It’s been about a year now since Google sent out an update on SEO. This comes in contrast to the updates they were publishing without notice. Marketers were in a panic as to what to do next, as the search engine giant didn’t exactly say what was on the horizon, until now. There’s a new update coming through with Google’s algorithm and you’re going to want to take notice right now. It is in regards to the massive mobile traffic push that people are using. If you want your website to rank higher, if you want to ensure you’re getting a spike in traffic, you are going to need to know a few points as to what Google’s doing with pop ups.
Bad Taste Became The Norm
Rewind the clock to 2007. It was in 2007 that web designers around the world stopped using pop ups as a form of marketing, and the splash page started to die, in favor of single design solutions. Look at major websites today and you’ll see that they go right into the content, no need for a splash page. For about 5 years, nothing change in this regards, with marketers staying away from pop ups, in favor of pop under ads and other formats. But with the rise in digital marketing, including mobile marketing platforms, marketers found that pop up ads were not able to get blocked within smaller pages. That led marketing professionals to use more and more pop up ads within pages that were meant for mobile devices, and back full circle into major websites. Even though pop up advertising is in bad taste, a lot of marketers use it on their websites. If they aren’t using it on their full website, they are doing it for mobile, and Google is now stamping out pages that are using this type of advertising for mobile sites.
Fast Forward To January 10, 2017
Moving forward to current SEO standards, Google has updated their algorithms for SEO. Here’s the thing, they didn’t put things in vague terms. There is nothing vague about this update, Google is being blunt in saying that they are want users to have better experiences on mobile devices. This means that content has to come without a deluge of pop up ads that ruin the experience. There are 3 major standards that they have put into place, and you need to know what they are if you’re going to put any effort into mobile marketing collateral.
- Remove Pop Ups
- Interstitial Ads/Pop Under/Pop Ups
Another ad type that is getting the boot from Google is the interstitial ad which also works as a pop under or pop over ad. This is an ad type that fills the screen, and doesn’t let you go forward without clicking a well-hidden “X” or cycle through contextual advertising. This is found to be intrusive, and will drop SEO rankings quickly.
- Covering Up Content
Ads that cover content. It happens a lot. You scroll down a page and there’s an ad blocking large blocks of text. The box hovers as you scroll down, and you cannot get away from it. There is no “X” to get out of it, it just follows the scroll and becomes intrusive overall. If your ads cover any content, and a person has to scroll down to get away from it, and it just keeps going, Google’s going to punish your rankings.
What About Desktop SEO?
This is good news for marketers that are set in their ways, but make absolutely certain you don’t rely on these long term. While these things are working now, they aren’t going to be working long term. The tech rumor mill seems to be pointing towards a new update coming down the line in regards to advertising protocol. Desktop SEO is going to change a bit, but that’s coming, right now, focus on mobile marketing, because changes are spinning right now.
What Should You Start Doing?
Don’t panic. First of all, your marketing is not going to drop into oblivion. You need to act fast, however, as these changes are in place and updates are coming daily. Your site’s mobile ranking is going to be important and you need to make alterations today.
Don’t Show Pop Ups on Mobile Formatted Sites - If you have a site that displays a different page for mobile marketing, then do not use pop up advertising. Do not use any pop ups, and hide things on mobile. If you can’t do this, rethink how you’re marketing your website.
Use Ads After Content - You can add rules to your advertising to let readers see all of your content first. Let content have 90% of the page on mobile devices and you’ll find that you will not get penalized. As long as your advertising is NOT intruding on any content, you’ll be just fine.
Float Ads Instead of Pop Ups - You can have floating ads instead of pop ups and in line ads. As long as your advertising is NOT intrusive, you’re fine. Use the 80/20 rule in terms of content versus advertising, making sure that your content is the prominent element of the page.
At the end of the day, mobile is the wave of the future, and Google knows that. They are making moves to force marketers to allow for easier management of content, and to help the end user get to information they need faster. If you’re intruding on that, you’ll get penalized. Make changes now, and you’ll gain the upper hand.
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