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SlapMyWeb
Mobile & UX

Mobile Interstitial

A popup covering content on mobile, which Google demotes when it is intrusive.

A mobile interstitial is an overlay covering a page's content on a phone — an app-install prompt, a newsletter popup, an age gate. Google has demoted intrusive ones since 2017, specifically those that cover the main content immediately on arrival from search. Legally required notices such as cookie consent are exempt.

Definition

The policy targets a narrow case: an interstitial that covers the main content immediately when a visitor arrives from search, or a standalone one that must be dismissed before the content appears.

Exempt are interstitials required by law (cookie consent, age verification), login walls for genuinely private content, and reasonably sized banners that use a modest portion of the screen.

Why It Matters

An immediate popup on a mobile arrival is both a ranking risk and the single most reliable way to make someone press back. Delaying it until after some engagement removes both problems.

Example

A full-screen newsletter prompt on load is intrusive. The same prompt after a visitor has scrolled halfway down is not, and converts better.

What the policy actually targets

The 2017 policy is narrower than its reputation. It applies to an interstitial that covers the main content immediately on arrival from search, or a standalone one that must be dismissed before the content appears.

Explicitly exempt: interstitials required by law such as cookie consent and age verification, login walls for genuinely private content, and banners that use a reasonable portion of the screen without covering the content.

So the fix is rarely to delete the popup. Delaying it until after some engagement — a scroll depth, a few seconds, a second page — removes both the ranking risk and the immediate bounce, and typically converts better than an interruption served to someone who has not yet read anything.

How SlapMyWeb checks this

The audit renders the page at a mobile viewport and reports content covering the viewport on load, along with the element responsible. It cannot know whether an overlay is legally required — a cookie notice and a newsletter popup look identical to a renderer — so it reports what covers the content and leaves the exemption judgement to you.

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