Intrusive Interstitial Penalty (2017)

What Is the Google Intrusive Interstitial Penalty Update (2017)?

The Google Intrusive Interstitial Penalty Update, released in January 2017, targeted websites that used intrusive pop-ups and interstitials that interfered with the user’s ability to access content. The main goal was to improve the mobile user experience by discouraging websites from using pop-ups that obstructed content, making it difficult for users to quickly find what they came for.

This update was designed to ensure that mobile websites offered a smooth, uninterrupted experience, especially when it came to the most critical aspect; content visibility.

This update is part of Google’s ongoing effort to prioritize user experience in search ranking algorithms, encouraging webmasters to focus on mobile-friendly, user-centric websites.

What Was the Purpose of the Google Intrusive Interstitial Penalty Update (2017)?

The primary purpose of the Google Intrusive Interstitial Penalty Update was to enhance user experience, particularly for mobile users, by penalizing websites that used pop-ups or interstitials that blocked or obscured content. Google recognized that, especially on mobile devices, users found it frustrating when they were forced to close large pop-ups before they could view the information they were looking for. These types of interstitials were often used for advertising, email sign-ups, or legal notices, but they negatively impacted how quickly and easily users could access the content.

The update’s goal was to align search rankings with a better user experience by lowering the rankings of websites that obstructed content. The broader aim was to create a more seamless browsing experience for mobile users, who increasingly comprised a larger portion of website traffic. Google wanted to encourage webmasters to create mobile-friendly sites that prioritized easy access to content while minimizing interruptions.

What Are Intrusive Interstitials and Why Did Google Penalize Them?

Intrusive interstitials are pop-ups or overlays that cover the majority of a webpage’s content, requiring users to interact with or dismiss them before they can view the site’s main content.

Common examples include:

• These take over the screen and require users to close them before proceeding to the content.
• Forms asking users to subscribe to newsletters or log in before accessing content.
• Large pop-up ads that appear as soon as a user lands on a webpage, sometimes covering the page entirely.
• Pop-ups that require users to confirm their age or agree to terms before they can proceed.

Google penalized these intrusive interstitials because they disrupt the user experience, especially on mobile devices, where screen space is limited. When a website forces users to interact with a pop-up or interstitial to access the content they came for, it can increase bounce rates and frustration. This creates a negative experience, which ultimately harms the website’s overall engagement metrics. Google’s algorithm, therefore, aimed to reduce such interruptions and prioritize sites that offered content that was immediately accessible.

How Did the Intrusive Interstitial Penalty Update Affect Website Rankings?

The update directly impacted websites’ rankings on mobile search results. Websites that displayed intrusive interstitials that blocked content faced penalties in the form of lowered rankings.

• Although the update didn’t penalize desktop sites in the same way, it had a significant effect on mobile rankings, which were becoming increasingly important as Google moved toward mobile-first indexing.
• When websites used intrusive pop-ups or full-screen interstitials, especially on mobile, Google considered them as providing a poor user experience.
• As a result, Google started downgrading those sites in mobile search results. Conversely, websites that adopted a more user-friendly approach—such as smaller, non-intrusive pop-ups, or those that didn’t interfere with content accessibility—were rewarded with higher rankings.

This shift reflected Google’s broader goal of promoting websites that offered a smooth and easy-to-navigate mobile experience, with content being immediately accessible without disruption.

What Types of Interstitials Were Targeted by the Update?

Google’s Intrusive Interstitial Penalty Update primarily targeted pop-ups and interstitials that were intrusive or obstructive to content, especially on mobile devices. However, not all interstitials were penalized. The types of interstitials most affected by the update included:

Pop-ups That Cover the Entire Screen:

Full-screen pop-ups that appear as soon as a user lands on the page are highly disruptive, particularly when they don’t offer easy ways to close or dismiss them. If users have to struggle to close these pop-ups, it could result in a poor user experience and prompt them to leave the site.

Interruption Before Accessing Content:

This includes pop-ups asking users to sign up for a newsletter, accept cookies, or agree to terms and conditions before they can see the content. These types of interstitials force users to interact with the pop-up or wait before they can engage with the page.

Mobile-Specific Full-Screen Interstitials:

On mobile, pop-ups that cover most of the screen and require users to scroll or close them before accessing content were particularly penalized. Mobile users, who often have smaller screens, are more likely to encounter usability issues with intrusive interstitials.

Advertising Pop-ups:

Ads that cover a large portion of the screen, particularly when they appear immediately upon landing, were seen as obstructive. If the pop-up makes it difficult for users to find the content they were searching for, it is penalized.

However, some interstitials were not penalized, such as those for legal notices or age verification that are required by law, as these were deemed necessary for certain sites to function correctly. Additionally, smaller, easier-to-dismiss pop-ups that did not obscure the main content were allowed.

What Are the Exceptions to the Intrusive Interstitial Penalty?

Not all interstitials were penalized under Google’s 2017 update. Several exceptions allowed for certain types of interstitials to be used without risking a penalty. These exceptions included:

• Pop-ups that ask users for legal consent, such as age verification (for sites selling age-restricted products), or cookie consent pop-ups required by privacy regulations (e.g., GDPR), were not considered intrusive.
• Interstitials that used a smaller pop-up format or displayed as banners (especially those asking users to sign up for newsletters or receive updates) were typically not penalized. However, these forms should not obscure critical content or take up a significant portion of the screen.
• If an interstitial appeared after the page had loaded and content was visible, Google was less likely to penalize it. For instance, if the interstitial appeared after the user had engaged with the page or scrolled down a bit, it was seen as less disruptive.
• If the interstitials were easy to dismiss (e.g., clear “X” buttons or “Close” options), and did not significantly block content, they weren’t likely to be penalized. This allowed for some flexibility while still prioritizing user experience.

