On April 19th, Casey Markee, an SEO expert, reported that Google sent notifications through the Google Search Console platform to any websites using intrusive interstitial ads.
The content of the notification further stated that “Removing interstitial ads from your website will improve the performance of the Page Experience algorithm.” Many other SEO experts have commented similarly, noting that Google’s notification will directly impact website SEO ranking algorithms. Let’s explore the details and the extent of the impact.
What are Interstitials or Interstitial Ads?
Google defines “Interstitials” or “Interstitial Ads” as advertisements or popup boxes that disrupt the user experience on a website. Their purpose is to promote various products or services. Many people can relate to this – when visiting a website, you encounter a large popup ad that appears immediately upon loading the page or while you’re enjoying the content. You have to try to close it or scroll past it to see what you want to read. Google considers interstitial ads frustrating and potentially damaging to user trust. However, Google allows their use if they are reasonable, such as those collecting user data or requesting subscriptions or logins to access the website.
What is Page Experience?
According to Google, Page Experience is a metric designed to understand how users experience a website’s pages. This includes factors like page load speed and the reasonableness of interstitial ads. Page Experience is a key algorithm that processes various factors to rank SEO. In addition to interstitial ads, factors like HTTPS and Core Web Vitals also play a role. For more information, you can read this article. However, for SEO specialists wondering whether Google’s notification affects both desktop and mobile versions, the answer is yes, as Page Experience has been updated to work on the desktop version as well.
It’s clear that this notification will have some impact on website SEO. Therefore, if you want your website to have a good SEO ranking, remove inappropriate interstitial ads from your website immediately.
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