The Google Top Heavy Update, alternatively known as the Page Layout Algorithm Update, was implemented in the year 2012 to punish websites that gave excessive advertisement or too little content above the fold. With this update, Google aimed at improving the user experience by penalising websites that favoured advertisement revenue over providing useful content to visitors. Sites characterised by “top-heavy” layouts were punished under this update, where the majority of the above-the-fold has been taken up by ads. The Top-Heavy Update thus emphasised that quality content should be made available to users almost immediately upon entering a webpage.