Announced in 2017 on a Webmasters article, Google has released an update targeting mobile sites where “intrusive interstitials” were used, meaning that these sites would not rank as highly in search results.

“Starting today, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high”

In the same article, Google identifies negative applications of interstitials where a page’s content accessibility is worsened for the user. This is comparative to pages where no pop-ups were present and the content remained uninterrupted.

“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible.”

Google’s quest for a perfect user experience saw the search engine crack down on interstitials from January 10th, 2017. Simply, these describe instances where a page’s core content is obscured. These include everything from generic pop-ups to email capture lightboxes. If accessibility of content is under question, then Google considers a pop-up intrusive and will reduce your page’s visibility in search.

Google offered the examples of pop-ups that could result in reduced visibility:

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