Users typically click the first link on search results.

At PubCon on Wednesday in Las Vegas, Google’s Matt Cutts provided businesses with some key insight into improving the success of their content marketing campaigns.

While websites have a promotional element to them, content should be the primary focus and any aspects of the page interfering with content consumption could negatively impact a website’s rank.

Cutts and his team at Google have been adamant in their endorsement of content as the best way to rank high in Google search. Content should be above the fold and the primary focus of a web page, excessive ads will interfere with the user experience.

“If you have ads obscuring your content, you might want to think about it,” Cutts said at PubCon. “Do they see content or something else that’s distracting or annoying?”

Any website with an ultimately negative user experience will not be ranked highly on Google search and result in a poor content marketing campaign. Even articles of the highest quality cannot make up for truly poor web design.

The amount of businesses relying on content marketing will likely increase moving forward, as ContentLEAD reports the tasks consumers are using search for continue to grow. The study said that local search will become a new critical component with 75 percent of people reporting they use search to find information on local businesses.