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All You Need To Know About Google Mobile Interstitial Penalty

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Google has redefined the browsing experience with another great idea form its pocket! Mobile Interstitial Penalty, a mobile-friendly algorithm, is made applicable from January 10, 2017, and was introduced in last August 2016. Google unfolds the mystery and explains,
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible.”

Hence, Google will devaluate web pages with interstitials or intrusive pop-up ads, although “reasonable” banners are fine.

mobile interstitial

Google Mobile Interstitial Penalty: A Brief Overview

It is widely termed as a mobile interstitial penalty with Google frowning upon ads using around 15% of the screen size. Exceeding that percentage might get you into trouble! Google has widely suggested operators and webmasters:

Instead of full page interstitials, we recommend that webmasters use more user-friendly formats such as app install banners. We hope that this change will make it easier for searchers to see the content of the pages they are looking for.

Suggestions to Avoid Google’s Mobile Interstitials Penalty

  • Google’s Advice

The foremost advice Google offers is:

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.

  • No Penalization for Page-to-Page Interstitials

Google will not block or put down every page with interstitials, but only those which are addressed on SERPs. However, in case of an interstitial being displayed inter-linked webpages, there is no such hard-and-fast rule.

Google’s John Mueller advised users on whether the penalty is applicable to landing pages directed from SERPs or not. He answered the question on Twitter,

John Mueller Tweet

  • Don’t Post Content with Ads 

Uploading any content with interstitials/pop-ups is against the Google guidelines, and will not be acceptable. This involves the ads appearing on your website’s landing page, or while scrolling down a webpage. A content must be readable and mustn’t display any kind of promotional pop-up.

  • Review Your WordPress Plugins

While working with WordPress plugins to operate interstitials, stay in command with Google’s latest policies. It is as simple as altering the sizes using WP plugins. Focus more on content quality and relevancy, and keep it short, crisp and unobtrusive.

  • Mobile-Friendly Label: Removed, Mobile-Friendly: Matters

Being a mobile-friendly page is important and functional, but no intrusive interstitials will be entertained. There is no need to be stressed over the fact that your content doesn’t highlight the “mobile-friendly” label.

Mobile Popup ads

  • Mobile OR Desktop: Are Interstitials Allowed?

As per the policies, one doesn’t need to eliminate any pop-up ad or interstitial from a desktop browser/search engine. But it is penalized on mobile platforms, and need to be removed for better interaction.


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