Everything You Need to Know About Google's Page Layout Algorithm

 This article goes into the entire history of Google's 'above the fold' page layout algorithm, how it's changed over time, and what it all means now.

When it comes to Google algorithm tweaks, there are plenty of rabbit holes to fall into.

The 2012 Google algorithm update on page layout and the above-the-fold movement is one of my favourites (after the unsolved riddle of Fred).

There are still lots of individuals who talk about this Google algorithm upgrade, just like there are still plenty of people who talk about the JCPenney link building controversy – you just have to know who to ask. But there's no need to go hunting into the archives; we've got you covered right here.

This article will cover all you need to know about Google's page layout algorithm, including how it has changed over time and what it means to you right now.

What Was the Algorithm for Google Page Layout?

In the aftermath of the 2011 Panda adjustments, the arrival of a high-quality user experience and more complex on-page SEO may have seemed premature, but Google made it official on January 19, 2012: the page layout algorithm was here.

Targeted websites with too many static adverts above the fold were updated by the page layout algorithm. Users would have to scroll down the page to see the content because of these adverts.

According to Google, this algorithm will effect less than 1% of websites. However, the 1% of sites affected were obliged to improve their user experience.

Pop-ups and overlay advertising were not included in this upgrade.

Timeline of Google Algorithm Updates for Page Layout/Above the Fold

Here's a quick rundown of the algorithm's evolution over time:

1. Page Layout Algorithm Launched on January 19, 2012

The first-page layout algorithm update, also known as "Top Heavy" or the above-the-fold algorithm update, was launched by Google and impacted sites that displayed too many advertising above the fold.

2. Page Layout Algorithm Update on October 9, 2012

The website layout algorithm has been modified, according to Matt Cutts, then-head of Google's webspam division. 0.7 percent of English searches were affected. The upgrade also provided websites affected by the first Google algorithm rollout a chance to recover.

3. Page Layout Algorithm Refresh on February 6, 2014

On February 6, 2014, Google updated their page layout algorithm. Cutts made no mention of the impact this update will have on website search results. While it was a refresh, it appeared like Google just updated its index and reran the algorithm.

4. Automated Algorithm, November 1, 2016

At the 48-minute mark, Google's John Mueller announced in a Google Webmaster Hangout:

“That’s pretty much automatic in the sense that it’s probably not live, one-to-one. We just would recalled this, therefore, we know exactly what it looks like. But it is something that’s updated automatically. And it is something where when you change those pages, you don’t have to wait for any manual update on our side for that to be taken into account.”

After Mueller's remark, it seemed evident that Google would detect changes to your page and automatically modify rankings after indexing it.

Page Layout Algorithm's Impact on Websites

The page layout algorithm was updated four times, which may appear to be a substantial shift, but each update affected less than 1% of sites.

These adjustments only affected people who had an excessive amount of adverts, to the point that the user experience was poor, and it would be beneficial for them to re-design their website.

Cutts went on to say, "It's a little more complicated than that."

“This algorithmic change does not affect sites who place ads above-the-fold to a normal degree, but affects sites that go much further to load the top of the page with ads to an excessive degree or that make it hard to find the actual original content on the page.”

As the proprietor of a website, I can understand why some people were offended. You'd assume that since it's your page with your ads, you should be allowed to organise it whatever you want without being penalised.

After all, posting advertising is how many of us make money from our websites. A large number of prominent ad spaces will bring in more cash... But at what price?

Some WebmasterWorld forum members noticed a difference:

On February 7, 2012, one forum member claimed they were affected by the initial algorithm modification, which resulted in a 40% decline in traffic. They shared the following image:

Another member claimed that the first algorithm upgrade took them two years to recover from.

People will not want to visit a site if they are bombarded with advertisements. They'll become frustrated and go elsewhere to find whatever it is they're looking for, whether it's birthday party ideas or expert golf advise.

Instead of placing advertising below the fold on a popular site (or fighting for a few spaces at the top), companies would post them as one of many banner ads on a low-traffic site.

The site owners, advertisers, and readers all benefited from this change.

Recovery of the Page Layout Algorithm

What is it about Google algorithm upgrades that makes all of our painstakingly designed, time-tested SEO techniques obsolete?

It's all too easy to get caught up in the frenzy of website redesigns and content rewrites, only to be penalised months later. Is it all due of a single Google algorithm change?

Even though just 1% of the population was affected, what if you were one of those 1%? Let's take a look at how to properly recover from the Google algorithm update on page layout.

First and foremost, the above-the-fold area is determined by the screen resolution of your audience.

A user on a phone, for example, would see a different above-the-fold space than a user on a laptop.

Use the Screen Resolution Tester Chrome extension before eliminating any above-the-fold adverts. (Another free application for visually testing your layout on the desktop is Fold Tester.)

You may also take a look at Google Code's blog post on above-the-fold screen tests.

In the above-the-fold section, Google also displays a graphic to show what it is looking for:

If you're penalised for having too many advertising above the fold, you'll have to wait for the Googlebot to crawl your site again. The good news is that now that Google adjusts its algorithms in real time, you don't have to wait for the next algorithm refresh.

The Page Layout Algorithm's Final Effect

Dealing with a Google algorithm adjustment like the page layout upgrade can feel like sinking into a never-ending cycle of site design revisions. While I'll be the first to say that this upgrade was harsh, Google's message was clear: user experience is important to them.

Removing ads above the fold should not result in a decrease in revenue. And, if I look closely at the motivation behind this algorithm change, it appears that Google was building the groundwork for a mobile-only index.

On all screen resolutions, including mobile, Google instructed us to assess advertising above-the-fold. Users would have to scroll down 5 to 6 times more on mobile than on a desktop due to the lower screen resolution and abundance of advertising. Users on desktop and mobile have a better experience without advertisements above the fold.

The truth is that Google's new page layout algorithm was designed with the user in mind, not the webmaster. Being picky with your ads will pay off in the long term.

Following the adjustment in the page layout algorithm, the top sites that focus on the balance of adverts and content will triumph.

We all know there's a tight line to walk between keeping a site profitable and keeping visitors engaged, especially now. Although this method was implemented years ago, the lessons it taught us — and the issues it solves – remain relevant.

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Image Credits Featured image:

Created by Danny Goodwin 

In-line post #1: WebmasterWorld 

In-line post #2: Google