Google Top Heavy Update

What Is The Google Top Heavy Update?

The Google Top Heavy Update is an algorithm update that penalises websites with too many ads above the fold on their web pages.

Google released the update in January 2012 and has continued to refresh it several times since the release.

Above the fold” is the part of a webpage you see right away when it loads without needing to scroll down.

It’s an essential part of the page because 100% of all users will see it. Think of it as the most valuable piece of real estate on the street.

Google classifies the Top Heavy Update as a Page layout algorithm improvement. They also expected it to affect less than 1% of websites when it was released.

The goal was not to punish websites that had ads above the fold. They wanted to demote websites in the SERPs that had “Excessive” ads.

Many websites monetise their content using display ads.

Google also operates the Google Display Ads Network, which accounts for a solid portion of their yearly revenue.

googlr ads

The Google Top Heavy Update was eventually added to Google’s core algorithm.

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Why Did Google Release The Top Heavy Update?

The Top Heavy Update was released to target websites that forced users to scroll past large sections of ads before they got to the main content.

It was (and still is) common for publishers to add tons of display ads to the top of their websites. That’s because content websites earn money from display based on impressions.

The more ad impressions they get, the more money they make. So, they would place ads at the top of the page to increase ad impressions.

But here’s the problem…

Many websites started placing huge ad sections at the top of their pages.

example of webpage with too many ads

Users had to scroll through endless ads before reaching the content they wanted to read.

Google rightfully saw this as a poor user experience.

I mean, who wants to sort through tons of ads just to get an answer to their query?

The update essentially forced publishers to improve the user experience of their sites and focus on making their content accessible.

They would receive a demotion in their Google search rankings if they didn’t.

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Who Is Impacted By The Google Top Heavy Update?

The Google Top Heavy Update impacts websites that have:

  • Large ad sections above the fold
  • Multiple ads before the main content
  • Sticky ads that follow users as they scroll
  • Pop-up ads that cover the entire screen
  • Ad-heavy layouts that make content hard to find

Basically, if you have an excessive amount of ads (especially at the top of your page), the Google Top Heavy algorithm will demote your site rankings.

But here’s the thing…

The update doesn’t target all websites with ads. As I mentioned before, Google is trying to punish websites with ads on their site.

It only affects sites where ads dominate the page layout and push down the main content.

This algorithm does not affect news websites, blogs, and content sites with reasonable ad placement.

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How Does Google’s Top Heavy Update Work?

The Google Top Heavy Update works by analysing the page layout and measuring the ratio of ads to content above the fold.

It’s reviews-

  • How much space ads take up at the top of the page
  • The distance users have to scroll to reach the main content
  • The number of ads compared to content
  • Whether ads block or interrupt the content

Now, Google has not publicly provided a perfect ratio. But it’s pretty obvious when a website doesn’t comply with Google’s top heavy ads guidelines.

The key is balance.

You can still run ads, but they shouldn’t overshadow your content.

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What To Do If You’re Impacted By The Top Heavy Algorithm

If you feel like you’ve been impacted by the top heavy algorithm update, there are two things you need to do:

1. Reduce Ads Above The Fold

Start by removing any large ad blocks from the top section of your pages.

Move these ads further down the page or into sidebars where they won’t interfere with your main content visibility on page load.

I personally believe that you shouldn’t have any ads above the fold.

It’s better to place them in the content further down that page to limit the negative impact on the user experience.

Write engaging introductions and answer search intent early on in your content.

what is search intent

This will increase the likelihood of visitors reading more of your content and spending longer on your site.

The longer they spend, the more ad impressions you’ll get and the more money you’ll make.

Simple as that!

2. Check Your Ad To Content Ratio

Review your pages to ensure ads don’t overwhelm your content.

Your goal should be to provide value to your audience first. That means creating great content that is easy to scan, navigate and read.

Then, you can be strategic with your ad placement.

For mobile:

  • Keep ad density between
    26%-28%
  • Minimum 3 paragraphs per ad
  • Optimise ads for content length

For desktop:

  • Keep ad density between 20%-25%
  • Minimum 2 paragraphs per ad
  • Optimise ads for content length

These guidelines should comply with Google’s Top Heavy Update guidelines and limit their impact on your site user experience.

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