provide appropriate descriptive alternative text\nELSE use empty alternative text for purely decorative images"}],"tables":[]},{"heading":"ONP-009 — Optimize new URLs, protect old ones","depth":3,"anchor":"onp-009-optimize-new-urls-protect-old-ones","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-009 — Optimize new URLs, protect old ones"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Minor, Structural","**Primary metric:** URL stability and migration retention","**Guardrail:** redirect chains","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a page has not launched\nTHEN use a concise descriptive stable URL\nELSE avoid changing an established URL without a migration case"}],"tables":[]},{"heading":"ONP-010 — Use structured data only when applicable","depth":3,"anchor":"onp-010-use-structured-data-only-when-applicable","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-010 — Use structured data only when applicable"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** valid eligible items","**Guardrail:** manual action, markup drift","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a supported structured-data type accurately represents visible page content\nTHEN implement and validate it\nELSE do not add irrelevant or hidden markup"}],"tables":[]},{"heading":"ONP-011 — Measure rich-result realization","depth":3,"anchor":"onp-011-measure-rich-result-realization","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-011 — Measure rich-result realization"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** rich-result appearance and value","**Guardrail:** misattribution","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF structured data validates successfully\nTHEN measure actual search appearance, impressions, CTR, and value\nELSE debug eligibility or accept that display is not guaranteed"}],"tables":[]},{"heading":"ONP-012 — Adjust CTR expectations","depth":3,"anchor":"onp-012-adjust-ctr-expectations","path":["04 — IF / ELSE / AND / OR SEO Rulebook","6. On-page and Search Appearance","ONP-012 — Adjust CTR expectations"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** CTR residual","**Guardrail:** low sample size","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF CTR is evaluated\nTHEN control for position, device, country, brand status, query class, and search appearance\nELSE do not use a universal CTR threshold"}],"tables":[]},{"heading":"7. Internal Graph and Architecture","depth":2,"anchor":"7-internal-graph-and-architecture","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"GRF-001 — Link every priority page","depth":3,"anchor":"grf-001-link-every-priority-page","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-001 — Link every priority page"],"prose":["**Operators:** IF · THEN · ELSE · AT_LEAST","**LAKA level(s):** Baseline, Minor","**Primary metric:** priority-page orphan rate","**Guardrail:** forced links","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a page is intended to receive organic visibility\nTHEN ensure at least one crawlable contextual internal link points to it\nELSE remove it from the priority/index set if it has no valid role"}],"tables":[]},{"heading":"GRF-002 — Use descriptive anchors","depth":3,"anchor":"grf-002-use-descriptive-anchors","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-002 — Use descriptive anchors"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** descriptive-anchor coverage","**Guardrail:** over-optimization","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF anchor text is generic and a natural descriptive label is available\nTHEN replace it with concise context-setting text\nELSE retain the generic control only when interface convention requires it"}],"tables":[]},{"heading":"GRF-003 — Require user context for links","depth":3,"anchor":"grf-003-require-user-context-for-links","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-003 — Require user context for links"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** useful internal-link interaction","**Guardrail:** link clutter","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a proposed link does not help the reader understand, compare, verify, or take the next step\nTHEN do not add it\nELSE add it in the relevant sentence or interface"}],"tables":[]},{"heading":"GRF-004 — Create hubs for navigation needs","depth":3,"anchor":"grf-004-create-hubs-for-navigation-needs","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-004 — Create hubs for navigation needs"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** hub-assisted discovery and conversion","**Guardrail:** empty taxonomy pages","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a coherent task family requires users to choose among multiple paths\nTHEN create or improve a hub with clear categories and routes\nELSE connect assets contextually without a dedicated hub"}],"tables":[]},{"heading":"GRF-005 — Validate supporting assets","depth":3,"anchor":"grf-005-validate-supporting-assets","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-005 — Validate supporting assets"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** supporting-asset assisted value","**Guardrail:** thin content","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an adjacent question has independent demand, a complete answer, and a useful relationship to a core asset\nTHEN create a supporting asset and connect it\nELSE include it as a section or FAQ"}],"tables":[]},{"heading":"GRF-006 — Reduce excessive depth","depth":3,"anchor":"grf-006-reduce-excessive-depth","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-006 — Reduce excessive depth"],"prose":["**Operators:** IF · THEN · ELSE · OR","**LAKA level(s):** Structural","**Primary metric:** priority-page click depth","**Guardrail:** navigation overload","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF important pages are difficult to reach through internal navigation\nTHEN add meaningful paths, hubs, or template links\nELSE retain depth for low-value or intentionally isolated pages"}],"tables":[]},{"heading":"GRF-007 — Use strong internal sources deliberately","depth":3,"anchor":"grf-007-use-strong-internal-sources-deliberately","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-007 — Use strong internal sources deliberately"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor","**Primary metric:** target visibility lift","**Guardrail:** source-page task