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Google’s Interstitial update – A.K.A. “Death to mobile popups.”

In August 2016 Google announced that on January 10, 2017 websites displaying obtrusive “interstitials” to mobile users wouldn’t rank as highly in the search results, and they would banish this type of advertising behavior from the cosmos! If you’re wondering what “interstitial” means, it’s Silicon Valley tech-speak for a popup ad.

Let’s have a quick read over the announcement from the team at Google and then look at what this update means for businesses:

“Here are some examples of techniques that make content less accessible to a user:

· Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.

· Displaying a standalone interstitial that the user has to dismiss before accessing the main content.

· Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.”

Helping Users Easily Access Content On Mobile


In other words, with the exception of cookie verifications and legal notices, age verifications, and app install banners, all other popups will lead to poor performance in the mobile search results.

I’m on the fence on this update, I know from experience a lot of website owners and business owners achieve significant sales from subscribers that sign up to their popups. Dictating the marketing of website owners to such a degree could be considered an over-reach from Google. By making it more difficult for site-owners to maximize the sales of their website visitors, are Google encouraging site owners to spend more money on AdWords and remarketing campaigns to encourage more customers to return to their site?... I’ll let you decide.

On the other hand, a significant number of websites load unnecessarily slow and make mobile web browsing a clunky, slow and unreliable experience. Quite often, the cause of the slow loading is the site owner clogging up their website with complicated scripts and files that power the popup advertisements—sorry, I mean interstitials. Google have played a significant role in nudging website owners to update their technology and make browsing the web an effortless and usable experience, which is good for the Internet community as a whole.

Whatever your feelings about this update, this is going to be a positive change for users. The way we browse the web on our phones will become faster and more reliable as a result. Just ensure you disable mobile pop-ups or you will likely see some drop-offs in your mobile search visitors. Death to popups, long live browser notifications!

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