Google has decided to take punitive action against those websites that flood the top of their web pages with ads, forcing their visitors to scroll down in order to view the relevant content on the page.
According to Google, this type of layout annoys the users and thus the web search company will be penalizing those websites through search results; the company disclosed this on their blog.
Google's distinguished engineer, Matt Cutts, stated on the Google Webmaster Central blog, "If you click on a website and the part of the website you see first either doesn't have a lot of visible content above-the-fold or dedicates a large fraction of the site's initial screen real estate to ads."
This, according to the engineer, who is seen as the main authority on search engine optimization (SEO) for the search giant, is not good for user experience and thus such websites might not get high ranking on Google web search.
However, the company will not be punishing those websites that have ad content up to what Google considers "normal degree" but those websites will be affected that have "excessive" ads content, making it hard to find the original content. The search giant has developed a new algorithm improvement to implement this.