disruption","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an authoritative owned page can naturally support a high-value target\nTHEN add a contextual link where it benefits the reader\nELSE do not insert an unrelated link solely to move authority"}],"tables":[]},{"heading":"GRF-008 — Keep topical communities coherent","depth":3,"anchor":"grf-008-keep-topical-communities-coherent","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-008 — Keep topical communities coherent"],"prose":["**Operators:** IF · AND · NOT · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** topical edge precision","**Guardrail:** over-siloing","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a link crosses unrelated topic communities without user need\nTHEN remove or avoid it\nELSE retain cross-topic links that represent a real prerequisite, comparison, or journey edge"}],"tables":[]},{"heading":"GRF-009 — Make links crawlable","depth":3,"anchor":"grf-009-make-links-crawlable","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-009 — Make links crawlable"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Structural","**Primary metric:** crawlable-link coverage","**Guardrail:** duplicate navigation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF navigation or internal discovery relies on nonstandard scripted interactions\nTHEN expose crawlable anchors with destinations and validate rendered HTML\nELSE retain standard crawlable links"}],"tables":[]},{"heading":"GRF-010 — Concentrate, do not hoard","depth":3,"anchor":"grf-010-concentrate-do-not-hoard","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-010 — Concentrate, do not hoard"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** value-weighted index and graph concentration","**Guardrail:** loss of long-tail value","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF many low-value pages dilute attention and internal graph flow\nTHEN consolidate, noindex, archive, or demote according to user and business value\nELSE retain useful nodes"}],"tables":[]},{"heading":"GRF-011 — Update the graph after migrations","depth":3,"anchor":"grf-011-update-the-graph-after-migrations","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-011 — Update the graph after migrations"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Structural","**Primary metric:** direct-to-final-link rate","**Guardrail:** redirect loops","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a page is merged, redirected, renamed, or retired\nTHEN update internal links, navigation, canonicals, and sitemaps to the final destination\nELSE leave the graph unchanged"}],"tables":[]},{"heading":"GRF-012 — Measure paths, not link counts alone","depth":3,"anchor":"grf-012-measure-paths-not-link-counts-alone","path":["04 — IF / ELSE / AND / OR SEO Rulebook","7. Internal Graph and Architecture","GRF-012 — Measure paths, not link counts alone"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline","**Primary metric:** graph-assisted value","**Guardrail:** correlation mistaken for causation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF internal linking is evaluated\nTHEN measure discovery, depth, target visibility, task progression, and conversion paths\nELSE use raw link counts only as diagnostics"}],"tables":[]},{"heading":"8. External Authority and Earned Evidence","depth":2,"anchor":"8-external-authority-and-earned-evidence","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"AUT-001 — Evaluate link quality multidimensionally","depth":3,"anchor":"aut-001-evaluate-link-quality-multidimensionally","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-001 — Evaluate link quality multidimensionally"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** qualified retained referring domains","**Guardrail:** spam and paid-link risk","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an external link opportunity is considered\nTHEN evaluate relevance, editorial independence, source credibility, placement, uniqueness, and persistence\nELSE reject or deprioritize the opportunity"}],"tables":[]},{"heading":"AUT-002 — Create a linkable reason","depth":3,"anchor":"aut-002-create-a-linkable-reason","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-002 — Create a linkable reason"],"prose":["**Operators:** IF · AND · NOT · THEN · ELSE · OR","**LAKA level(s):** Major, Paradigm","**Primary metric:** placement rate","**Guardrail:** misleading claims","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF outreach asks for attention without a concrete user benefit\nTHEN build or identify data, utility, evidence, correction, visualization, or unique reference value\nELSE lead with the existing value"}],"tables":[]},{"heading":"AUT-003 — Support difficult commercial targets","depth":3,"anchor":"aut-003-support-difficult-commercial-targets","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-003 — Support difficult commercial targets"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** assisted target-page visibility","**Guardrail:** manipulative intermediary pages","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the target commercial page is unlikely to earn independent citations\nTHEN earn links to a relevant useful asset and connect it to the target OR improve the target’s reference value\nELSE promote the target directly"}],"tables":[]},{"heading":"AUT-004 — Reject manipulative placements","depth":3,"anchor":"aut-004-reject-manipulative-placements","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-004 — Reject manipulative placements"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** policy-compliant placement rate","**Guardrail:** manual actions, reputation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a link requires deception, irrelevant insertion, undisclosed payment, or policy violation\nTHEN reject it\nELSE proceed with transparent editorial or appropriately attributed placement"}],"tables":[]},{"heading":"AUT-005 — Prefer unique relevant domains","depth":3,"anchor":"aut-005-prefer-unique-relevant-domains","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-005 — Prefer unique relevant domains"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** qualified unique referring domains","**Guardrail:** diversity for its own sake","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF many links come repeatedly from the same source while relevant independent sources are available\nTHEN diversify