June 17, 2021
Google pop up ad penalty

New Google Pop-Up Ad Penalty Coming

A new Google pop-up ad penalty will be coming to the web soon, to reduce or eliminate what the search giant calls “intrusive interstitials” on sites…

A new Google pop-up ad penalty is coming to the web, beginning in the first weeks of next year. This change represents another step toward placing the mobile web as the primary information access portal. Two years ago, Google rolled out a ranking signal, designed to punish non-responsive or non-mobile properties dubbed “Mobilegeddon.” It followed the thin or low quality site Phantom penalty update. Now, the search giant is warning it will penalize sites displaying pop-up ads and other “intrusive interstitials.”

“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly,” Google posted on its official blog.

New Google Pop-Up Ad Penalty Coming

The new Google pop-up ad penalty isn’t designed or intended to target legal obligations, such as age verification or use of cookies. In addition, small banner ads and logins will not receive a penalty. For the most part, the search engine which handles about 67 percent of all queries, is targeting overlays that grey out content underneath from site visitors. Said overlays are those which last a few seconds or require readers to tap an “X” to dismiss.  Similarly, it appears effects which create the same or nearly the same experience as a pop-up (those taking up most of the page until fully loaded) will too be targeted.

This move appears an attempt to include more website elements which reduce user experience and therefore, will lower organic search rank inclusion.  Recently, Google announced it would expand its ‘post directly to search results’ feature from tens to thousands of businesses. Read the official announcement here.

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Owen E. Richason IV

Covers social media, apps, search and like news. History buff, movie and theme park lover. Blessed dad and husband. Owen is also a musician and is the founder of Groove Modes.          

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