By Shad Super in Questions —

How Can Interstitials and Pop-Ups Affect a Website’s SEO and User Experience, According to Google's Guidelines?

Summary

Interstitials and pop-ups can negatively impact both a website's SEO and user experience if not implemented carefully, as per Google's guidelines. Google's algorithms penalize websites that use intrusive interstitials that prevent users from easily accessing content, potentially affecting search rankings.

Impact on SEO

Intrusive Interstitials and Ranking

Google aims to prioritize websites that provide a pleasant user experience. As part of this, Google penalizes sites with intrusive interstitials that take up a significant portion of the screen and hinder user access to content [Helping Users Easily Access Content on Mobile, 2016]. Examples of intrusive interstitials include pop-ups that cover the main content and standalone interstitials that must be dismissed before interacting with the main page.

Mobile-First Indexing

With mobile-first indexing, Google primarily uses the mobile version of a site's content for indexing and ranking. Intrusive interstitials can be particularly problematic on mobile devices due to smaller screen sizes, which makes them even more obstructive [Mobile-First Indexing, 2020].

Impact on User Experience

Usability Challenges

Intrusive interstitials can significantly detract from user experience by disrupting the flow of information and causing frustration. Users may leave the site altogether if they find it difficult to access the desired content, leading to increased bounce rates [Why Pop-Ups are Bad and 5 Alternatives, 2018].

Accessibility Issues

Pop-ups can present accessibility challenges, particularly for users who rely on screen readers or have mobility impairments. If pop-ups are not properly coded or are difficult to close, they can create barriers for these users [Blocking Pop-Ups or Modal Dialogs, 2017].

Examples of Acceptable Interstitials

Not all interstitials are penalized. For instance, legal obligations such as cookie usage notifications or age verification pop-ups are generally considered acceptable, provided they are implemented responsibly [Mobile Interstitials, 2021].

Login Dialogs

Login dialogs that allow access to content behind a paywall are also acceptable as long as they are not overly intrusive and are necessary for accessing the primary content of the site [Search News: Webmaster Relations, 2017].

Conclusion

To ensure a website complies with Google's guidelines and provides a positive user experience, it is important to avoid intrusive interstitials and pop-ups. Websites should prioritize quick and easy access to content, especially on mobile devices, to maintain high search rankings and user satisfaction.

References