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Link Placement: Above vs Below the Fold SEO Value

BacklinkScan Teamon Dec 22, 2025
21 min read

Link placement above vs below the fold directly shapes how quickly users see and act on your content, affects click‑through behavior, and can influence engagement signals that search engines use for rankings. While modern users scroll more than ever, above the fold links, CTAs and navigation still carry outsized weight compared with below the fold links for both UX and SEO value.

In this article, you’ll learn how search engines treat above-the-fold content today, how link visibility ties into dwell time, bounce rate and conversions, and when it’s smarter to prioritize high‑value internal links and CTAs above the fold vs placing them lower on the page. By the end, you’ll know how to structure link placement above vs below the fold for maximum SEO benefit without sacrificing user experience.

How above vs below the fold is defined on modern screens

On the web, “above the fold” is the part of a page a user can see as soon as it loads, before they scroll. Anything that requires scrolling is “below the fold.” That sounds simple, but modern screens make the fold a moving target.

Different devices, zoom levels, browser toolbars, and ad blockers all change where the fold actually sits. A link that is above the fold on a large desktop monitor might be well below the fold on a small phone. Because of this, above‑the‑fold link placement is best thought of as “visible on the first screen for most users,” not a fixed pixel height. Responsive design complicates things further, since layouts often rearrange navigation, sidebars, and hero sections between mobile and desktop views.

For SEO and UX, the practical definition is: links and content that appear in the initial viewport on your key device types and breakpoints. That is the area most likely to be seen, clicked, and evaluated by both users and search engines.

Why SEOs still debate link position on the page

SEOs still argue about above‑the‑fold links because link position touches several sensitive topics at once: crawling, ranking, and user behavior. Historically, search engines gave more weight to content and links near the top of the page, and some older patents and research models still suggest that more prominent links may carry more value.

At the same time, Google representatives have said that modern algorithms try to understand the whole page, not just the top, and that there is no simple “top‑of‑page bonus.” What they do insist on is that there should be some real, unique content visible above the fold, not just a giant image or ad block.

This mix of history, patents, and public statements keeps the debate alive. Many practitioners see better engagement and conversions when important internal links appear early, so they treat above‑the‑fold placement as a strong practical best practice, even if it is not a clearly declared ranking factor.

Google has never come out and said “above‑the‑fold links rank better,” but it has given a lot of indirect hints about internal link placement and context.

In its official documentation, Google stresses that internal links should be in context, help users navigate, and use descriptive anchor text. It also recommends that every important page has at least one internal link from another page and that links live in the main content, not just in navigation or boilerplate.

In various office hours, Google spokespeople have said that links in the primary content area are more useful than those in sidebars or footers, because they better reflect what the page is actually about. SEOs generally interpret this as: internal links in the main body, especially higher up, are more likely to be noticed and weighted than generic template links.

At the same time, Google repeatedly pushes the idea that you should design internal linking for users first. If a link is clearly helpful and visible, Google can usually work out its importance without you trying to “game” the exact pixel position.

For external links, Google is even more cautious in what it confirms. Officially, it says that linking out can help users and signal quality, but it does not admit to using external links as a direct ranking factor in a simple “more is better” way.

However, patents, leaked documentation, and long‑standing spam policies all suggest that contextual, editorial links inside the main content are treated very differently from boilerplate links in sidebars, widgets, or footers. Sitewide footer links, blogrolls, and ad‑like placements are more likely to be discounted or heavily devalued, especially if they look paid or manipulative.

So while Google does not say “a link in paragraph two is worth X and a footer link is worth Y,” it clearly distinguishes between natural, in‑content endorsements and template‑level or sponsored placements. That distinction is, in practice, a form of link placement weighting.

The Reasonable Surfer model is a Google patent that extends the old “random surfer” PageRank idea. Instead of assuming a user is equally likely to click every link on a page, it assigns different probabilities based on how prominent and attractive each link is.

In this model, a link can carry more or less weight depending on factors such as:

  • Its position on the page (for example, in the main content vs footer)
  • How visible it is (font size, contrast, surrounding text)
  • Whether it looks like an ad or boilerplate
  • How relevant the anchor and nearby content are

The patent language is cautious, but the implication is clear: links that a “reasonable surfer” is more likely to click can pass more value than links that are hidden, repetitive, or obviously secondary. Modern SEO experiments and industry analyses line up with this idea, finding that in‑content links, especially those higher on the page and clearly visible, tend to have more impact than buried or template links.

So while Google does not talk about “above the fold” as a hard ranking rule, its own models and guidance strongly support the concept of prominent, user‑visible links carrying more SEO weight than low‑visibility ones.