outreach toward unique relevant domains\nELSE deepen the useful relationship without treating every link as independent authority"}],"tables":[]},{"heading":"AUT-006 — Prefer contextual editorial placement","depth":3,"anchor":"aut-006-prefer-contextual-editorial-placement","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-006 — Prefer contextual editorial placement"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** contextual placement share","**Guardrail:** sponsorship disclosure","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a link can appear in a useful body context or only in a repeated footer/sidebar\nTHEN prefer the contextual editorial placement\nELSE treat repeated placement as lower-confidence evidence"}],"tables":[]},{"heading":"AUT-007 — Use tool metrics as proxies","depth":3,"anchor":"aut-007-use-tool-metrics-as-proxies","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-007 — Use tool metrics as proxies"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** proxy-to-outcome calibration","**Guardrail:** cross-tool comparisons","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF DA, DR, UR, PA, traffic estimates, or difficulty scores are used\nTHEN treat them as vendor-specific diagnostics and compare within one system\nELSE use direct observations where available"}],"tables":[]},{"heading":"AUT-008 — Investigate lost evidence","depth":3,"anchor":"aut-008-investigate-lost-evidence","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-008 — Investigate lost evidence"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** valuable-link recovery rate","**Guardrail:** harassing outreach","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a valuable relevant link or mention disappears\nTHEN classify cause and recover only when the source relationship and user value remain valid\nELSE record normal churn"}],"tables":[]},{"heading":"AUT-009 — Measure brand demand effects","depth":3,"anchor":"aut-009-measure-brand-demand-effects","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-009 — Measure brand demand effects"],"prose":["**Operators:** IF · AND · NOT · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** incremental branded demand","**Guardrail:** campaign overlap","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF earned media or authoritative mentions may increase awareness without direct referral clicks\nTHEN track branded queries, direct visits, assisted conversions, and target visibility\nELSE measure direct referral and link effects"}],"tables":[]},{"heading":"AUT-010 — Segment outreach by relationship","depth":3,"anchor":"aut-010-segment-outreach-by-relationship","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-010 — Segment outreach by relationship"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** positive reply and placement rate by segment","**Guardrail:** automation quality","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF prospects differ by audience, reason to care, or editorial context\nTHEN create distinct outreach propositions and evidence packages\nELSE use one aligned proposition"}],"tables":[]},{"heading":"AUT-011 — Compound original research","depth":3,"anchor":"aut-011-compound-original-research","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-011 — Compound original research"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Structural, Paradigm","**Primary metric:** research-attributed links and value","**Guardrail:** methodology drift","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF original data or a benchmark performs well\nTHEN refresh it, expose methodology, create reusable views, and connect related clusters\nELSE treat it as a one-time asset"}],"tables":[]},{"heading":"AUT-012 — Judge authority by target outcomes","depth":3,"anchor":"aut-012-judge-authority-by-target-outcomes","path":["04 — IF / ELSE / AND / OR SEO Rulebook","8. External Authority and Earned Evidence","AUT-012 — Judge authority by target outcomes"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline, Major","**Primary metric:** incremental target-cluster visibility and value","**Guardrail:** over-attribution","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF links or mentions increase but the target cluster does not improve\nTHEN inspect relevance, target selection, indexing, content fit, and time lag\nELSE continue scaling the validated authority mechanism"}],"tables":[]},{"heading":"9. Technical Eligibility","depth":2,"anchor":"9-technical-eligibility","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"TEC-001 — Require public accessibility","depth":3,"anchor":"tec-001-require-public-accessibility","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-001 — Require public accessibility"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline, Structural","**Primary metric:** accessible-priority-URL rate","**Guardrail:** private or sensitive exposure","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a page is intended for search visibility\nTHEN ensure users and permitted crawlers can request its essential content\nELSE exclude it intentionally"}],"tables":[]},{"heading":"TEC-002 — Use correct response states","depth":3,"anchor":"tec-002-use-correct-response-states","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-002 — Use correct response states"],"prose":["**Operators:** IF · THEN · ELSE · OR","**LAKA level(s):** Structural","**Primary metric:** correct-status rate","**Guardrail:** soft 404s","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a canonical page is healthy and available\nTHEN return a successful response; use redirects, not-found, or server errors only for their true states\nELSE repair the response logic"}],"tables":[]},{"heading":"TEC-003 — Validate rendered main content","depth":3,"anchor":"tec-003-validate-rendered-main-content","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-003 — Validate rendered main content"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** rendered-content parity","**Guardrail:** hydration and blocked-resource errors","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF essential content or links depend on JavaScript\nTHEN inspect rendered output and ensure resources are accessible\nELSE use the server-delivered content"}],"tables":[]},{"heading":"TEC-004 — Separate crawling from indexing controls","depth":3,"anchor":"tec-004-separate-crawling-from-indexing-controls","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-004 — Separate crawling from indexing controls"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** intended index-state accuracy","**Guardrail:** content leakage","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the goal is to keep a page out of search results\nTHEN use an appropriate noindex, authentication, removal, redirect, or deletion method\nELSE use robots.txt only to manage crawler requests, not as a deindex guarantee"}],"tables":[]},{"heading":"TEC-005 — Maintain canonical coherence","depth":3,"anchor":"tec-005-maintain-canonical-coherence","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-005 — Maintain canonical coherence"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** canonical agreement","**Guardrail:** canonical chains","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF multiple URLs represent substantially the same content\nTHEN select a preferred URL and align canonical, redirects where appropriate, links, and sitemap signals\nELSE self-canonicalize the unique asset where useful"}],"tables":[]},{"heading":"TEC-006 — Keep sitemaps canonical and current","depth":3,"anchor":"tec-006-keep-sitemaps-canonical-and-current","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-006 — Keep sitemaps canonical and current"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** valid canonical sitemap coverage","**Guardrail:** misleading lastmod","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a URL is important, canonical, and intended for indexing\nTHEN include its clean URL and accurate modification state in the sitemap\nELSE exclude noncanonical, redirected, error, or intentionally nonindexed URLs"}],"tables":[]},{"heading":"TEC-007 — Redirect to the closest valid successor","depth":3,"anchor":"tec-007-redirect-to-the-closest-valid-successor","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-007 — Redirect to the closest valid successor"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** direct permanent-redirect accuracy","**Guardrail:** chains, loops, irrelevant redirects","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a URL permanently moves or is consolidated\nTHEN redirect directly to the most relevant final destination and update internal references\nELSE serve the existing URL"}],"tables":[]},{"heading":"TEC-008 — Treat not-found pages intentionally","depth":3,"anchor":"tec-008-treat-not-found-pages-intentionally","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-008 — Treat not-found pages intentionally"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** soft-404 rate","**Guardrail:** lost valuable links","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a resource no longer exists and has no valid replacement\nTHEN return a real not-found state with helpful navigation\nELSE redirect only when a genuine equivalent exists"}],"tables":[]},{"heading":"TEC-009 — Control faceted and parameter volume","depth":3,"anchor":"tec-009-control-faceted-and-parameter-volume","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-009 — Control faceted and parameter volume"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Structural","**Primary metric:** valuable-crawl share","**Guardrail:** index explosion","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF filters, sorting, search, tracking, or session parameters create many near-duplicate URLs\nTHEN define crawl, canonical, link, and index rules by facet value\nELSE allow unique valuable combinations"}],"tables":[]},{"heading":"TEC-010 — Preserve content parity","depth":3,"anchor":"tec-010-preserve-content-parity","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-010 — Preserve content parity"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** version parity","**Guardrail:** cloaking-like mismatches","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF mobile, desktop, locale, or rendered versions differ\nTHEN ensure essential content, metadata, structured data, and links remain equivalent where they should\nELSE document intentional differences"}],"tables":[]},{"heading":"TEC-011 — Prioritize real-user performance","depth":3,"anchor":"tec-011-prioritize-real-user-performance","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-011 — Prioritize real-user performance"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Structural","**Primary metric:** good-CWV exposure and task value","**Guardrail:** functionality regression","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF field performance or business outcomes show latency, instability, or interaction problems\nTHEN fix the highest-exposure causes and measure Core Web Vitals plus conversion/task outcomes\nELSE repair only obvious low-cost issues and avoid score chasing"}],"tables":[]},{"heading":"TEC-012 — Scale crawl work to site size and change rate","depth":3,"anchor":"tec-012-scale-crawl-work-to-site-size-and-change-rate","path":["04 — IF / ELSE / AND / OR SEO Rulebook","9. Technical Eligibility","TEC-012 — Scale crawl work to site size and change rate"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** valuable indexed URLs per crawl/resource unit","**Guardrail:** technical work without business case","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the site is very large, rapidly changing, or shows crawl/index waste\nTHEN invest in crawl-path, logs, facets, and index-quality optimization\nELSE use a lighter periodic technical audit"}],"tables":[]},{"heading":"10. Conversion and Experience","depth":2,"anchor":"10-conversion-and-experience","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"CVR-001 — Complete the search task before selling","depth":3,"anchor":"cvr-001-complete-the-search-task-before-selling","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-001 — Complete the search task before selling"],"prose":["**Operators:** IF · BEFORE · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** task completion then conversion","**Guardrail:** reduced qualified action","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the page asks for conversion before delivering the promised answer\nTHEN front-load useful task completion and place the offer at a logical transition\nELSE retain the aligned conversion path"}],"tables":[]},{"heading":"CVR-002 — Match nudge to journey state","depth":3,"anchor":"cvr-002-match-nudge-to-journey-state","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-002 — Match