Google, the technology titan, is gearing up to change its criteria for website ranking on its widely used mobile search platform. This change involves penalizing websites which employ intrusive app install pop-up ads to catch user attention. Often, websites use this method to prompt mobile users to download their application, bypassing manual Google searches.
While this method may appear entrepreneurially sound, it often frustrates users. Sometimes, these pop-up ads block relevant content from the user’s view, creating a more cumbersome and less efficient browsing experience. The common way to dismiss these pop-ups is by clicking an elusive “x” that can be a struggle to locate and easy to unintentionally activate, ultimately drawing the user away from their desired content.
This adjustment follows Google and Bing’s previously announced initiative to favour mobile-friendly sites. Both search giants emphasized that sites optimized for mobile use would be rewarded in their ranking system. The new punitive measure against intrusive app install ads enhances Google’s commitment to user-friendly search experiences.
Google has a suite of resources to test the mobile friendliness of your site and to avoid infringing upon the new app install ad rules. This change will be implemented starting November 1, 2015. Be well-prepared for this update and avoid losing precious visibility on the web’s most popular search engine.
Remember: A less intrusive app install prompt is often preferred by users. It provides them with the choice to install the app if they find value in it, rather than obstructing their navigation. Striking a balance between growth and user satisfaction must be the priority in all online strategies.
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