The fold comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define The fold. The technical definition of The fold is best summed up by saying:
The portion of a website that is visible and on display when the page loads. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example The fold may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “The fold” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about The fold and use it in Digital Marketing?
The fold refers to everything you can see when you first land on a webpage. This is usually the most important content like titles and visually enticing content that would make someone want to keep scrolling down your webpage to see more. The rest of the content that happens when you start to scroll would be called below the fold. So, why do we use the word fold to describe what is happening on a website that clearly cannot bend or fold in any way? Well, it all goes back to print marketing and print media. Above the fold on a newspaper means on the front page of the paper or print material before you open it up. This area is essential because it makes the first impression and needs to be very enticing. It is also the most valuable space to include advertisements.
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