Many online businesses make money by selling advertisements on their websites. But sites that have too many ads at the top of their pages could suffer in Google’s search rankings, says Search Engine Land editor Danny Sullivan. “If it takes a while to scroll down to get to your actual content, that could potentially hurt you,” he says.

That doesn’t mean ads anywhere else on a site will negatively affect SEO. The trick, Sullivan says, is to strike a balance between ads and your business’s content.