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When users initiate a search, they are often met with a slew of sponsored links before they even see organic results. For example, a search for "how to secure my data" might return four sponsored ads at the top of the results page. This trend creates a frustrating user experience as valuable content is buried beneath advertisements. The idea of "the fold," traditionally a journalistic term indicating important information should be placed above the fold of a newspaper, no longer applies. Here, the entire section above the fold is often dominated by paid content, forcing users to scroll in search of actual answers.