Put Unique Content Above The Fold: Google.
Google’s John Mueller advises site owners that a webpage should have at least some unique content in the above the fold area.
How important is it for the above the fold content to be unique on each page?
Unique Content Above The Fold
As it turns out, Google considers it fairly important that at least some content above the fold is unique to the page it’s on. This is recommended by Google’s John Mueller during the weekly SEO hangout recorded on June 4.
“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.”
However, it’s unrealistic for a site to have 100% unique content above the fold of every webpage. Plus, there’s always going to be content that’s repeated across multiple pages, such as a navigation menu, or a banner, or other elements that typically appear at the top of a page.
If your site’s design limits you to a small amount of custom content in the above the fold area, aim to include something that’s useful for ranking purposes.
Including something that’s relevant to what the page should rank for may prove to be an effective strategy.