By Shad Super in Questions —

How Do Interstitials and Pop-Ups Affect Indexation and SEO?

Summary

Interstitials and pop-ups can negatively impact SEO and indexation if they interfere with user experience, especially on mobile devices. Google's algorithms may penalize pages with intrusive interstitials, potentially affecting their search ranking. Here’s an in-depth look at how interstitials and pop-ups influence SEO and what best practices can help mitigate potential drawbacks.

The Impact of Interstitials on SEO

Google's Mobile-Friendly Update

Google has been emphasizing mobile user experience through updates such as the mobile-friendly algorithm. Interstitials that hinder user experience, such as full-page pop-ups that cover the main content, can lead to penalties in search rankings. Google's stance is that content should be easily accessible without unnecessary barriers [Google Search Central Blog, 2016].

Examples of Problematic Interstitials

  • Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
  • Using a layout where above-the-fold portion appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
  • Pop-ups that appear and cover the screen immediately when landing on a page.

Exceptions to Google's Interstitial Guidelines

Not all interstitials are penalized by Google's algorithms. There are some exceptions that include:

  • Legal obligations, such as cookie usage or age verification.
  • Login dialogs on sites where content is not publicly indexable.
  • Banners that use a reasonable amount of screen space and are easily dismissible [Google Search Central Blog, 2016].

Impact on Indexation

Pop-ups and interstitials can also impact how search engine bots crawl and index content:

Crawling Challenges

JavaScript-based interstitials may prevent bots from accessing the underlying content if not implemented correctly. Ensuring that important content is accessible even with interstitials in place is crucial for maintaining good SEO practices [Moz, 2023].

Indexability

Pages that rely too heavily on interstitials may have their important content obscured during the indexing process, which can affect how they appear in search results. It is important to ensure that interstitials do not block essential content from being indexed [Web.dev, 2023].

Best Practices for Using Interstitials

Timing and Frequency

Consider the timing of interstitials to minimize disruptions to the user experience. For instance, delaying pop-ups until after users have had a chance to engage with the content can reduce annoyance. Limiting the frequency of pop-ups during a single session can also improve user experience and SEO [Google Search Essentials, 2023].

Design Considerations

Design interstitials to be easily dismissible and non-intrusive. This includes using smaller banners that do not cover the entire screen and ensuring that users can quickly close them. Keeping interstitials small and unobtrusive can mitigate potential SEO issues [Search Engine Land, 2017].

Testing and Monitoring

Regularly test your site to ensure that interstitials do not interfere with the main content. Monitoring user metrics and feedback can provide insights into whether interstitials are negatively impacting user experience and SEO [Backlinko, 2023].

Conclusion

While interstitials and pop-ups can serve important functions, such as gathering user information or promoting campaigns, they must be used judiciously to avoid negative impacts on SEO and indexation. By following best practices and keeping user experience in mind, websites can balance the use of interstitials while maintaining search engine visibility.

References