Google AI Mode doesn’t favor above-the-fold content: Study

/dans
AI Mode depth doesn't matter

Google’s AI Mode isn’t more likely to cite content that appears “above the fold,” according to a study from SALT.agency, a technical SEO and content agency.

  • After analyzing more than 2,000 URLs cited in AI Mode responses, researchers found no correlation between how high text appears on a page and whether Google’s AI selects it for citation.

Pixel depth doesn’t matter. AI Mode cited text from across entire pages, including content buried thousands of pixels down.

  • Citation depth showed no meaningful relationship to visibility.
  • Average depth varied by vertical, from about 2,400 pixels in travel to 4,600 pixels in SaaS, with many citations far below the traditional “above the fold” area.

Page layout affects depth, not visibility. Templates and design choices influenced how far down the cited text appeared, but not whether it was cited.

  • Pages with large hero images or narrative layouts pushed cited text deeper, while simpler blog or FAQ-style pages surfaced citations earlier.
  • No layout type showed a visibility advantage in AI Mode.

Descriptive subheadings matter. One consistent pattern emerged: AI Mode frequently highlighted a subheading and the sentence that followed it.

  • This suggests Google uses heading structures to navigate content, then samples opening lines to assess relevance, behavior consistent with long-standing search practices, according to SALT.

What Google is likely doing. SALT believes AI Mode relies on the same fragment indexing technology Google has used for years. Pages are broken into sections, and the most relevant fragment is retrieved regardless of where it appears on the page.

What they’re saying. While the study examined only one structural factor and one AI model, the takeaway is clear: there’s no magic formula for AI Mode visibility. Dan Taylor, partner and head of innovation (organic and AI) at SALT.agency, said:

  • “Our study confirms that there is no magic template or formula for increased visibility in AI Mode responses – and that AI Mode is not more likely to cite text from ‘above the fold.’ Instead, the best approach mirrors what’s worked in search for years: create well-structured, authoritative content that genuinely addresses the needs of your ideal customers.
  • “…the data clearly debunks the idea that where the information sits within a page has an impact on whether it will be cited.”

Why we care. The findings challenge the idea that AI-specific templates or rigid page structures drive better AI Mode visibility. Chasing “AI-optimized” layouts may distract from work that actually matters.

About the research. SALT analyzed 2,318 unique URLs cited in AI Mode responses for high-value queries across travel, ecommerce, and SaaS. Using a Chrome bookmarklet and a 1920×1080 viewport, researchers recorded the vertical pixel position of the first highlighted character in each AI-cited fragment. They also cataloged layouts and elements, such as hero sections, FAQs, accordions, and tables of contents.

The study. Research: Does Structuring Your Content Improve the Chances of AI Mode Surfacing?