Starting next year, Google could begin sending less traffic to mobile websites if they make use of interstitials—the pop-ups that can take up users’ screens, often with advertising.
The change is a blow for some online publishers and website operators who rely on interstitials to generate advertising revenue as users enter their websites via Google searches.
In a post published Tuesday on the Google Webmasters blog, Google product manager Doantam Phan wrote, “Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller.”
As a result, pages where content is not easily accessible to a user on the transition from mobile search results may not rank as highly in Google’s search results after Jan. 10, 2017, the post said. This could result in less traffic to those pages and sites.
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