nudge to journey state"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** next-state conversion rate","**Guardrail:** lead quality","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the next action is not adjacent to the user’s current state\nTHEN choose a lower-friction or more relevant action\nELSE measure the existing transition"}],"tables":[]},{"heading":"CVR-003 — Optimize speed for outcomes","depth":3,"anchor":"cvr-003-optimize-speed-for-outcomes","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-003 — Optimize speed for outcomes"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Structural","**Primary metric:** conversion and task completion by performance band","**Guardrail:** broken features","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF slow or unstable experience correlates with abandonment or conversion loss\nTHEN fix the responsible bottleneck and validate field/user outcomes\nELSE do not pursue a perfect tool score solely for ranking"}],"tables":[]},{"heading":"CVR-004 — Reduce form friction selectively","depth":3,"anchor":"cvr-004-reduce-form-friction-selectively","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-004 — Reduce form friction selectively"],"prose":["**Operators:** IF · AND · THEN · ELSE · OR","**LAKA level(s):** Minor, Major","**Primary metric:** qualified form completion","**Guardrail:** unqualified volume","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF form abandonment is high AND removed fields are not needed for qualification or routing\nTHEN shorten, stage, or clarify the form\nELSE retain fields and improve explanation"}],"tables":[]},{"heading":"CVR-005 — Optimize for lead quality","depth":3,"anchor":"cvr-005-optimize-for-lead-quality","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-005 — Optimize for lead quality"],"prose":["**Operators:** IF · AND · OR · THEN · ELSE","**LAKA level(s):** Major, Structural","**Primary metric:** sales-accepted organic leads","**Guardrail:** total pipeline","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF lead count rises while acceptance, close rate, or margin falls\nTHEN tighten intent, promise, qualification, or routing\nELSE scale the validated acquisition path"}],"tables":[]},{"heading":"CVR-006 — Test CTA propositions, not colors alone","depth":3,"anchor":"cvr-006-test-cta-propositions-not-colors-alone","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-006 — Test CTA propositions, not colors alone"],"prose":["**Operators:** IF · THEN · ELSE · BEFORE","**LAKA level(s):** Minor, Major","**Primary metric:** qualified CTA conversion","**Guardrail:** misleading claims","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a CTA underperforms\nTHEN test task relevance, value, risk, evidence, commitment, placement, and wording before cosmetic variables\nELSE retain and scale it"}],"tables":[]},{"heading":"CVR-007 — Place trust at the decision point","depth":3,"anchor":"cvr-007-place-trust-at-the-decision-point","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-007 — Place trust at the decision point"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** decision completion rate","**Guardrail:** privacy and disclosure","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF users hesitate because scope, proof, identity, terms, price, or risk is unclear\nTHEN place relevant evidence and clarification near the decision\nELSE avoid repetitive trust decoration"}],"tables":[]},{"heading":"CVR-008 — Avoid premature hard selling","depth":3,"anchor":"cvr-008-avoid-premature-hard-selling","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-008 — Avoid premature hard selling"],"prose":["**Operators:** IF · AND · THEN · ELSE · OR","**LAKA level(s):** Major","**Primary metric:** assisted qualified progression","**Guardrail:** unsubscribe, bounce","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the query is early-stage and commercial pressure harms task satisfaction\nTHEN use a useful soft transition such as a related guide, tool, save, or diagnostic\nELSE present the proportional commercial action"}],"tables":[]},{"heading":"CVR-009 — Design retention paths","depth":3,"anchor":"cvr-009-design-retention-paths","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-009 — Design retention paths"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** retention/expansion event value","**Guardrail:** support escalation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the organic visitor is an existing customer or user\nTHEN route to successful use, support, renewal, expansion, or advocacy\nELSE route prospects toward acquisition"}],"tables":[]},{"heading":"CVR-010 — Measure satisfaction with task-specific events","depth":3,"anchor":"cvr-010-measure-satisfaction-with-task-specific-events","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-010 — Measure satisfaction with task-specific events"],"prose":["**Operators:** IF · THEN · ELSE · OR","**LAKA level(s):** Structural","**Primary metric:** task completion rate","**Guardrail:** event inflation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF generic engagement metrics cannot show whether the task was completed\nTHEN instrument meaningful events such as calculator completion, comparison use, download, copy, or successful route\nELSE use the existing task event"}],"tables":[]},{"heading":"CVR-011 — Preserve message continuity","depth":3,"anchor":"cvr-011-preserve-message-continuity","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-011 — Preserve message continuity"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** promise-to-close continuity","**Guardrail:** overly narrow messaging","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the search promise, landing answer, CTA, and sales follow-up describe different outcomes\nTHEN align the chain around one user task and offer\nELSE retain the coherent journey"}],"tables":[]},{"heading":"CVR-012 — Protect user and brand guardrails","depth":3,"anchor":"cvr-012-protect-user-and-brand-guardrails","path":["04 — IF / ELSE / AND / OR SEO Rulebook","10. Conversion and Experience","CVR-012 — Protect user and brand guardrails"],"prose":["**Operators:** IF · AND · OR · THEN · ELSE","**LAKA level(s):** Minor, Major","**Primary metric:** guardrail-adjusted conversion value","**Guardrail:** dark patterns","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a conversion intervention increases action but also