If your web site looks like a cluttered NASCAR vehicle, you are likely already having trouble keeping your users on your site for long. Now, Google is also going to penalize you for your bad design.

Last week, Google announced that it is now taking new measures to weed out web pages that are “top heavy” with ads above-the-fold. Web sites that do not show a positive balance of content vs. advertising above the fold will find it harder to get traffic from the über-popular search engine, since their sites will not rank as high in search engine results.

How do you know if you’re in trouble? Google Search Engineer Matt Cutts says, “If you click on a web site and the part of the web site you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience.”

Google’s search engine algorithms don’t always make the headlines—usually because they are shrouded in secrecy. They make about 500 annual changes to the recipe that determines where sites get listed in their search results. Search engine traffic can deliver anywhere from 50-80% of most general market web site traffic, so when they do share a view behind the curtain on how their search engine works, it’s wise to pay close attention.

This is a good opportunity for managers to evaluate their site design and examine it for usability. While a lower amount of clutter isn’t the only determining factor in how useful or repeat-visit-worthy audiences will deem a site, it’s definitely a big one.

The move may also lend an idea to streaming directory services like TuneIn and iHeartRadio—should they also prioritize their search results with listings of stations that seem to match the user’s preferences and have a track-record of a lower commercial load?

It could result in holding listeners longer. But, a lower amount of clutter isn’t the only determining factor as to how valuable audiences will deem a site or stream. Strong meaningful content is the ultimate bellwether of likeability. Plus, advertising can be content too, when it’s presented in a way that is meaningful and relevant to the audience.

Will Google’s algorithm use “relevance” to users as a way to determine which content is an ad on your site? We don’t know for certain, but it’s a safe bet, since most of Google’s result magic is based on predicting relevance to each end user. That means that if you do have a high level of sponsorships on your site, you may be safer if the sponsorships are in the form of content, games, or other specially showcased content.