What Is Below the Fold?

Below the Fold (BTF) is a term originating from traditional newspaper publishing. In print, it referred to content or advertisements located on the lower half of a folded newspaper, which was not immediately visible to readers.

In digital contexts, BTF describes content, including ads, that appears below the portion of a webpage visible without scrolling—meaning it is initially out of view when the page loads.

How Below the Fold Applies to Websites

On a webpage, the BTF area includes all content that users must scroll to see. This can include:

• Additional text or images
  
• Secondary advertisements or banners
  
• Related articles or links
  
• Footer content

Because BTF content is not immediately visible, it typically receives less initial attention than content placed above the fold.

Implications for Digital Advertising

Placing ads below the fold can impact visibility, engagement, and performance:

• Ads BTF may be less likely to be seen, potentially lowering impressions and click-through rates.
  
• BTF placement can still be effective for highly targeted audiences, retargeting campaigns, or content that encourages scrolling.
  
• Some advertisers use sticky or dynamic ads that move into view as users scroll to improve engagement.

Strategies for Effective BTF Placement

To maximize the impact of BTF content:

• Use compelling visuals or calls-to-action near the scroll line to encourage interaction.
  
• Optimize page layout to make scrolling intuitive and smooth.
  
• Combine with behavioral targeting to reach users who are most likely to engage with BTF ads.
  
• Measure viewability using analytics tools to understand how many users actually scroll to the BTF area.

Importance in User Experience

While above-the-fold content captures immediate attention, BTF content can still contribute to a rich, engaging user experience. Designers and marketers must balance critical messaging above the fold with valuable supporting content below it to guide users through a page effectively.

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domain, restructuring website architecture, consolidating duplicate content, migrating from HTTP to HTTPS, or removing outdated pages while directing traffic to relevant alternatives.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.

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