Interstitials are pop-ups or overlays that cover content. Google penalizes intrusive mobile interstitials that hurt user experience. Use them sparingly and ensure content remains easily accessible, especially on mobile devices.
Why Interstitials Matter for SEO
In 2017, Google announced a penalty for intrusive interstitials on mobile devices. The search engine giant recognized that these pop-ups were a significant source of user frustration and were actively harming the mobile experience. If an interstitial appears immediately upon a user landing on a page, it can cause the page to be demoted in search rankings, especially on mobile. This is part of a broader shift in Google’s algorithms to prioritize user-friendliness and accessibility, a core tenet of the E-E-A-T framework. While not all interstitials are penalized, those that block content and appear unexpectedly are a red flag for search engines.
Across Different CMS Platforms
The implementation and management of interstitials can vary across different CMS platforms.
WordPress
WordPress users can add interstitials using plugins. While this makes it easy to add a pop-up, it is critical to use a plugin that allows you to control the timing and conditions under which the interstitial appears. You should configure it to avoid showing immediately on page load, especially on mobile.
Shopify
Shopify stores often use interstitials to announce sales or collect email sign-ups. The best practice here is to use an app that allows you to set a delay or trigger the interstitial only after a user has scrolled or spent a certain amount of time on the page. This prevents the pop-up from appearing as soon as a user lands from a search result.
Wix
Wix has built-in features that allow you to add and customize lightboxes and pop-ups. It’s important to use these features to create a smooth user experience. You can set them to appear on a click or after a significant delay, which mitigates the risk of a Google penalty.
Webflow
Webflow gives you granular control over your website’s design and functionality. You can use interactions and animations to create custom pop-ups that are less intrusive. A good strategy is to trigger the pop-up based on a user’s action, such as clicking a button or reaching the end of an article.
Custom CMS
With a custom CMS, you have the most control to implement interstitials in a way that is compliant with Google’s guidelines. You can program them to only appear on certain pages, for specific users, or after a long delay, ensuring they do not interfere with the user’s initial experience.
Across Different Industries
The use of interstitials is common, but the context and best practices change across industries.
E-commerce
E-commerce sites often use interstitials for promotions or email collection. The best practice is to trigger the pop-up on a product page after a user has shown clear interest, rather than on the initial landing page.
Local Businesses
Local businesses might use interstitials to promote a special offer or to direct users to their social media pages. It’s best to use them on pages that have already established user intent, such as a contact page or a service page.
SaaS Companies
SaaS companies frequently use interstitials to prompt users to sign up for a free trial or a demo. A well-timed interstitial that appears after a user has read about a specific feature can be very effective and less intrusive.
Blogs
Blogs use interstitials for email newsletter sign-ups. The most effective strategy is to trigger the pop-up after a user has read most of an article. This “exit intent” pop-up is a great way to capture a lead without interrupting the reading experience.
Do’s and Don’ts
Do’s
- Do use a non-intrusive approach. Use banners or on-page pop-ups that do not cover the entire screen.
- Do use a delay. A pop-up that appears after a user has spent 10 seconds on the page is less intrusive than one that appears immediately.
- Do make them easy to dismiss. A clear “X” button is a must.
- Do use interstitials for legal requirements. For example, an age verification pop-up is a necessary use of an interstitial and will not be penalized.
Don’ts
- Don’t use a full-screen interstitial on mobile. This is the primary trigger for a Google penalty.
- Don’t use interstitials that prevent a user from accessing content. The pop-up should be a dismissible overlay, not a gate.
- Don’t use a pop-up on every single page view. This is a poor user experience and can lead to a high bounce rate.
Common Mistakes to Avoid
- Triggering a full-screen interstitial on the first page load. This is the number one mistake and can have a significant negative impact on your mobile rankings.
- Having a pop-up that is difficult to close. A small “X” or a pop-up that reappears after being closed is frustrating for users and can lead to a penalty.
- Using interstitials for frivolous content. They should be used sparingly and for a clear business purpose.
FAQs
Are all interstitials bad for SEO?
No. Google’s penalty is specifically for “intrusive” interstitials that appear on mobile and prevent the user from accessing the content. Other types, such as a login pop-up, are generally not an issue.
How can I test if my interstitial is negatively affecting my SEO?
You can use Google Search Console’s “Mobile Usability” report to identify pages with mobile usability issues. You should also monitor your bounce rate and mobile rankings after implementing an interstitial.
What is the difference between a pop-up and an interstitial?
A pop-up is a general term for a window that appears on a webpage. An interstitial is a specific type of pop-up that typically takes over the entire screen, particularly on mobile devices.
Can a pop-up that appears after a user has scrolled harm my SEO?
No. Google’s penalty is for pop-ups that appear immediately upon page load. A pop-up that appears after a user has scrolled or clicked on a link is generally considered acceptable.
What is an example of an acceptable interstitial?
A good example is a pop-up that appears after a user has clicked on a link to a different page. This is a common and acceptable practice and will not harm your SEO.