complaints, refunds, low-quality leads, or distrust\nTHEN revert, constrain, or redesign the intervention\nELSE continue while guardrails stay within tolerance"}],"tables":[]},{"heading":"11. Measurement and Experimentation","depth":2,"anchor":"11-measurement-and-experimentation","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"EXP-001 — Require a mechanism hypothesis","depth":3,"anchor":"exp-001-require-a-mechanism-hypothesis","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-001 — Require a mechanism hypothesis"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** hypothesis completeness","**Guardrail:** post-hoc storytelling","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an intervention has no stated reason it should affect an outcome\nTHEN write an object → action → mechanism → outcome hypothesis\nELSE execute the stated hypothesis"}],"tables":[]},{"heading":"EXP-002 — Capture a baseline","depth":3,"anchor":"exp-002-capture-a-baseline","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-002 — Capture a baseline"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline","**Primary metric:** baseline completeness","**Guardrail:** seasonal distortion","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a change is about to be implemented\nTHEN record pre-change performance, context, exposure, and data quality\nELSE do not claim incremental effect"}],"tables":[]},{"heading":"EXP-003 — Use a change ledger","depth":3,"anchor":"exp-003-use-a-change-ledger","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-003 — Use a change ledger"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Structural","**Primary metric:** change attribution coverage","**Guardrail:** logging overhead","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF any SEO-relevant production change occurs\nTHEN assign a change ID, owner, scope, time, expected mechanism, and rollback state\nELSE retain the previous ledger"}],"tables":[]},{"heading":"EXP-004 — Choose one primary metric","depth":3,"anchor":"exp-004-choose-one-primary-metric","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-004 — Choose one primary metric"],"prose":["**Operators:** IF · THEN · ELSE · EXACTLY_ONE","**LAKA level(s):** Baseline","**Primary metric:** decision consistency","**Guardrail:** metric cherry-picking","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF an experiment has many possible success metrics\nTHEN select one primary decision metric and label others secondary or guardrail\nELSE use the aligned primary metric"}],"tables":[]},{"heading":"EXP-005 — Set guardrails before launch","depth":3,"anchor":"exp-005-set-guardrails-before-launch","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-005 — Set guardrails before launch"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Baseline","**Primary metric:** guardrail breach rate","**Guardrail:** unobserved harm","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a change can improve the primary metric while harming quality, accessibility, revenue, or trust\nTHEN define guardrail thresholds and rollback behavior\nELSE use standard site guardrails"}],"tables":[]},{"heading":"EXP-006 — Use controls when feasible","depth":3,"anchor":"exp-006-use-controls-when-feasible","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-006 — Use controls when feasible"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** estimated incremental lift","**Guardrail:** control contamination","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF comparable untreated pages, clusters, regions, or time periods exist\nTHEN use a control or difference-in-differences design\nELSE use interrupted time series with explicit limitations"}],"tables":[]},{"heading":"EXP-007 — Account for seasonality and external events","depth":3,"anchor":"exp-007-account-for-seasonality-and-external-events","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-007 — Account for seasonality and external events"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** context-adjusted lift","**Guardrail:** overfitting","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF demand, algorithms, campaigns, news, inventory, or holidays can affect the outcome\nTHEN annotate and model those factors before attributing change\nELSE use the stable comparison"}],"tables":[]},{"heading":"EXP-008 — Represent uncertainty","depth":3,"anchor":"exp-008-represent-uncertainty","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-008 — Represent uncertainty"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** estimate uncertainty","**Guardrail:** false precision","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF sample size is small, variance is high, or exposure is incomplete\nTHEN report ranges, confidence, and directional evidence\nELSE report the stable estimate"}],"tables":[]},{"heading":"EXP-009 — Allow processing and learning time","depth":3,"anchor":"exp-009-allow-processing-and-learning-time","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-009 — Allow processing and learning time"],"prose":["**Operators:** IF · OR · THEN · ELSE · UNTIL","**LAKA level(s):** Baseline","**Primary metric:** minimum-exposure completion","**Guardrail:** indefinite waiting","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a change has not had enough crawl, index, ranking, or behavioral exposure\nTHEN continue observation until the predefined minimum exposure or stop condition\nELSE make the decision"}],"tables":[]},{"heading":"EXP-010 — Distinguish single-variable and package tests","depth":3,"anchor":"exp-010-distinguish-single-variable-and-package-tests","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-010 — Distinguish single-variable and package tests"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Minor, Major, Structural","**Primary metric:** attribution confidence","**Guardrail:** slow recovery","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF several material variables change together\nTHEN classify the intervention as a package test OR separate variables for causal learning\nELSE treat it as a focused test"}],"tables":[]},{"heading":"EXP-011 — Escalate by diagnosed mechanism","depth":3,"anchor":"exp-011-escalate-by-diagnosed-mechanism","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-011 — Escalate by diagnosed mechanism"],"prose":["**Operators:** IF · THEN · ELSE · OR","**LAKA level(s):** Minor, Major, Structural, Paradigm","**Primary metric:** value