Google warns it will crack down on “intrusive interstitials” in January

Barry Schwartz on
  • Categories: Alerts, Channel: SEO, Google: Mobile Friendly Update, Google: Penalties, Google: SEO
  • Google has announced that it will begin cracking down on “intrusive interstitials” on January 10, 2017, because this type of ad “can be problematic on mobile devices where screens are often smaller.”

    Google will be potentially penalizing — i.e., lowering the rankings — of these web pages. Google said “pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

    Google explained which types of interstitials are going to be problematic, including:

    Here is a diagram from Google to convey the above points:

    Google listed three types of interstitials that “would not be affected by the new signal” if “used responsibly.” Those types are:

    Here is a diagram from Google to convey the above points:

    In November 2015, Google launched app install interstitial penalty. Google is doing away with that version and somewhat rolling in that penalty with this new interstitial penalty. Google wrote:

    We previously explored a signal that checked for interstitials that ask a user to install a mobile app. As we continued our development efforts, we saw the need to broaden our focus to interstitials more generally. Accordingly, to avoid duplication in our signals, we’ve removed the check for app-install interstitials from the mobile-friendly test and have incorporated it into this new signal in Search.

    Search Engine Land will stay on top of this rollout when it happens next year.


    About The Author

    Barry Schwartz
    Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry can be followed on social media at @rustybrick, +BarrySchwartz and Facebook. For more background information on Barry, see his full bio and disclosures, click over here.