Great article by Neil Patel on QuickSprout around interstitials, and how they will affect a site’s SEO after Google’s planned algorithm update. For those not in the know, you will have seen an interstitial, even if you’re likely to have called it by a completely different name. More than likely, not a very nice name. They’re the pop-ups that interrupt your reading of a web page, usually containing commercial advertising (on publishing sites) or various methods of collecting your data.
Web visitors will see the negative effect on SEO as just punishment, site owners will see it as yet another barrier to negotiate when trying to engage with their visitors. Which is slightly ironic really, given that it’s the interstitials that block engagement in the first place.
Publishers will have to make a judgment whether to sacrifice paid advertising revenue for better SEO – although they will all choose the revenue.
Up until January 10, 2017, having interstitials on your website shouldn’t have any impact on your rankings.
It’s business as usual for the time being.
But once that day rolls around, all bets are off.
While it remains to be seen just how big of an impact this update will be, it’s safe to say it’s not going to do your SEO any favors if you’re still using interstitials.
I think this update is somewhat of a wake-up call, telling us we need to focus more on the user and find ways to promote our offers without being disruptive.