gained per escalation","**Guardrail:** unnecessary redesign","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a lower-level LAKA intervention fails\nTHEN re-diagnose and move to Major, Structural, or Paradigm only when the failure mechanism requires it\nELSE retain or scale the successful level"}],"tables":[]},{"heading":"EXP-012 — Use explicit continue/revise/revert/retire decisions","depth":3,"anchor":"exp-012-use-explicit-continue-revise-revert-retire-decisions","path":["04 — IF / ELSE / AND / OR SEO Rulebook","11. Measurement and Experimentation","EXP-012 — Use explicit continue/revise/revert/retire decisions"],"prose":["**Operators:** IF · AND · THEN · ELSE · XOR","**LAKA level(s):** Baseline","**Primary metric:** decision closure rate","**Guardrail:** zombie experiments","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a review point is reached\nTHEN choose exactly one decision based on primary metric, guardrails, cost, and confidence\nELSE continue observation only under a predefined uncertainty rule"}],"tables":[]},{"heading":"12. Generative Search, Scale, and Governance","depth":2,"anchor":"12-generative-search-scale-and-governance","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"GOV-001 — Keep foundational SEO as the base","depth":3,"anchor":"gov-001-keep-foundational-seo-as-the-base","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-001 — Keep foundational SEO as the base"],"prose":["**Operators:** IF · AND · THEN · ELSE","**LAKA level(s):** Baseline, Structural","**Primary metric:** search and generative visibility value","**Guardrail:** channel-specific hacks","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF the goal includes visibility in generative search experiences\nTHEN apply the same valuable-content, crawlability, indexability, and search-quality foundations\nELSE apply normal search foundations"}],"tables":[]},{"heading":"GOV-002 — Do not depend on llms.txt for Google Search","depth":3,"anchor":"gov-002-do-not-depend-on-llms-txt-for-google-search","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-002 — Do not depend on llms.txt for Google Search"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Baseline","**Primary metric:** eligible indexed coverage","**Guardrail:** maintenance distraction","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a proposal claims a special AI text file is required for Google visibility\nTHEN reject the requirement and prioritize public crawlable indexable content\nELSE maintain such a file only for a separate system that explicitly uses it"}],"tables":[]},{"heading":"GOV-003 — Do not chunk content mechanically","depth":3,"anchor":"gov-003-do-not-chunk-content-mechanically","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-003 — Do not chunk content mechanically"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Major","**Primary metric:** task completion and retrieval coverage","**Guardrail:** fragmentation","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF content is being split only because an AI system is assumed to need tiny sections\nTHEN organize by human task, readability, and information structure\nELSE retain useful natural sections"}],"tables":[]},{"heading":"GOV-004 — Use query fan-out as a research map","depth":3,"anchor":"gov-004-use-query-fan-out-as-a-research-map","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-004 — Use query fan-out as a research map"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Major, Structural","**Primary metric:** fan-out information coverage","**Guardrail:** one-page-per-query expansion","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a broad request implies related information needs\nTHEN map prerequisite, comparison, evidence, and follow-up needs across the cluster graph\nELSE use the direct task map"}],"tables":[]},{"heading":"GOV-005 — Block scaled content abuse","depth":3,"anchor":"gov-005-block-scaled-content-abuse","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-005 — Block scaled content abuse"],"prose":["**Operators:** IF · AND · NOT · THEN · ELSE","**LAKA level(s):** Structural, Paradigm","**Primary metric:** unique useful asset rate","**Guardrail:** spam-policy exposure","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF content volume is generated primarily to manipulate rankings or AI responses without distinct user value\nTHEN stop publication and redesign the system\nELSE continue only with row-level utility, accuracy, and governance"}],"tables":[]},{"heading":"GOV-006 — Measure generative visibility directly","depth":3,"anchor":"gov-006-measure-generative-visibility-directly","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-006 — Measure generative visibility directly"],"prose":["**Operators:** IF · THEN · ELSE · AND","**LAKA level(s):** Baseline, Structural","**Primary metric:** generative-search qualified value","**Guardrail:** reporting coverage","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF Search Console or another first-party surface provides generative-search reporting\nTHEN track it as a distinct search appearance and connect it to downstream value\nELSE use broader search and referral diagnostics with limitations"}],"tables":[]},{"heading":"GOV-007 — Do not invent AI-specific schema","depth":3,"anchor":"gov-007-do-not-invent-ai-specific-schema","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-007 — Do not invent AI-specific schema"],"prose":["**Operators:** IF · THEN · ELSE","**LAKA level(s):** Baseline, Structural","**Primary metric:** valid supported markup","**Guardrail:** markup abuse","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a proposal adds unsupported structured data solely for generative visibility\nTHEN reject it; use supported structured data only when it matches visible content\nELSE validate the applicable markup"}],"tables":[]},{"heading":"GOV-008 — Prepare for agentic use through usability","depth":3,"anchor":"gov-008-prepare-for-agentic-use-through-usability","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-008 — Prepare for agentic use through usability"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Structural, Paradigm","**Primary metric:** successful task completion by automated/assistive clients","**Guardrail:** security and consent","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF browser agents or assistive systems need to interpret and operate the site\nTHEN improve semantic