Google’s head of search spam, Matt
Cutts, announced that Google has released a refresh of its Page Layout
Algorithm. The filter, also known as the Top Heavy algorithm, downgrades the ranking of a
web page with too many ads at the top or if the ads are deemed too distracting
for users.
This would be the third confirmed
update to the Top Heavy algorithm, with the full release schedule as follows:
- Top Heavy 1: Jan. 19, 2012 (impacted less than 1% of English searches)
- Top Heavy 2: Oct. 9, 2012 (impacted 0.7% of English searches)
- Top Heavy 3: Feb. 6, 2014 (impact not stated)
Background
On & Recovering From Top Heavy
What is the page layout algorithm?
As we quoted from Google originally:
We’ve heard complaints from users
that if they click on a result and it’s difficult to find the actual content,
they aren’t happy with the experience. Rather than scrolling down the page past
a slew of ads, users want to see content right away.
So sites that don’t have much
content “above-the-fold” can be affected by this change. If you click on a
website and the part of the website you see first either doesn’t have a lot of
visible content above-the-fold or dedicates a large fraction of the site’s
initial screen real estate to ads, that’s not a very good user experience.
Such sites may not rank as highly
going forward.
See also our original article for
when Top Heavy was first released, for advice about how a site that’s caught
may have to wait until the next release for any changes it’s made to restore
rankings.
We have not seen many complaints
within the SEO community around February 6th or 7th about any update like this,
which suggests it impacted fewer sites than when Google updates other filters
like the Panda or Penguin algorithms.
Cutts said the algorithm was
refreshed last Thursday, February 6. Here’s his tweet:
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