Above‑the‑fold links are often the first things both users and crawlers encounter. On many sites, navigation, hero sections, and early in‑content links are loaded and parsed first, which makes those URLs more likely to be discovered and recrawled quickly.

For large sites, this can shape how crawl budget is spent. Pages that are linked from top navigation, key category blocks, or early body copy tend to be crawled more often than pages that only appear in deep footer menus or long lists far down the page. When a new or updated page is surfaced in a prominent, high‑placed link, it usually gets picked up faster than if it is only linked once in a buried section.

Higher‑placed internal links also send a practical signal about importance. If you repeatedly feature certain URLs in visible, early positions across many pages, you are effectively telling search engines, “these are core destinations,” which can help those pages become stronger internal hubs.

Impact on click‑through rate and user engagement signals

Above‑the‑fold links almost always get more impressions and clicks than links that require scrolling. Users are more likely to follow a link that appears in the first screenful, especially if it is clearly worded and visually distinct. That higher click‑through rate can improve how users move through your site, which in turn can support better engagement metrics like time on site, depth of visit, and reduced pogo‑sticking back to search results.

While search engines are cautious about using behavioral data directly, they do try to reward pages that satisfy users. If your above‑the‑fold links guide visitors to the most relevant next step, you tend to see lower bounce rates and more meaningful interactions. Over time, that can reinforce the perceived quality and usefulness of both the linking page and the destination page.

There is a long‑running idea in SEO that when multiple links on a page point to the same URL, search engines may give more weight to the first occurrence, especially for anchor text. Even though search engines have become more sophisticated, it is still smart to treat the first in‑content link to a page as the most important one.

Placing that first link higher on the page, inside the main body copy, lets you:

  • Use your best, most descriptive anchor text.
  • Tie the link closely to the surrounding topic and context.
  • Ensure that both users and crawlers encounter a clear, relevant path early.

Later links to the same URL in sidebars or footers can still help with navigation, but they are less likely to shape how the destination is understood. By making your first in‑content link prominent, relevant, and above the fold when possible, you give that page the strongest chance to benefit from both internal authority and user engagement.

A link that sits below the fold still passes SEO value. Google can crawl it, follow it, and use it for ranking just like any other normal link. “Below the fold” simply means the user has to scroll before they can see it, and that is different on every device and screen size.

What does change is how often users notice and click that link. People spend more attention on what they see first, so links buried far down the page usually get fewer clicks and less engagement. That can indirectly matter for SEO if it leads to weaker user signals, like short visits or low interaction with the page.

From Google’s side, the main layout concern is when the visible area is dominated by ads or non‑content elements and users must scroll to reach any real content. That can hurt a page overall, but it is about user experience and page layout, not a hard rule that “below the fold links are bad.”

Footer and boilerplate links are still useful for crawlability and basic navigation. They help Google understand your site structure, discover deeper pages, and confirm relationships like “this is our contact page” or “these are our main categories.”

However, Google has repeatedly said that sitewide footer or boilerplate blocks are not treated as primary content. When the same text and links appear on hundreds of pages, the algorithm learns that they are generic and usually gives them less weight than unique, in‑content links.

Footer links can hurt when they look manipulative or over‑optimized, for example:

  • Dozens of keyword‑stuffed anchor texts pointing to the same page
  • Sitewide footer links selling “SEO” or “sponsored” placements
  • Irrelevant cross‑site footer links between unrelated businesses

In those cases, Google may discount or ignore the links, and in extreme patterns they can contribute to manual actions. Used sparingly and naturally, though, footer links are fine; they are just not where you should rely on for your most important ranking signals.

Google is very good at recognizing repeated sitewide elements like headers, sidebars, and footers. A link that appears in the same place on every page is treated differently from a unique editorial link inside the main body of a specific article.

Repeated sitewide links are great for:

  • Ensuring important utility pages (home, category hubs, login, support) are always reachable
  • Helping crawlers move through large sites efficiently

But they are not ideal for signaling that a particular page is especially authoritative on a topic. For that, unique editorial links inside relevant content carry more weight. They show that a human chose that link in context, which aligns with how Google models user behavior.

So, keep your sitewide links clean, consistent, and minimal. Then, use unique in‑content links to highlight the pages that truly matter for SEO. The below‑the‑fold position does not kill their value, but unique, contextual placement almost always beats a generic link repeated in every footer.

Internal links work best when they are both strategically placed and genuinely helpful. Placement affects how quickly Google discovers pages, how much authority flows to them, and how likely real visitors are to click. The goal is not to cram links everywhere, but to give your most important pages prominent, natural visibility.

