What is an Interstitial Ad?
An interstitial ad is a full-screen advertisement that appears between content transitions, typically covering the entire interface of a website or mobile app. These ads can be seen during natural breaks, such as between levels in a game or when navigating between pages. While they are commonly used in mobile apps, they can also appear on websites as pop-ups.
Impact of Interstitial Ads on SEO
Interstitial ads can significantly impact SEO, particularly when they are intrusive. Google has taken measures to address this through its Page Experience signals update. Here’s a breakdown of the potential impact:
- User Experience:
- Intrusive interstitials can lead to a poor user experience as they block the content that users are trying to view. This can increase bounce rates, reduce user engagement, and lower conversion rates.
- Search Rankings:
- Google considers intrusive interstitials as a negative ranking factor for mobile searches. Pages that obscure content or make it difficult for users to access the information they are seeking may suffer from lower rankings in search results. This update was part of Google’s efforts to improve the overall page experience for users.
- Legal Interstitials:
- Certain interstitials, such as those required for cookie consent or age verification, are exempt from penalties as long as they don’t hinder Googlebot’s ability to crawl and index the content.
SEO Best Practices for Interstitial Ads
To ensure that interstitial ads do not negatively impact your SEO and user experience, follow these best practices:
- Avoid Intrusive Interstitials:
- Google’s Recommendation: Use banners or smaller ad units rather than full-screen interstitials unless they are legally required.
- Implementation Tips: Ensure that interstitials do not obscure the main content and avoid forcing users to navigate away from the content to interact with the ad.
- Prioritize User Experience:
- Consider Placement: Display interstitials during natural transition points, such as between pages or game levels, to minimize disruption.
- Easy Dismissal: Provide a clear and accessible option for users to close the interstitial ad to maintain control over their browsing experience.
- Optimize Loading Times: Ensure that interstitial ads load quickly to avoid slowing down the page or app, which can frustrate users and impact SEO.
- Use Timed Pop-Ups: Set a timer for how long the interstitial is displayed, such as three to five seconds, before it closes automatically. This allows users to engage with the ad if they choose to do so.
FAQs
How to Manage Mandatory Interstitials?
- Legal vs. Promotional: Google typically differentiates between legal requirements (like cookie consent or age verification) and promotional interstitials. Legal interstitials are generally exempt from penalties as long as they don’t block content.
- Crawlability: Ensure that mandatory interstitials do not prevent Googlebot from accessing and indexing your content. You can use techniques such as JavaScript or CSS to layer the interstitial on top of the already-loaded content rather than blocking it.
By adhering to these practices, you can effectively use interstitial ads without negatively impacting your SEO or user experience.
