Good news for surfers, bad news for marketers: Starting in January, pop-up ads can demote a page’s Google search ranking. Called intrusive interstitials in Google lingo, ads or banners that pop up in front of page content are difficult to get around unless you enter your email address or take some other desired action. Most people hate them, and Google’s not too fond of them, either. The Google webmaster central blog states:
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”
Long story short, if your website uses intrusive ads you have until January to develop another tactic for promotion or risk lowering your page ranking.