Google will penalize sites with interstitials and pop-ups

Google keeps making changes in Search Ranking algorithm and requirement, and now they are bringing one after another changes in Mobile Ranking search. Earlier Google removed those sites from mobile search result that used to force users to download application instead of showing content, later they brought AMP, and now there is new change in Mobile Search Ranking.

Starting from January 10, 2017, websites and blogs with interstitials and pop-ups will lose their ranking. Google has run a test where they found many sites that ask users to install apps with interstitials and pop-ups, and it happens immediately when a user click on the search result and visit the blog. The primary content is covered by interstitials or pop-up banner, and the reason what brought user to the website gets lost.

If you are involved in any of these, stop doing that, or get ready to loose ranking

• Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
• Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
• Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

Interstitials and pop-ups are the primary reason users are forced to use ad blockers. The step Google has taken is great, and they should also implement this for desktop. When website or blog owners stop serving annoying pop-ups, interstitials and spam ads, the percentage of users with Ad block apps or extension will decrease gradually.

Websites and blogs with these type of Interstitials or pop-up will not be affected by this change

• Interstitials that is served to comply with legal obligation, like Showing Cookie Notice, Age verification etc.
• Banners that usage reasonable amount of screen space, and users can close it easily
• Login or PayWall Interstitials

Source