Our friends at Google are continuously becoming more user-focused - especially when it comes to mobile optimization. While that may seem like a good thing, it actually means they’re becoming less ad and marketing-friendly. One of the latest announcements that sent the marketing world reeling was the user-centered new mobile Google algorithm, more specifically against mobile pop-up ads. Come January 10th, 2017 they’re changing their criteria on ranking for mobile search results. Say goodbye to pop-ups, or what Google is calling “interstitials”.
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible,” says Google’s official announcement.
Examples of Especially Disruptive Culprits:
- A full coverage ad that pops up immediately upon entering a site or while browsing a page
- A free-standing pop-up that requires dismissal prior to accessing the main site content
- A pop-up disguised as original content
What The New Mobile Google Algorithm Means For You:
- If you must have pop-ups, make sure they are easily dismissable and take up only a reasonable amount of screen space
- Legally obligated interstitials won’t affect ranking (e.g., cookie acceptance notices, age limit restrictions, log-in boxes, etc.)
- Make sure your website is mobile-friendly if it isn’t already - check here
User-focused web design is one of the core tenants of digital marketing and SEO. The new mobile Google algorithm is only doing what it’s supposed to do. For you, as a business, it is absolutely crucial to rethink and reevaluate your methods of revenue generation and information capture if it’s centrally focused on pop-up ads. If you don’t, you risk losing out to competitive ranking opportunities. Put yourself in the shoes of the customer - do you really want to see pop-up ads?
Stay creative. Get your marketing experts to work on creating valuable content that draws visitors. Only suggest and display relevant information. Offering something valuable, hidden behind a landing page (e.g., a downloadable, template, checklist, etc.) offers you the opportunity to generate leads and capture information in a way that the new mobile Google algorithm won’t mark against your mobile-rankings. Basically, just avoid pop-ups altogether, unless the customer asks for one (i.e., a landing page).
Don’t miss the train!