In essence, interstitials that didn’t block or significantly interfere with access to content—particularly when they appeared after the user’s content request had been fulfilled—were typically not penalized.

How Did the Intrusive Interstitial Penalty Update Affect Mobile Websites?

Mobile websites were directly targeted by the Intrusive Interstitial Penalty Update because of the growing importance of mobile-first indexing and the need for mobile optimization.

Since mobile devices have limited screen space, pop-ups that covered most of the screen were especially disruptive and frustrating for users. Websites that displayed full-screen interstitials that users had to close before accessing content were penalized, as these interstitials created a bad user experience on small screens.

As mobile-first indexing became more prominent, websites that optimized their mobile user experience by minimizing the use of intrusive interstitials saw better rankings.

On the other hand, mobile websites that continued to use disruptive pop-ups faced a decline in rankings. Google’s update made it clear that mobile users should have immediate access to content, and any barriers, such as pop-ups, that interrupted that access would be penalized.

In the years following the update, mobile usability became even more important, and websites that embraced mobile-friendly practices, including limiting interstitials, gained a competitive edge in search rankings.

What Are the Benefits of Avoiding Intrusive Interstitials for Website Owners?

Avoiding intrusive interstitials offers several benefits for website owners:

•  Websites that allow users to access content immediately without interruption create a better experience, increasing user satisfaction and engagement. When users don’t have to close pop-ups or navigate around intrusive elements, they’re more likely to stay on the site longer and interact with its content.
• Google’s penalty update favors websites that prioritize user experience. By minimizing or eliminating intrusive pop-ups, website owners can prevent penalties and boost their rankings in Google search results, especially on mobile.
• When users are frustrated by interstitials, they are more likely to leave the site. Sites that provide easy, seamless access to content see lower bounce rates, as visitors don’t have to close pop-ups or navigate away from the page to view information.
• Sites that use non-intrusive methods for collecting information (like using small banner ads or form fields that don’t disrupt content) tend to convert users at higher rates. A user-friendly site encourages visitors to engage with content and take actions such as subscribing to newsletters or completing purchases.
• Websites that offer a smooth and seamless browsing experience are more likely to build trust with users. A site that avoids frustrating pop-ups demonstrates a commitment to respecting user needs and improves brand reputation.

How Can Website Owners Avoid the Intrusive Interstitial Penalty?

To avoid the penalties associated with intrusive interstitials, website owners can follow these best practices:

Limit Pop-Up Usage:

Use pop-ups only when necessary, and avoid full-screen pop-ups that cover the entire page. Consider using smaller pop-ups that are easier for users to dismiss.

Optimize for Mobile:

Ensure that mobile users have immediate access to content without having to close large pop-ups. Prioritize user experience by avoiding mobile interstitials that take up most of the screen.

Make Pop-Ups Easy to Close:

If pop-ups are necessary, ensure they are easy to close and do not require multiple steps to dismiss. Include clear “X” or “Close” buttons, and don’t make users navigate away from the content to close the interstitial.

Display Pop-Ups After Content Loads:

Avoid displaying pop-ups as soon as the user lands on a page. Instead, consider showing pop-ups after the page loads or after the user scrolls down, ensuring that the content is accessible first.

Use Alternative Forms:

Rather than using full-screen interstitials, consider less intrusive methods of capturing user attention, such as inline forms or small banner notifications that don’t block the main content.

How Has the Intrusive Interstitial Penalty Update Influenced Modern SEO?

The Intrusive Interstitial Penalty Update has had a lasting impact on SEO practices, particularly regarding mobile optimization and user experience. The update underscored the importance of providing immediate access to content and minimizing interruptions, signaling a shift in how websites should approach content display, especially on mobile devices.

As mobile-first indexing became more important, Google began favoring websites that optimized for mobile usability, which includes limiting disruptive pop-ups and interstitials. This shift has influenced modern SEO strategies by highlighting the need for websites to prioritize usability, accessibility, and a seamless user experience, especially as mobile traffic continues to dominate the web.

Websites that adapt to these user-first principles are more likely to succeed in today’s SEO landscape, as user experience signals (such as bounce rate, time on page, and engagement) are increasingly considered in Google’s ranking algorithms.

Final Thoughts on Intrusive Interstitial Penalty

The Google Intrusive Interstitial Penalty Update (2017) targeted pop-ups and interstitials that obstructed content, particularly on mobile devices. Its goal was to enhance the mobile user experience by discouraging disruptive elements that made it harder for users to access content. Websites using intrusive pop-ups saw their mobile rankings drop, while those optimizing for easy content access were rewarded.

This update emphasized the need for mobile-friendly designs and a seamless user experience. Sites with non-intrusive pop-ups or alternative methods to capture attention had a better chance at higher rankings and improved user engagement. As mobile-first indexing grew, this update shaped SEO strategies by prioritizing user satisfaction and content accessibility. Websites focusing on these elements are more likely to thrive in today’s digital landscape.