Above the Fold: what is it & tips

Users who land on a website via organic or paid search results decide in a flash whether the information displayed encourages them to scroll further. The first part of the site, ‘above the fold’, plays a decisive role in this. We therefore refer to the information and elements displayed above the fold as ‘above the fold’. The importance of the content above the fold should therefore not be underestimated.

What’s above the fold?

‘Above the fold’ refers to the part of a web page that is immediately visible without scrolling. It comprises the first screen users see when they open the page. For an optimal user experience, it is ideal to display key information here, such as a compelling body text, USPs and CTA buttons. Google rewards category pages that present relevant content with higher rankings in the SERP, as this enables users to find relevant information straight away without having to scroll.

The importance of ‘above the fold’ for SEO

Your content ‘above the fold’ plays a major role when it comes to SEO. This is because SEO is strongly influenced by the first part of your content. For example, the correct use of the main keyword in the first part of the content ensures your page is indexed and increases the likelihood of a better ranking in the search results. ‘Above the fold’ optimisation is therefore crucial.

Why is the page fold important for SEA?

Paying attention to the ‘fold’ is also important for SEA. Just compare the page break to the shop window of a physical shop. If that shop window looked untidy, it’s unlikely to entice passers-by to go into the shop and have a closer look. They’ll turn on their heels and might well end up buying their products from a competitor.

With SEA, you pay for every visitor, and if you don’t immediately engage them with relevant information and eye-catching elements above the fold, you run the risk of them clicking away quickly – much like a passer-by being put off by an unattractive shop window. So think carefully about how you want to use the space at the top of the page!

Getting started with ‘above the fold’

• Short and powerful introduction: start with a brief, informative introduction that includes the main keyword and encourages the reader to carry on reading.
• Relevant images and videos: Add visual elements that are relevant to the content and ensure alt text includes keywords for better indexing.
• Clear call-to-action: place an eye-catching CTA above the fold to encourage visitors to take the desired actions.
• Unique value proposition: show visitors immediately above the fold why your page is unique and valuable to them, with an emphasis on the benefits.
• Mobile-first approach: ensure that content is clearly visible and usable on mobile devices. At the end of 2023, Google’s mobile-first index came into effect, making mobile display even more important.
• Fast loading times: also pay attention to page speed, as slow loading times are detrimental to search engines.
• Reduce image sizes: visuals should not be too large, as they can be distracting. Pop-ups also detract too much from the main content.
• Responsive design: work with the web developer to implement a responsive design, so that the content adapts to different screen sizes and devices.