Google takes action against pop-ups usage on mobile websites: what does that mean for marketers?

The user experience is at the heart of the giant Google’s concerns. That is why the announcement regarding sanctions on the use of intrusive interstitial on mobile sites was not a big surprise.
Sophie Lamarche
1 December 2016
Omni-Channel Marketing Campaign
2 min 10
google sanctionne lutilisation de pop ups sur les mobiles   quelles consequences pour les marketeurs

User experience is usually at heart of Google’s website indexation algorithm changes. So it was no big surprise when the giant announced, at the end of last summer, that pop-ups and interstitials usage on mobile websites would be punished.

But first, what are interstitials?

There is a subtle difference between pop-ups and interstitials. The pop-ups that we are used to are windows that appear over the main content and cover it, totally or partially, until the user closes it. Interstitials are pages that display between two other pages during web navigation.

What Google says about interstitials and pop-ups?

As of January 10, 2017 (Update December 2018), mobile pages including intrusive elements might not rank as high as they used to before because Google now considers that limiting access to the main content offers a bad user experience.

What Google means by ”intrusive”?

Maybe you think that all pop-ups and interstitials are intrusive, but Google doesn’t think that way and accepts some of them. The following elements are considered as non-intrusive:

  1. Interstitials that are required by law, like those that inform of cookie usage or for age verification.
  2. Login dialogs on sites where content is not publicly indexable.
  3. Banners that use a reasonable amount of screen space and can easily be closed.

Pop-ups and Intertitials not sanctioned by Google

Source: Google

About Mobile-first indexation

In addition to the new interstitial and pop-up measures, Google also announced that indexations will now be made on a mobile-first basis. Since the majority of searches are now made on mobile devices, this is where they are going to be analyzed first, instead of desktop pages.

What are the impacts for marketers?

Marketers now have to optimize their pages for mobiles first. And if it wasn’t already clear to you, it goes without saying that you need to get rid of all intrusive elements on your mobile site… unless of course you don’t care about your Google ranking, which would be quite surprising. This new measure will force companies that rely on pop-up ads for revenue to find new (and better) ways of making money without obstructing user experience.

Replacing pop-ups with high quality content is a good way to start. This content, in addition to being rewarded at the SEO level, will attract prospects and, in the end, create sales revenue with the use of calls-to action and embedded forms. For more information, see the official Google announcements.

Find out how your company can benefit from Dialog Insight.

Read also

Blog

Explicit Data vs. Implicit Data in Digital Marketing: How to Use Both to Boost Customer Experience

Customer data falls into two main categories: explicit data, voluntarily provided by the user, and implicit data, inferred from their behaviors. Understanding their complementary roles and knowing how to leverage them together makes it possible to personalize the experience, optimize marketing campaigns, and strengthen customer loyalty.

Blog

Email Marketing vs. SMS Marketing: Which One to Choose?

Email marketing or SMS marketing: Which is more effective to reach your customers? Discover the advantages, limitations, and uses of each channel, along with best practices to combine them and maximize your conversions.

News

Reach every contact on the right channel, at the right time

Discover Smart Channel & Omnichannel STO

Data Management

Centralized Marketing Content Using an Asset Library

As a business, you know that marketing content is important. It helps you connect with your customers, generate leads, and build brand awareness. Different contents are created and used in the same organization by different teams. Although, that can become challenging to manage all that information efficiently. Even more now with teams being more and more decentralized with remote work. One solution to improve content management is to centralize your marketing content using an Asset library.

Omni-Channel Marketing Campaign

Omni-Channel Strategy – Adjusting to the Connected Client

Consumers are using different channels to make purchase and they all cross roads at some point. Businesses have no other choices than to adapt their strategy to become omnichannel.

Analytics

Tests in marketing: some basic concepts and tips

In a world where we are constantly seeking to optimize the results of our campaigns and their ROI... testing is imperative for marketing!

New at Dialog Insight

Every message, on the right channel, at the right time — automatically.

What if your campaigns could find on their own the ideal channel and the perfect moment to generate more impact?With Smart Channel and Omnichannel STO, your campaigns become more engaging and more effective: