When you visit a website there are certain things that annoy you to the core and one of them is too many advertisements. While it is sometimes necessary to have ads featured on the website, unless a lot of users miss out on the stuff they might really need in their lives that they do not even know about, it is always a priority of Google to keep the number of ads to the minimum.
One reason is that excessive ads take up the space that should have been reserved for the backlinks and it affects the Search Engine Optimization (SEO) process. If a website is not making efforts to improve its quality by including more content instead of the distracting advertisements, Google has a solid reason for putting them on their blacklist because they are most probably related to spamming and duping people.
The Google Top Heavy is the Page Layout algorithm that Google introduced for tackling the situation and providing the users with websites that have more relevant content, not ads. The criteria of eliminating that website are also made clear by the search engine; if a website has put up more than necessary ads on the top of its webpages or the collective number of ads amounts to the consistent distraction by a large number of visitors, it will be deemed not convenient to be featured on the Search Engine Result Pages (SERPs).
The move to make this new algorithm a part of the system came after many complaints were received by Google that the ads sometimes are annoying to the point that every click opens up another window without giving the users any chance to explore and analyze the main content.
This kind of website usually does not have any content that is worth the time of the visitors since they are so focused on gaining money through ads.
If a website makes efforts to produce quality content then it would not ruin its’ reputation by letting the ads downgrade it. This is common knowledge in the marketing industry and this is also one of the prime factors that lead Google in 2012 to introduce the Top Heavy Algorithm.
No criticism for it from the prominent SEO experts and only a very small number of genuine websites facing the difficulties to survive with the new change, which would be resolved by changing a few policies, showed that the algorithm was as useful as it was intended to be.