What is the Above the Fold Filter?

Above the Fold (ATF) refers to everything in the first screen view, or before a user has to scroll down. With the increasing amount of SERP features that Google are testing and implementing, you can sometimes find your rankings drop below the fold which has a direct impact on traffic and conversions.

You may ask yourself: Has your organic traffic declined? Has CTR% declined? Perhaps a new SERP feature has appeared...

We created a Google Data Studio report in 2019 about the travel industry to understand the volatility of the SERP of Google and we found:

• 95.1% of No.1 Ranking Organic Results are below the fold of the page on Mobile.

• 59.4% of No.1 Ranking Organic Results are below the fold of the page on Desktop.

As you can see in the example below, none of the organic result rank first.

From now on, with the platform, you can identify if your top-ranking keywords are below or above the fold and be able to adapt your CTR model.

To find it, go to the Keyword Ranking Module and use the filter as you can see below:

This means you can have a more selective, strategic, analytical and even creative approach to optimize your content while you are targeting keywords.