Not every URL deserves an above‑the‑fold internal link. Reserve that prime space for:

  • High‑value money pages (key products, services, lead‑gen pages)
  • Core “pillar” or hub content that supports many other articles
  • Fresh or updated content you want crawled and re‑evaluated quickly
  • Pages that are struggling to get impressions but are strategically important

A simple way to choose: if a page directly supports your main business goals or a major topic cluster, it is a candidate for an early, prominent internal link. Low‑value pages like thin tag archives, legal pages, or minor blog posts usually do not need above‑the‑fold promotion.

Placing key internal links in intros, nav, sidebars, and body copy

You have several “zones” for internal links, and each plays a different role:

  • Intro paragraphs. One well‑chosen internal link in the first main paragraph can work very well, especially when it deepens the topic the user just searched for. Keep it tightly relevant so it feels like a natural next step, not a distraction.
  • Navigation and header. Global nav links are powerful for signaling which sections of your site matter most, and they are always above the fold. Use clear, descriptive labels and avoid bloated menus so your top destinations stand out.
  • Sidebars. Sidebars are good for secondary links: related guides, tools, or category hubs. They are visible early, but users often ignore “banner‑like” elements, so do not rely on sidebars alone for your most critical internal links.
  • Body copy. Contextual links inside the main content are still the strongest signal of topical relevance. Place important links higher in the body when you can, then sprinkle additional, supporting links further down where they genuinely help the reader go deeper.

A practical pattern is: one key contextual link near the top of the article, a few more in the middle where subtopics appear, and possibly a final “next step” link near the conclusion.

Balancing UX with SEO when linking early in the content

Early internal links can improve crawl paths and engagement, but they should never break the reading experience. If users feel pushed away from the page they came for, you lose trust and conversions.

To keep UX and SEO aligned:

  • Make sure the first internal link answers a likely follow‑up question or offers a logical next step.
  • Avoid turning your opening paragraph into a cluster of blue links. One or two is usually enough.
  • Do not pull people away from key conversion actions too soon on transactional pages; let them understand the offer before suggesting other paths.
  • Keep anchor text clear and honest so users know exactly what they will get when they click.

If you are unsure, ask: “Would this link feel helpful to a real visitor at this exact moment?” If the answer is yes, it is probably a good internal link placement for both UX and SEO.

For external links, context beats chrome. When a site links to you inside the main article body, surrounded by relevant text, that link usually carries far more SEO weight than a sidebar, blogroll, or footer mention.

Search engines treat in‑content editorial links as genuine recommendations. They appear where the reader is paying attention, often get more clicks, and are tightly tied to the topic of the page. Studies and industry analyses consistently show that contextual backlinks outperform template links in both rankings impact and referral traffic.

By contrast, sidebar and footer links are often repeated across many pages and look more like layout or boilerplate. Google has become very good at discounting these, especially when they are external and look like link exchanges or credits. Many practitioners now assume that external footer links pass little to no meaningful ranking value, and they are often recommended to be nofollowed if they are not true editorial endorsements.

So for outreach and link building, an above‑the‑fold, in‑content editorial link is usually worth several sidebar or footer links on the same domain.

Most publishers now separate natural editorial links from paid or sponsored links in both placement and labeling.

Natural links are usually:

  • Placed inside the article body, often near the relevant paragraph.
  • Surrounded by descriptive anchor text that fits the sentence.
  • Left as normal followed links when the editor genuinely vouches for the resource.

Paid and sponsored links, on the other hand, tend to:

  • Live in clearly labeled sponsored posts, advertorials, or partner content.
  • Use attributes like rel="sponsored" or rel="nofollow" to comply with Google’s link guidelines.
  • Appear in less prominent areas such as widgets, resource boxes, or below‑the‑fold sections, especially when the publisher wants to reduce perceived bias.

Some outlets also sell placements in sidebars, “partner” sections, or footers. These are easy for Google to classify as non‑editorial because they are templated and often packed with commercial anchors. As a result, they usually carry weaker ranking signals than a single, well‑placed editorial citation in the main content.

Evaluating potential placements in guest posts and digital PR

When you negotiate a guest post or digital PR placement, do not just ask “Is there a link?” Ask where and how that link will appear.

A strong placement usually has these traits:

  • The link is inside the main article body, ideally in the first half of the content, and fits naturally into the narrative.
  • The surrounding paragraph is clearly topically relevant to your page.
  • The anchor text is descriptive but not spammy or over‑optimized.
  • The page itself targets real readers, not just search engines, and sits on a section of the site that gets organic traffic.

Be more cautious when:

  • The link is only allowed in an author bio, sidebar, or footer.
  • The article is labeled as sponsored but the publisher refuses to use rel="sponsored" or nofollow.
  • The site runs large‑scale guest posting or link insertion campaigns that look like link schemes, which Google has explicitly warned against.

