ONP-012 · On-page and Search Appearance

Adjust CTR expectations

• Baseline
• IF
• AND
• THEN
• ELSE

The decision

• IF
  • CTR is evaluated
• THEN
  • control for position, device, country, brand status, query class, and search appearance
• ELSE
  • do not use a universal CTR threshold

Primary metric

CTR residual

Guardrail

low sample size

Reason

Makes the decision explicit, measurable, and reversible where possible.

LAKA levels

• Baseline

Operators

• IF
• AND
• THEN
• ELSE

Governs gates

none directly

Source

04-IF-ELSE-AND-OR-RULEBOOK.md — ONP-012 — Adjust CTR expectations

The other eleven rules in On-page and Search Appearance

• ONP-001 Align the title with the task IF the title does not clearly identify the page’s dominant task or value Minor
• ONP-002 Use unique titles for unique canonicals IF two intended indexable canonical pages use materially duplicate titles Minor
• ONP-003 Measure title changes causally IF a title or snippet is changed Minor
• ONP-004 Write descriptions for decision support IF the result snippet can help users determine relevance Minor
• ONP-005 Use headings as answer architecture IF the task has stages, criteria, subquestions, or choices Major
• ONP-006 Write natural body language IF required concepts, entities, attributes, and relations are missing Major
• ONP-007 Reject keyword stuffing IF repetition exists primarily to influence ranking rather than aid comprehension Minor
• ONP-008 Describe meaningful images IF an image communicates information or functions as a link/control Minor
• ONP-009 Optimize new URLs, protect old ones IF a page has not launched Minor
• ONP-010 Use structured data only when applicable IF a supported structured-data type accurately represents visible page content Major
• ONP-011 Measure rich-result realization IF structured data validates successfully Baseline