{"id":1777,"slug":"nestle-82-percent-ctr-rich-results-ring-fenced","title":"Nestlé 82% higher CTR on rich-results pages — Google's own documentation, attributed to one named company; RING-FENCED, never present as typical","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["editorial-discipline","rich-results-eligibility"],"reference_body":"**Claim (verbatim from Google):** \"Nestlé has measured pages that show as rich results in search have an 82% higher click through rate than non-rich result pages.\"\n\n**Source:** Google Search Central, \"Intro to How Structured Data Markup Works,\" last updated 2025-12-10.\n\n**Confidence:** Single-source — a single named company's self-measurement quoted by Google. Google does not link a fuller Nestlé case study from this line.\n\n**RING-FENCING DIRECTIVE:** Use only as \"one company reported.\" **Never** present as a typical or expected result. **Never** generalise to \"structured data lifts CTR by 82%.\" See [[rule-do-not-generalise-nestle-82-percent]].\n\n**Why this matters for Candid:** This is the only \"clean\" CTR figure available — and it is exactly the figure most likely to get laundered into vendor sales decks as a universal multiplier. Quarantining its scope is editorial discipline. Pair with [[google-rich-results-eligibility-not-guarantee]] — Google itself says structured data is not a ranking factor and even correct markup does not guarantee rich results.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"google-structured-data-mechanism-recipe-example","title":"Google Search Central — structured data labels each individual element so users can search by ingredient, calorie count, cook time","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"google-rich-results-eligibility-not-guarantee","title":"Google Search Central — structured data produces eligibility, not a guarantee; does not guarantee rich results even with correct markup","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"rule-do-not-generalise-nestle-82-percent","title":"R4 — Do NOT generalise the Nestlé 82% CTR figure; it is one company's self-measurement, never present as typical","kind":"rule","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-searchable-structured-catalogue-working-tool-june-2026","title":"Research brief: the searchable, structured catalogue as a working tool — when records-not-prose pays off (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"caveats-searchable-catalogue-no-isolated-study-vendor-skip-thresholds","title":"Caveats for the searchable-catalogue brief: no study isolates catalogues as a variable; vendor-sourced skip thresholds; Baymard age; AI-eligibility under-sourced","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"quarantine-vendor-structured-data-ctr-and-ai-multipliers","title":"QUARANTINE — \"Pages with structured data earn 35% higher CTR\" / \"2.5x higher chance of appearing in AI answers\" / \"40% more AI Overview appearances\"","kind":"research-notes","scope":"business","link_type":"relates-to"},{"slug":"rule-do-not-generalise-nestle-82-percent","title":"R4 — Do NOT generalise the Nestlé 82% CTR figure; it is one company's self-measurement, never present as typical","kind":"rule","scope":"business","link_type":"depends-on"},{"slug":"rule-quarantine-vendor-ctr-multipliers","title":"R6 — Quarantine vendor CTR / AI-citation multipliers; the only clean primary figure (Nestlé 82%) is single-company and ring-fenced","kind":"rule","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-21T13:17:12.679Z","updated_at":"2026-06-21T13:17:12.679Z"}