As a simple rule for outreach: if you have to choose, one followed, in‑content editorial link on a relevant, trusted page is usually more valuable than several below‑the‑fold, boilerplate, or obviously paid placements on the same site.

For important links, visibility starts with basic readability. Use a font size that matches or slightly exceeds your body text so key links do not feel tiny or secondary. If your paragraph text is 16 px, a primary call‑to‑action or critical internal link often works well at 16–18 px, with enough line spacing so it does not feel cramped.

Color and contrast matter just as much. Links should be clearly different from regular text through both color and styling, not color alone. A distinct hue plus an underline or a clear hover state helps users and assistive technologies recognize that the text is clickable. Aim for strong contrast between the link color and the background so it remains visible on bright screens, in dark mode, and outdoors.

The clickable area should be generous, especially on touch devices. Make sure there is enough padding around buttons and navigation links so people can tap them without zooming. Avoid placing key links too close together, which can cause mis‑taps and frustration.

Avoiding clutter and ad‑heavy above‑the‑fold layouts

Above the fold is where users decide whether to stay or leave, so visual noise here can quietly kill engagement. If the top of the page is packed with banners, pop‑ups, and competing calls‑to‑action, your most important links blend into the chaos.

Keep the layout simple and focused. Limit the number of primary actions in the first screenful and give them clear visual hierarchy using size, spacing, and typography. Supporting links can appear lower on the page or in less prominent styles so they do not compete with the main path you want people to follow.

Ads and promotional modules should not overpower navigation or core content. When ads dominate the above‑the‑fold area, users are more likely to scroll past everything quickly or bounce, which means even well‑placed links never get real attention. A cleaner top section makes every visible link more noticeable and more likely to be clicked.

On desktop, several links can share the spotlight at once: navigation menus, hero buttons, and in‑content links may all appear above the fold. On mobile, space is tighter, so only a handful of elements are visible without scrolling. That makes each visible link far more important.

Responsive design should adapt not just layout but also which links are emphasized. On smaller screens, prioritize one or two key actions, such as a primary button and a simple menu icon, and move secondary links lower on the page or into expandable sections. Ensure tap targets are large enough and spaced out so thumbs can hit them easily.

Also consider how elements reflow as the screen size changes. A link that is prominent in a desktop sidebar might drop far below the fold on mobile. Reviewing pages on real devices or emulators helps you confirm that your most important links remain visible and easy to use across screen sizes.

Practical guidelines for choosing above vs below the fold placement

When to prioritize above‑the‑fold placement for maximum benefit

Use above‑the‑fold placement when a link is critical to the page’s main job. On most pages, that means links that drive primary conversions, key internal navigation, or essential next steps in a journey.

Above‑the‑fold links are especially valuable when:

  • The page is a landing page where you want users to take one clear action, such as “Sign up,” “Book now,” or “View pricing.”
  • You are highlighting a core internal page that needs more authority and traffic, like a main category, cornerstone guide, or high‑value product.
  • Users are likely to bounce quickly if they do not see a clear path forward.

Google has said it does not strongly prefer content above the fold, but it does expect some real content to be visible without scrolling, not just a giant image or ads. Placing at least one meaningful, relevant link in that visible area helps both users and crawlers understand what matters most on the page.

On mobile, the fold is much tighter, so you often get room for only a headline, a short intro, and one or two key links or buttons. Treat that space like a focused pitch, not a full menu.

Not every useful link needs to sit at the top. Below‑the‑fold links are usually fine when they:

  • Support deeper research, such as related articles, FAQs, or secondary resources.
  • Point to lower‑priority internal pages that do not need maximum prominence.
  • Depend on context that only makes sense after someone has read part of the content.

Long‑form content often performs well even when many links appear later on the page, because engaged readers naturally scroll. As long as the page offers some genuine content and is not overloaded with ads above the fold, Google can still treat lower links as valuable.

Footer links and boilerplate navigation are also acceptable for broad, sitewide paths like “About,” “Contact,” or legal pages. They help with crawl coverage, even if they are not your strongest signals of importance.

When you review a key page, use this quick checklist:

  1. Is there real, unique content above the fold, not just a hero image or ads?
  2. Does the above‑the‑fold area include 1–2 clear, relevant links or buttons that match the page’s main goal?
  3. On mobile, is at least one important link visible without scrolling, or reachable with a very small scroll?
  4. Are secondary or exploratory links placed lower on the page, where they do not distract from the primary action?
  5. Is the layout free from excessive ads or clutter that push meaningful content and links too far down?

If you can answer “yes” to these points, your mix of above‑the‑fold and below‑the‑fold links is likely in a healthy place for both SEO and users.