{"id":"BIZ-002","area":"Business Value","title":"Traffic is diagnostic, not the north star","if":"organic traffic increases AND qualified conversions or margin do not","then":"diagnose intent quality, audience fit, next-action continuity, and attribution","else":"continue scaling only while downstream value and guardrails remain healthy","operators":["IF","AND","THEN","ELSE"],"laka_levels":["Baseline","Major"],"primary_metric":"incremental organic contribution margin","guardrails":"lead quality, sales capacity, refund rate","rationale":"Makes the decision explicit, measurable, and reversible where possible.","prefix":"BIZ","area_slug":"business-value","source":{"document":"04","file":"04-IF-ELSE-AND-OR-RULEBOOK.md","heading":"BIZ-002 — Traffic is diagnostic, not the north star","anchor":"biz-002-traffic-is-diagnostic-not-the-north-star"},"sentence":"IF organic traffic increases AND qualified conversions or margin do not THEN diagnose intent quality, audience fit, next-action continuity, and attribution ELSE continue scaling only while downstream value and guardrails remain healthy","area_detail":{"name":"Business Value","slug":"business-value","prefix":"BIZ","count":12},"governs_gates":["demand","business_value"],"precedence":["safety_law_privacy_policy","user_value_and_accuracy","technical_eligibility_and_canonical_correctness","business_value_and_constraints","intent_fit_and_information_quality","measurement_and_learning","efficiency_and_scale","cosmetic_optimization"],"neighbours":["BIZ-001","BIZ-003","BIZ-004","BIZ-005","BIZ-006","BIZ-007","BIZ-008","BIZ-009","BIZ-010","BIZ-011","BIZ-012"],"levels":[{"id":"baseline","name":"Baseline","definition":"The system is observed without changing its structure.","examples":["OBJECT: existing query, page, cluster, or site","ACTION: measure, inventory, classify","OUTCOME: trustworthy baseline"],"rule_count":49,"source":{"document":"01","file":"01-SEO-LAKA-GRAMMAR.md","heading":"10.1 Baseline"}},{"id":"major","name":"Major","definition":"The document or campaign is substantially improved, but its role remains stable.","examples":["Examples:","rewrite the page","add original evidence","change format from prose to comparison table","build a video or calculator into the page","consolidate weak sections","launch a focused outreach campaign"],"rule_count":53,"source":{"document":"01","file":"01-SEO-LAKA-GRAMMAR.md","heading":"10.3 Major change"}}]}