Won’t you scowl or get angry when you click on the link and land on the popup rather than the content? While graying out the content underneath, it hurdles smooth accessibility. However, advertisers find it like a blessing in disguise. Why don’t they think so! It’s their shortcut to get visitor’s authentic data which is like a goldrush.

But Google dedicatedly works to enhance users’ experience. It intends to make the websites accessible, browsable and instinctive. This is why it had announced to penalize the websites involve in intrusive interstitial.

What’s intrusive interstitial penalty?

As told in the introduction, ‘Intrusive Interstitial Penalty’ is the devaluation of the websites that spoil users’ experience on mobile phone. Wondering how the websites can do so?

Actually, some websites intentionally stick popups, like ads and banner for subscriptions, to serve their prospective goals. But users who readily search the relevant content get very disappointed. Rather than catching on what they search, they have to wait for the ‘timeout’ of the displayed ad. The distracted users have to switch to other site or get caught up in wait-n-watch situation.

To stop such practices, Google has decided to end it through penalty called ‘intrusive interstitial’. This guideline will be executed since January 10, 2017.

The website that covers up reasonable space of the screen on the mobile will not be executable.

Let’s have the roundup of the penalty and know which one would be penalized:

Penalty will be imposed on the site that showcases:

* Interstitials/ Popups that suddenly appear to disturb smooth browsing of mobile-app:The users have to subscribe or fill up the form before landing to the content that actually value to him.

Have you browsed Flipkart on your mobile phone? You can’t access its site because a popup compels them to download its app first.

* Interstitials that suddenly pop up while scrolling through the mobile app:Many smart websites flash the interstitials/ads while the user scrolls through the webpage. The overlaying popup prevents them accessing what they actually want.

If you access viralsection.com on your mobile, all of sudden you have to halt since a popup flashes until a few seconds. Or, you have to scroll up and down to tap on ‘X’ to close it.        

* If the content above the fold resembles more like an interstitial and the actual content pops below the fold:Catch on the e-Commerce websites. I’m sure a huge banner with displaying lots of discount offers, sale and gifts appears. They are intentionally put above the fold to catch the eyeballs. They are stuck there to motivate revenue model. However, they are popped for short duration. But eventually, they emerge as the biggest disturbance between the great user’s experiences.     

Exceptions are applicable to the content that values utmost:

* If Google will find the content of the page highly relevant, it will continue to value the website despite being popped up interstitial on mobile phone.

It’s noteworthy that this devaluation is valid for the mobile browsing only. For desktop interstitials, it will be ok.

No penalty for the websites that:

* Occupy reasonable space for interstitial on the screen while browsing through cellphones.

* Are obligated to use a legal warning or notice.

If you have noticed, many dating websites and several official websites do pop these interstitials. Some ask for age verification mandatorily while some take permission to save your cookies. These kinds of websites would be prevented from such penalty.

Penalty:

Since interstitials interrupt users’ experience, it causes adverse impact. And Google want to enhance this experience. Therefore, it has decided to devalue the ranking of such websites that are found convict. It implies that such website must be ready to rank down if they continue to flash popup to disrupt user experience.