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Google has tightened its regulations on websites with “intrusive interstitials” in a bid to enhance user experience, especially when surfing mobile websites. Intrusive interstitials comprise online pop-up advertisements that first show up when you visit a website, instead of the page you intend to see. So, if your website is jampacked with pop-ups that prevent a user from easily accessing your content, you might see your rankings dip a little – or completely take a nosedive.

But Google means well – it is implementing these steps to ensure a smooth and seamless user experience for all its users. In a way, it is helping your business website provide a better service to your audiences by allowing them to get to your website instantaneously. For example, if users have to close several ads before they get to your site, you are not giving them a good experience. And if you are not making them happy, your rankings might suffer.

‘These are not the interstitial entities you are looking for’


Before you purge all your interstitials, try to analyse and determine what type of popups they are. If they provide value to any web user, it is probable that Google will not penalise them. Pop-ups that will most likely be safe from Google’s penalties include those asking for a user’s age verification, permission to use cookies, or those that prompt a user to key in their log-in details to fully access the website. Banners that do not occupy too much screen space and can be easily dismissed might also be an exception.

What else has Google dipped its fingers into for better mobile UX?


Google is a renowned trendsetter of changes aimed at making the online world a happier and better place for all. Recently, these changes are geared towards mobile devices, given that more searches are coming from smartphones, tablets, and other handheld devices today. (In our previous blog post, we cited a study by the Global Web Index showing 91{7763190c2940bc922582f128c4646ce172bb5ab5f2af15fda6a3585effc19535} of internet users own smartphones and they account for more than one-third of daily online time.) Over the years, Google has been activating features that encourage website owners to create a mobile-friendly version of their websites. Previously, Google even launched a mobile-friendly label in its search engine listings, telling users immediately which websites provide a good mobile user experience. Since then, more than 80{7763190c2940bc922582f128c4646ce172bb5ab5f2af15fda6a3585effc19535} of websites have adopted a mobile responsive design.

Interested in building a smart website design that is easily navigable on mobile devices? Contact our experts at USEO today and find out how!

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