The above the fold algorithm was designed to knock out AdSense sites. Except it took out a number of innocent domains that didn’t even use AdSense. This is typical for a Google roll out. They target an area they want to get rid of, and a lot of solid sites get taken out due to the cross-fire. The problem is, Google doesn’t know how to fix it without just doing a “roll back” to an older database. Google then stated it was how far the user has to scroll on the page to get to the content. Interestingly enough, that is exactly what our test data was showing.
In short, if you were top heavy in ads, Google nailed you, and it just wasn’t AdSense, it was any big adnetwork that GoogleBot could decipher. If the ads were served directly from the same site, so they looked like a graphic, most of the time the site was not affected. However, if the content appears BELOW the fold, chances were near 100% the site would take a hit.
Theory #1
It’s all about the DIV tag that calls for the bulk content. Classic HTML sites that didn’t rely on DIVs seemed to avoid the above-the-fold algorithm. WordPress AdSense sites were absolutely nailed. In fact, it was brutal how many were slain.
Some people who were nailed by this update simply removed AdSense and saw no improvements in ranking. Why? Testing points to because they didn’t actually change their theme. Most site owners don’t even consider that an option, they scramble to change what is actually on the page.
What can you do?
Check the source code for “entry-content” DIV tag. Most AdSense themes pushed this DIV below the fold. If the content starts below the fold, then the site gets penalized. Period.
This also explains why sites with massive header images were hit. In other words, don’t do massive header images and focus on delivering the content above the fold…and our testing showed that if there was a CTA above the fold, no penalty occurred. Google doesn’t care if you try and sell the visitor, they just don’t want the site to be all ads at the top.
Theory #2
Go to your Google Analytics. Underneath the Content heading, go to In-Page Analytics. Click “Browser Size”. See if your main content DIV starts in the non-orange area for 90% of web users. If your header is still in the orange, you may want to change it so the content starts higher on the page. It’s considered a “better user experience” for some reason.
This theory comes from the first days when above the fold came out. It was suggested to use their browser size tool to detect issues, which was subsequently removed as a tool and put behind Google Analytics.
If You Rely On Ads
1. Practice using interstitial ads. They work for all the major magazines. It’s RCS.
2. Find better ways to monetize your content. Whether it be with affiliate products, reviews, etc. AdSense revenues have been slaughtered.
Summary: AdSense has been a “near dead” solution for monetizing a site for years. It is the “lazy webmaster” way to crank out some revenue from a site. Affiliate offers have tanked too with the advent of “throttling” in the last few years. Private affiliate offers or even your own offers are the way to go today. That is RCS. Own your funnel from top to bottom.