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SEO : Google Intrusive Interstitials Mobile Penalty

Google announced a new search algorithm penalty which results in the demoting of mobile pages that uses "intrusive" interstitials. The Search Engine Optimization (SEO) service companies have to update to this new algorithm change. SEO service companies should always check for Google search engine algorithm update.

What are intrusive interstitials ?

The intrusive interstitials are the interstitials which make the content less accessible to a user who access a website in mobile.

Examples of bad mobile interstitials:

  • A standalone interstitial which have to be dismissed by the user before accessing the main content.
  • Popup which appear immediately after the user navigates to a page from the search results and cover the main content. Popup which appear while they are looking through the page.


  • A layout in which the above-the-fold portion of the page seems similar to a standalone interstitial, but the original content is situated directly below the fold.

According to Google, not all interstitials are bad. Google said these Interstitials would not be affected

  • The Interstitials that becomes visible in response to a legal obligation. Example: Interstitials for cookie usage or for age verification.
  • Easily dismissible banners or banners that use a reasonable amount of screen space. Example: Banners provided by Safari and Chrome for the app installs are examples of banners that use a reasonable amount of screen space.
  • Login dialogs on websites where content is not publicly indexable.