“Above the fold” is the part of a webpage visible in the initial screen view, before a visitor scrolls. It does not sit at one fixed pixel height: the visible area changes with the device, viewport dimensions and browser window.
Where the phrase comes from
The expression began in newspaper publishing. A folded newspaper displayed only the upper portion of its front page, so publishers placed prominent headlines and stories in the visible area. The web-design term carries over the idea of what someone sees first, but a screen has no physical fold.
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What counts as above the fold on a website?
Google AdSense Help defines the online advertising term as “the content that is visible on a page without the user needing to scroll down.” Google AdSense Help
In practice, the boundary shifts. A page may show more content in a tall desktop browser window than on a phone, and browser controls or window size can change what is visible. There is no universally correct pixel coordinate for the fold, so advice to fit everything important within a particular number of pixels is incomplete unless it names the viewport and context.
How to design the initial view
The goal is not to squeeze an entire page into the first screen. Visitors should be able to recognize that the page is relevant, find its main content, and see a reason to continue. Check the layout at the viewport sizes your audience uses rather than treating one screen as the standard.
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- Make the page’s subject and primary content easy to discover immediately.
- Ensure that ads do not crowd out or obscure the page’s actual content.
- Prioritize rendering the essential visible content; defer noncritical resources where appropriate.
Google’s PageSpeed guidance discusses prioritizing the main visible content during loading. Its specific technical values are from older guidance, not current universal requirements. Google PageSpeed: Prioritize Visible Content
Does the fold affect Google Search rankings?
Google’s January 19, 2012 post about a page-layout algorithm change said the change noticeably affected less than 1% of searches globally. That is a historical figure about that particular change—not a current ranking threshold or a promise about how a page will rank today. Google Search Central, January 19, 2012
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What to remember
- Above the fold means visible before scrolling.
- On the web, the fold varies with the screen and browser viewport.
- Use the initial view to establish relevance and make the main content accessible, not to force the whole page into one screen.
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