Unfortunately, many mobile sites push full-page ads for apps, so they interfere with mobile browsing and you can’t see the content. When a user taps on a search result on a mobile device, he or she sees a page that hides the content. The site prompts the user to install an app. It’s frustrating for users because they are expecting to see the content on mobile-friendly sites, not the invitation to do something they were not looking for.
From now on, Google has decided to fight back this strategy. It will target interference when user browses the Web on mobile devices. If a mobile website pushes intrusive ads for apps, prompting to install an app and known as interstitials, it will no longer be considered mobile-friendly. On the contrary, Google will use its search algorithm to penalise websites that use interstitials. These Web sites will be excluded thus from mobile-friendly sites. The ranking of sites that fail to meet the standards outlined in Google Mobile-Friendly Test page will be lowered.
Anyway, Google gives app makers and all the web sites that use interstitials within the browser until November 1, 2015 to prepare for the changes. They must adopt much less disruptive app-install banner ads. The new policy doesn’t affect interstitials within apps themselves. Let’s remind you that Google released in July a study into its own use of interstitials to promote Google+. The results showed than interstitials were extremely effective, with 9% of visits to Google’s interstitial page resulting in the Get App button being pressed. The experience showed though that about 70% of visitors decided to abandon the page. They avoided Google’s mobile site. They never continued to the app store.
Finally, let’s remind you that Search Engine Optimization (SEO) in extremely important. It helps to achieve a good ranking in search engines. Now that mobile devices have become part of our life, there are certain mobile-specific SEO practices. If you want to learn more about it, a good place to start is with Google’s own Mobile SEO guidelines, published on Google’s developer site. For example, to indicate that your site is responsive and the webpage adapts and scales depending on the device screen dimensions, you should use the viewport <meta name=”viewport” content=”width=device-width, initial-scale=1.0″>.
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