Search engine king Google is rolling out new changes in 2017… and your website is at risk to be hit the hardest. Many of the changes are aimed at improving mobile user experience and you are running the risk of hurting your overarching marketing strategy if you don’t heed the trends toward mobile engagement.
With millions of people using Google as their primary search engine, the engine’s algorithm has begun burying sites that don’t provide top-notch experience. Pages with the best user experience will appear on the first page of search results – websites that are deemed to be more frustrating by demonstrating less engagement will be banished to the secondary pages.
So what makes the cut as a “good” web page? Google has determined that “interstitials” play a major factor in user experience. Here’s Google’s definition of an interstitial according to their SEO announcement:
“Although the majority of pages now have text and content on the page that is readable without zooming, we’ve recently seen many examples where these pages show intrusive interstitials to users. While the underlying content is present on the page and available to be indexed by Google, content may be visually obscured by an interstitial. This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result.”
While some of these pop ups are advertisements, many email marketers use these interstitials to capture email subscribers to build their lists. But before you hit delete on these popups, consider that email is the only tool you control.
The rules of social media, paid advertising, affiliates, and SEOs are constantly changing. Whether the vendor shuts down or Facebook has a glitch, these avenues of traffic can quickly stall out or collapse completely. Thankfully, your subscriber list belongs solely to you, so find ways to compromise to ensure your website is getting the exposure it needs.
Email is the only thing you control, so limit the other interstitials on your website to make room for the most important popup – the ones that get new subscriber information!
For more information on how to improve your email marketing with these new changes, call us at 561-676-5350.