As designers and companies learned more about SEO, they realized that they would have to add more relevant content and ad opportunities into the mix to meet business objectives. What came out of this era was a sever bad habit assuming people didn’t want to scroll, and placing placing good content up top and throwaway content below. Users adopted.

The fact is that scrolling is something everyone does, willingly, curiously, or even sub-consciously. In today’s modern web design practices, it is essential that we accept this and push our clients to understand that good content should be the only kind of content, and that it should be spread out horizontally and vertically down the page so that when our users scroll we can give them a satisfactory surprise, and capitalize on creating better user experience for long page designs, scrolling behavior, and overall great user experiences.