In January 2017, Google is going to come down heavily on the “intrusive interstitials” that are displayed by the sites. To make it more simplified, it can be said that these intrusive interstitials are mainly the pop-ups, which are showed by the sites. Google believes these pop-ups hamper user experience gravely. That’s why they have decided to make changes in their search engine algorithm where they will make content visibility on smartphone a ranking signal.
What will be the Impact of such an Algorithm Change?
This algorithmic change will definitely make it tougher for sites that display pop-ups. They will certainly find out that the content is not performing as strongly as they were doing in mobile search. It is being regarded as the second phase of “mobile friendly update” of Google, which was first introduced in 2015 spring. Many experts in the search community are also calling it “mobilegeddon”. In this phase, Google is going to downgrade those sites that use pop-up boxes and other kinds of intrusive interstitials, thereby making it difficult for users in accessing content they are trying to reach.
You may be thinking why Google has announced about this upcoming update in advance. They have done it to let businesses and the SEO companies in India (who are working on behalf of the users) to use this remaining time in adjusting their strategies so they don’t get hurt when Google indeed roles out the update in January 2017.
Why Google is rolling out Part 2 of Mobile friendly Update?
Google is going to roll out this update because it wants the mobile searchers to get a better user experience over their smartphone search. To let mobile searchers avoid getting visually obscured content, Google is rolling out this update. As per the announcement they did in their Google Webmaster Central Blog, it was said that the new mobile friendly update will help the users access their coveted content easily and cleanly.
If a pop-up box is there, a user will not get the content properly. In fact, such a pop up will annoy the users, who have entered a site after finding on the Google search. To improve user experience and at the same time maintain reputation of Google as the leading search engine, Google is rolling out second part of the mobile friendly update. A SEO company in India will have enough time to make the required changes so that their clients’ sites don’t get hit by the Google’s January update.
Which are “intrusive interstitial”, as per Google?
Intrusive interstitial is defined by Google in many ways. Though Google’s definition given in the Google’s Webmaster central blog is fuzzy, it is important to note that there are specific aspects that are known as intrusive interstitial and they are:
● A pop-up box covers the main content and it restricts the user from seeing the content. It can either take place just after navigating to the page after finding it on the search result or sometime after reading the content.
● Display of standalone interstitial
● Use of a special layout where page’s above-the-fold portion looks like a standalone interstitial
All these aspects must be kept in mind by your SEO company in India so that your site doesn’t get penalised.
Which interstitials will be Acceptable by Google?
● Interstitials appearing due to legal obligation, including age verification and cookie, will be acceptable.
● Login dialogs for private content will be acceptable.
● Banners use quite a lot of section of screen space and can be dismissed easily. These will be applicable.