Overview: Overall Gist

Google has announced the implementation of their mobile intrusive interstitials penalty. We want to make sure our community is aware of what this penalty includes. And what Google hopes to achieve by enforcing it.
Interstitial penalties for invasive adverts on websites are on the way, according to Google.

The interstitial penalty, like the mobile-friendly upgrade in 2015, aims to improve the user experience. While giving website owners ample time to make changes before losing traffic or ranking. The interstitial penalty is connected to the mobile-first bias in that they are more disruptive on a tiny screen. And it was later revised on January 10, 2017.

Algorithm Rolled Out: January 10, 2017

Algorithm Winners & Losers

The interstitial penalty exists because interstitial adverts might make it difficult or confusing for visitors seeking to access the actual content. All companies, on the other hand, should be paying special attention to how they can enhance their consumers’ mobile experience, as Google will only continue to push for better mobile UX. Amazon and Bellingham Electic are the winners of the Interstitial penalty.
The NY Times’ CNET and The Wirecutter are the losers of the Interstitial penalty.

Algorithm Solution: 

When Google announced that mobile websites that display irritating pop-up messages will penalised. Most of us taken aback by the emotional contradiction of it all.
As smartphone users, we were ecstatic at the prospect of being able to access material without first navigating through an ad.
We panicked as marketers because mobile interstitials were an important source of traffic to our websites.

Google started implementing their new interstitials penalty on January 10, 2017. Penalising “sites whose content is not immediately available to a user on the transition from mobile search results.” In other words, if your mobile website uses a pop-up banner, it may lose its ranking. SitePoint claims that fines will only applied to sites that are part of the mobile algorithm rather than the desktop methodology, which seems reasonable, but with the mobile-first approach, it doesn’t really matter.

The penalty, however, will not affect every website. Sites with legal information interstitials, logins on password-protected sites, and modest, easily disregarded advertisements are all in the clear.

Real-Time Implementation Example

In November 2015, Google began focusing on interstitials for app downloads on websites. Yelp theorised at the time as to why Google didn’t target other interstitials. Claiming it was to maintain their search monopoly; searching within a mobile app avoids Google’s mobile search.

According to Marketing Land, no such thing reported by Google. Instead, Google stated that their choice was based on a study that found that less invasive enhanced interstitial engagement. Later, the research and its explanation chastised for focusing just on one sort of market and website.

Final End Result

Solution 1: It is still possible to create your own custom banners or interstitials in accordance with Google’s guidelines. The obvious disadvantage is that any type of customisation to creative materials cannot easily accomplished by members. This is of your Marketing team and will necessitate considerable engineering labour.


Solution 2:

Through the use of Branch’s Journeys offering, you can convert mobile web traffic into high-value app users by easily leveraging half-page or third-page interstitials that comply with Google’s regulations. In addition to effortless interstitials, you will have access to essential mobile marketing features like:

  • To ensure that the proper members of your audience see the right banners or interstitials, use audience segmentation.
  • Anyone on your team may build and change customizable templates in minutes.
  • The ability to schedule the publication and removal of banners or interstitials at certain, flexible times.
  • Integration into your existing mobile marketing stack is simple and seamless.

When Google releases a new update, the impact on websites and even applications may be unpredictable. When search marketers hear the word “penalty,” they immediately think of a manual action. Marketers are often required to file a reconsideration request accessible in Google Search Console after receiving a notice of violation.

Though there are many other factors, there is an interesting correlation between LCP and position in search engine results pages:


Marketers should correct the infringement and submit a meaningful reconsideration request after they can show Google that the issue has been resolved.

Study Insights:

According to a study by Bigtalker, only 30% of the 3,400 small businesses surveyed in the United States, Canada, Australia, and the United Kingdom have mobile-friendly websites. Of those, 10% do not have a website and more than 60% have outdated sites.

What you should know is that, as of 2015, mobile search results have favoured webmasters who have mobile-friendly websites.


User behaviour plays a role here as well, with mobile users preferring to spend more time on their devices than desktop users. The average mobile online media time measurements have already overtaken desktop data in the United States. On a phone, 51 per cent of time spent online is spent, compared to 42 per cent for desktops.

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