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SEO best practices dictate that the above-the-fold area of a page should have unique content, all of which was discussed in Google’s weekly SEO hangout. John Mueller strongly recommended doing this for better output.
Mueller was asked a question by Jameson Sansone regarding the content repeating on multiple web pages above the fold.
Sansone plans to restructure his site’s blog and will use the same hero banner. The same heading, the same blurb of text, and the same set of links at the top of all the topic pages.
Knowing that Google is looking for actual content above the fold when crawling web pages, he asks Mueller for his opinion.
On each page, how important is it for the content above the fold to be unique?
According to this IT company, it is important that some of the content above the fold is specific to the page it is on.
Mueller weighs in:
There is no way a website can have 100% unique content on every page.
Content that appears on multiple pages is always going to be repeated. Such as a navigation menu, a banner, or other elements found at the top of the page.
It is recommended that site owners place as much unique content as possible above the fold.
Mueller says it’s okay to use the same generic image at the top of a page. As long as it’s balanced out with original content.
“The important part for us is really that there is some amount of unique content in the above-the-fold area.
So if you have a banner on top, and you have a generic hero image on top, that’s totally fine.
But some of the above-the-fold content should be unique for that page.
And that could be something like a heading that’s visible in a minimum case.
But at least some of the above-the-fold content should be unique. So that’s kind of the guidance that we have in that regard.”
Optimizing Google Content for users:
Site owners may be able to get away with a minimum amount of unique content above the fold, but more is likely better.
In the area above the fold, if your site design limits you to a small amount of custom content. Include something that will help your ranking.
A relevant keyword in the content may prove to be an effective strategy.
Moreover, Mueller recommends doing some testing to see how both it and users react to these types of pages.
Google’s maybe okay with it as long as at least one unique piece of content is placed above the fold, but are users interested?
Mueller says: “It’s probably also something where you want to look at how users interact with those pages afterward.
But that’s kind of more from a non-SEO perspective. It’s always, I think, important for cases like that you take a look at seeing what happens with the users afterward.”