controls, labels, accessible structure, clear states, and stable data\nELSE retain the usable human-facing implementation"}],"tables":[]},{"heading":"GOV-009 — Expose freshness and provenance","depth":3,"anchor":"gov-009-expose-freshness-and-provenance","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-009 — Expose freshness and provenance"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Major","**Primary metric:** freshness/provenance completeness","**Guardrail:** false recency","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF data may change or be reused in generated answers\nTHEN show dates, methodology, sources, ownership, and update state where useful\nELSE omit unnecessary metadata"}],"tables":[]},{"heading":"GOV-010 — Constrain programmatic expansion","depth":3,"anchor":"gov-010-constrain-programmatic-expansion","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-010 — Constrain programmatic expansion"],"prose":["**Operators:** IF · OR · THEN · ELSE","**LAKA level(s):** Structural","**Primary metric:** maintained useful-page rate","**Guardrail:** index and maintenance debt","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF candidate combinations exceed quality or maintenance capacity\nTHEN raise gates, consolidate, stage release, or automate verified data maintenance\nELSE publish within capacity"}],"tables":[]},{"heading":"GOV-011 — Protect privacy, consent, and sensitive data","depth":3,"anchor":"gov-011-protect-privacy-consent-and-sensitive-data","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-011 — Protect privacy, consent, and sensitive data"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Structural","**Primary metric:** governance compliance","**Guardrail:** privacy harm","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF volumetric generation or personalization uses personal, confidential, licensed, or restricted data\nTHEN minimize data, obtain rights/consent, secure access, and exclude unsafe outputs\nELSE use public or owned permissible data"}],"tables":[]},{"heading":"GOV-012 — Pursue paradigm assets selectively","depth":3,"anchor":"gov-012-pursue-paradigm-assets-selectively","path":["04 — IF / ELSE / AND / OR SEO Rulebook","12. Generative Search, Scale, and Governance","GOV-012 — Pursue paradigm assets selectively"],"prose":["**Operators:** IF · OR · THEN · ELSE · AND","**LAKA level(s):** Paradigm","**Primary metric:** new-demand and incremental value creation","**Guardrail:** build cost, adoption risk","**Reason:** Makes the decision explicit, measurable, and reversible where possible."],"bullets":[],"blocks":[{"lang":"text","code":"IF a new tool, dataset, benchmark, diagnostic, or agent can complete the task far better than existing result classes\nTHEN run a bounded paradigm experiment with a defensibility and maintenance plan\nELSE improve the current asset class"}],"tables":[]},{"heading":"Composite decision programs","depth":2,"anchor":"composite-decision-programs","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Composite decision programs"],"prose":[],"bullets":[],"blocks":[],"tables":[]},{"heading":"Program A — Should a new page exist?","depth":3,"anchor":"program-a-should-a-new-page-exist","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Composite decision programs","Program A — Should a new page exist?"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"IF observed_or_defensible_demand\nAND distinct_task\nAND one_canonical_role\nAND meaningful_information_advantage\nAND business_or_strategic_value\nAND maintainable_accuracy\nAND technical_feasibility\nAND measurable_outcome\nTHEN approve page specification\nELSE:\n    merge into existing page\n    OR create a section\n    OR retain as research\n    OR reject"}],"tables":[]},{"heading":"Program B — Should two pages merge?","depth":3,"anchor":"program-b-should-two-pages-merge","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Composite decision programs","Program B — Should two pages merge?"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"IF same_sense\nAND same_dominant_task\nAND substantial_query_overlap\nAND combined_answer_improves_user_value\nAND migration_risk_is_acceptable\nTHEN:\n    choose winner\n    merge best information\n    redirect loser\n    update internal links\n    update sitemap\n    observe retained value\nELSE:\n    clarify separate intents\n    OR reposition weaker page"}],"tables":[]},{"heading":"Program C — What should be fixed first?","depth":3,"anchor":"program-c-what-should-be-fixed-first","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Composite decision programs","Program C — What should be fixed first?"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"IF measurement_is_unreliable\nTHEN fix measurement\nELSE IF priority_asset_is_ineligible\nTHEN fix technical eligibility\nELSE IF existing_asset_has_high_value_gap\nTHEN optimize existing asset\nELSE IF canonical_ownership_is_confused\nTHEN consolidate or restructure\nELSE IF information_product_is_inferior\nTHEN improve content, evidence, or format\nELSE IF authority_gap_is_material\nTHEN build independent evidence and promotion\nELSE create the highest-scoring new asset"}],"tables":[]},{"heading":"Program D — LAKA escalation","depth":3,"anchor":"program-d-laka-escalation","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Composite decision programs","Program D — LAKA escalation"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"START Baseline\n\nIF failure is presentation-level\nTHEN Minor\nELSE IF failure is answer/evidence/format-level\nTHEN Major\nELSE IF failure spans pages, templates, graph, or data systems\nTHEN Structural\nELSE IF the current solution class cannot satisfy the opportunity\nTHEN Paradigm\nELSE stop or monitor"}],"tables":[]},{"heading":"Program E — Volumetric scale permission","depth":3,"anchor":"program-e-volumetric-scale-permission","path":["04 — IF / ELSE / AND / OR SEO Rulebook","Composite decision programs","Program E — Volumetric scale permission"],"prose":[],"bullets":[],"blocks":[{"lang":"text","code":"FOR EACH candidate combination:\n    IF distinct_task\n    AND unique_or_verified_data\n    AND useful_output\n    AND canonical_role\n    AND maintenance_owner\n    AND measurable_value\n    THEN allow staged generation\n    ELSE consolidate, filter, or suppress\n\nUNTIL:\n    marginal_value < marginal_cost\n    OR quality_guardrail fails\n    OR maintenance_capacity is reached"}],"tables":[]}]}