What Does “Above the Fold” Mean?

Above the Fold (ATF) is a term borrowed from traditional newspaper publishing, where the most important headlines and images appeared on the upper half of the front page.

In digital contexts, it refers to the section of a webpage that is immediately visible to users without any scrolling.

How Above the Fold Applies to Websites

On a website, the ATF area is the portion of the screen that loads first and appears within the user’s initial viewport. Because this space is seen instantly, it is considered highly valuable for displaying critical content, navigation elements, or advertisements.

Importance for Digital Advertising and UX

Placing content or ads above the scroll line increases the likelihood that users will notice and interact with them. For advertisers, this placement often leads to higher visibility and potentially better performance metrics. For UX and content strategy, ATF is key for capturing user attention and communicating the page’s purpose immediately.

Factors That Influence the ATF Area

The exact size of the above-the-fold region varies depending on:

• Screen resolution and device type (desktop, tablet, mobile)
  
• Browser settings and window size
  
• Interface elements such as toolbars or banners

Because of these variables, the ATF area is not fixed but adapts to user environments.

Why ATF Still Matters?

Even though modern users often scroll naturally, the above-the-fold section remains essential for:

• Presenting primary calls-to-action
  
• Establishing first impressions
  
• Improving ad visibility
  
• Enhancing overall engagement

Common use cases

301 redirects serve multiple strategic purposes in digital marketing. They’re essential when rebranding a domain, restructuring website architecture, consolidating duplicate content, migrating from HTTP to HTTPS, or removing outdated pages while directing traffic to relevant alternatives. E-commerce sites frequently use them when discontinuing products to redirect customers to similar items or category pages.

Implementation best practices

Proper implementation requires attention to several factors. Always redirect to the most relevant page possible rather than defaulting to the homepage. Avoid redirect chains (multiple consecutive redirects) as they slow page load times and dilute link equity. Monitor redirects regularly using tools like Google Search Console or Screaming Frog to identify and fix any issues. Keep redirect mappings documented for future reference during site maintenance.

Impact on user experience

Beyond SEO benefits, 301 redirects prevent frustrating 404 errors that damage user trust and increase bounce rates. They maintain continuity for bookmarked pages and external links, ensuring visitors always find working content regardless of how they accessed your site.

Learn more: Ad Audience