In a bid to improve mobile search experience, Google is lowering the search rankings of sites with obnoxious ads to install their apps.
After recently making it easier for users to find and discover apps and mobile-friendly web pages, sometimes a user may tap on a search result on a mobile device and see an app install advert that hides a significant amount of content and prompts the user to install an app.
For users that checked out the site to see contents of their search results, this can be a frustrating experience.
Due to this, the search giant will be updating the Mobile-Friendly Test to indicate that sites should avoid showing app install ads that hide a significant amount of content on the transition from the search result page.
According to a blog post by Daniel Bathgate, Software Engineer, Google Search; “After November 1, mobile web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly.
This does not affect other types of interstitials. As an alternative to app install interstitials, browsers provide ways to promote an app that are more user-friendly.”