What’s Google’s interstitial rule?

Google’s interstitial rule refers to its guidelines and penalties regarding the use of intrusive interstitials—specifically, pop-ups and other overlays that negatively impact the user experience on mobile devices. Google introduced this rule as part of its effort to improve the mobile browsing experience and to ensure that users can easily access content without interruptions. This rule became especially significant when Google rolled out the Mobile-First Index, which prioritizes the mobile version of websites for ranking purposes.
What Are Intrusive Interstitials?
Intrusive interstitials are pop-ups or overlays that cover a large portion of the screen and prevent users from accessing the main content of a webpage immediately. These types of interstitials often hinder user experience by blocking content or making it difficult to navigate on mobile devices. Google considers these types of pop-ups particularly problematic on smaller screens because they disrupt the user’s ability to read or engage with content.
Google’s Interstitial Rule: Key Guidelines
Google’s interstitial rule, implemented in January 2017, specifically targets websites that display intrusive interstitials on mobile devices. Sites that violate this rule can face ranking penalties in mobile search results. The primary goal of this rule is to ensure that users can access content without encountering frustrating pop-ups that obstruct the browsing experience.
Here are the main aspects of Google’s interstitial rule:
1. Interference with Main Content
Google penalizes pop-ups or interstitials that block the main content either immediately after the user lands on a page or while navigating through it. If a pop-up covers most of the page’s content on mobile and prevents the user from interacting with the content, it is considered intrusive.
- Example of Violation: A full-screen pop-up asking users to sign up for a newsletter that appears as soon as the page loads and blocks all content underneath.
2. Pop-Ups Upon Page Load
Pop-ups that appear right after a user clicks on a search result and before they can access the page’s main content are seen as disruptive. This type of interstitial can cause the user to leave the page, resulting in poor engagement metrics, which can negatively affect rankings.
- Example of Violation: A pop-up that appears immediately when a user lands on a page, requiring them to dismiss it before seeing any content.
3. Interstitials on Scroll
Pop-ups that are triggered as a user scrolls down the page can also be problematic if they cover too much of the content or make it difficult for users to continue browsing.
- Example of Violation: A pop-up that appears when the user scrolls halfway down the page, blocking the entire screen and forcing the user to dismiss it to continue reading.
Exceptions to Google’s Interstitial Rule
Not all interstitials are considered intrusive. Google has outlined specific exceptions where interstitials are acceptable and will not result in a penalty. These exceptions are based on functionality and necessity, rather than marketing purposes.
1. Legal or Regulatory Requirements
Interstitials that are necessary for legal purposes or compliance are allowed, such as those related to:
- Cookie consent: Pop-ups asking users to accept cookies in compliance with GDPR or other privacy laws.
- Age verification: Interstitials that verify the user’s age before allowing access to age-restricted content (e.g., alcohol or tobacco websites).
- Terms of service notifications: Notices that require users to agree to terms or conditions to access content or services.
2. Login Pop-Ups for Protected Content
Pop-ups that require users to log in to access content that’s not publicly available are also considered acceptable. This is often the case for websites that offer subscription-based content or require user authentication.
- Example: A news website that displays an interstitial for users to log in or subscribe before accessing premium content.
3. Banners that Use Reasonable Screen Space
Small banners that do not cover a significant portion of the screen and are easily dismissible are generally acceptable. These banners provide information or ask for a user action without blocking the content.
- Example: A small banner at the top or bottom of the screen asking users to sign up for a newsletter or receive notifications.
Why Did Google Introduce the Interstitial Rule?
The interstitial rule was introduced as part of Google’s broader mission to enhance the mobile user experience. With the growing use of mobile devices for web browsing, Google aimed to reduce user frustration caused by intrusive pop-ups that hinder easy access to content. Specifically, Google wanted to improve the accessibility and usability of mobile sites in order to promote positive engagement and longer sessions.
The rule also ties into Google’s emphasis on mobile-first indexing, where the mobile version of a website is prioritized for indexing and ranking. Because mobile users are often on-the-go or using smaller screens, Google seeks to ensure that content is easily accessible and not hidden behind unnecessary interstitials.
Best Practices for Using Interstitials Without Hurting SEO
While Google discourages intrusive interstitials, there are still ways to use pop-ups effectively without facing penalties. Follow these best practices to ensure your website remains compliant with Google’s guidelines:
1. Use Non-Intrusive Pop-Ups
Make sure any pop-ups you use are small and non-intrusive. Banners that appear at the top or bottom of the screen and take up a minimal amount of space are less likely to harm your SEO performance. Users should be able to scroll through the content without being interrupted by large overlays.
2. Delay Pop-Up Triggers
Instead of triggering pop-ups immediately when a user lands on your page, delay them until the user has had a chance to engage with your content. Scroll-triggered or exit-intent pop-ups are less disruptive and still allow you to capture leads or promote offers.
3. Make Pop-Ups Easy to Dismiss
Always include a clear and easily accessible close button. Pop-ups that are difficult to dismiss or that require multiple steps to remove can frustrate users, leading to higher bounce rates and lower engagement.
4. Test Pop-Ups Across Devices
Ensure that your pop-ups are optimized for mobile devices by testing their appearance on multiple screen sizes. A pop-up that looks acceptable on a desktop may be too large and disruptive on a smartphone. Use tools like Google’s Mobile-Friendly Test to verify that your pop-ups comply with mobile usability standards.
5. Limit the Use of Pop-Ups on Mobile Pages
While pop-ups can be effective on desktop sites, limit their use on mobile pages to avoid running afoul of Google’s interstitial rule. Consider using alternative methods to promote offers, such as in-line CTAs, instead of pop-ups on mobile.
Google’s interstitial rule is designed to enhance the mobile user experience by reducing the use of intrusive pop-ups that hinder content accessibility. Pop-ups that obstruct the main content, are difficult to dismiss, or appear immediately on page load can result in penalties, lowering your mobile search rankings. However, not all interstitials are problematic—legal notices, login prompts, and small banners are generally acceptable. By following Google’s guidelines and using non-intrusive pop-ups, you can avoid penalties while still benefiting from effective lead capture strategies.