Google recently announced a new mobile search result ranking system. Starting on January 10th, 2017, mobile sites with intrusive popups will appear lower on search engine results.
So what does this mean for the future of businesses that utilize popup engagements on their websites?
The most important thing to remember is that this new Google policy is a change for the better. More people are visiting websites on their mobile devices than ever before. Even if they begin investigating a product on their computer, they may continue the search from a smartphone or tablet later, when they are on the go. Google wants to improve the customer experience regardless of device.
With this new mobile search prioritization, Google will differentiate between good popups and bad popups to provide the best customer experience. According to the official Google announcement , a bad popup is one that makes the primary website content less accessible. We’ve all experienced this. A popup that may have been fine on a regular computer browser can fill the whole screen on a mobile device. Bad popups like these make it difficult for the customer to access the main website content.
On the other hand, a good popup is an asset to a website. Good popups might provide a call-in/call-back option, a special offer, or another helpful engagement. These popups typically supplement the main website content, rather than obscuring it. A new dimension of accessibility can actually enhance the customer experience.
This is not the first time that Google has made changes to their mobile search ranking system. You might remember that, about two years ago, Google started penalizing websites that required users to zoom in to read the text. Mobile websites have come a long way since then, with 85% currently classified as “mobile-friendly”. The hope is that Google’s new changes will enhance the customer experience even further.
If you would like advice on how best to intelligently engage visitors, please contact us. We at bmetric would love to tell you more about how we engage the right visitor, at the right time, with the right message.