Definition
Interstitials are elements, typically pop-ups, overlays, or full-screen prompts, that appear on a webpage and obstruct a user’s view of the main content. They usually display ‘in between’ moments of user interaction, such as immediately after navigating to a page from another source (like search results), before the main content is fully visible, or sometimes triggered by user actions like attempting to leave the site (exit-intent).
Common uses for interstitials include promoting app installations, capturing email newsletter sign-ups, displaying advertisements, verifying user age, or obtaining cookie consent. While potentially effective for specific marketing goals, interstitials that significantly disrupt the user’s access to the main content, especially on mobile devices immediately after landing on a page, are considered intrusive by search engines like Google and can negatively impact SEO.
Is It Still Relevant?
Yes, interstitials are still relevant both as a marketing tool and as an SEO consideration in 2025. However, their relevance has shifted significantly due to user experience concerns and search engine policies.
- Marketing Relevance: Interstitials (especially less intrusive forms like banners or exit-intent pop-ups on desktop) are still widely used for lead generation (email sign-ups), promoting special offers, or driving app downloads. Their effectiveness depends heavily on implementation and context.
- SEO Relevance (Cautionary): The primary SEO relevance lies in understanding and avoiding intrusive interstitials, particularly on mobile devices. Google implemented a specific ranking signal (often called the “Intrusive Interstitial Penalty”) in 2017, which demotes mobile pages where content is not easily accessible to a user arriving from Google Search. This signal is part of the broader Page Experience factors.
- User Experience Impact: Intrusive interstitials create a poor user experience, leading to higher bounce rates, lower engagement, and user frustration. These negative behavioral signals can indirectly harm SEO performance over time.
- Legal Requirements: Certain interstitials, like cookie consent banners (under GDPR, CCPA, etc.) or age verification gates, are legally mandated in many regions. Search engines generally understand the necessity of these, provided they are implemented responsibly and don’t unreasonably obstruct content access (e.g., reasonably sized banners vs. full-screen blockers).
Therefore, while the tool itself remains in use, the focus today is on responsible implementation that balances marketing goals with user experience and SEO best practices, especially avoiding intrusive mobile versions upon page load from search.
Real-world Context
Here are examples illustrating different types of interstitials and their implications:
- Intrusive Mobile Interstitial (Negative SEO Impact): A user clicks a link from Google mobile search results. Immediately upon landing, a large pop-up covers the entire screen asking them to sign up for a newsletter, requiring dismissal before they can see the article they clicked on. Google’s signal penalizes this.
- Intrusive Mobile Ad Interstitial (Negative SEO Impact): Similar to the above, but a full-screen advertisement appears that must be closed before accessing the main content after arriving from mobile search. Google’s signal penalizes this.
- Layout Acting as Interstitial (Negative SEO Impact): The above-the-fold portion of the mobile page is dominated by a large banner or image that pushes the main content below the fold, resembling an interstitial in its effect. Google’s signal can penalize this.
- Acceptable Cookie Consent Banner: A banner appears at the bottom or top of the screen explaining cookie usage and requesting consent. It uses a reasonable amount of screen space and doesn’t prevent the user from seeing or interacting with the main content. Generally acceptable for SEO.
- Acceptable Age Verification: A prompt appears requiring the user to confirm they are over a certain age before accessing legally restricted content (e.g., alcohol or gambling sites). Generally acceptable if implemented clearly for legal reasons.
- Acceptable Login Dialog: An overlay appears requesting login credentials to access paywalled or member-only content. Generally acceptable.
- Desktop Exit-Intent Pop-up: A user moves their mouse cursor towards the browser’s close button on a desktop computer, and a pop-up appears offering a discount or asking for an email signup. Generally not penalized by Google’s mobile interstitial signal, but effectiveness and user annoyance should still be considered.
- Small App Install Banner: Banners promoted by the browser (e.g., Safari Smart Banner, Chrome’s ‘Add to Home screen’) or other small, easily dismissible banners at the top of the screen. Generally acceptable.
Background
Interstitials, in various forms like pop-ups, have been used in online advertising and marketing since the late 1990s. They were seen as a way to grab user attention for ads or lead generation.
- Early Days: Simple pop-up windows were common, often leading to user frustration and the development of pop-up blockers.
- Evolution: Techniques evolved into overlays (modal windows), timed pop-ups, scroll-triggered boxes, and full-page ad insertions, offering more sophisticated targeting but still often disrupting the user experience.
- Google’s Response (Mobile Focus): As mobile Browse surged, the negative impact of interstitials became more pronounced on smaller screens. Google took action:
- In 2014, Google began penalizing sites using large app install interstitials that hid content.
- In January 2017, Google rolled out the “Intrusive Interstitial Signal” (or penalty). This specifically targets pages that show intrusive interstitials to users coming from Google mobile search results, potentially causing those pages to rank lower.
- This signal later became integrated into the broader Page Experience ranking factor, reinforcing the importance of accessible content on mobile.
- Rationale: Google’s aim is to ensure users clicking from search results can easily access the content they expect without frustrating obstructions, improving the overall quality and usability of the mobile web.
What to Focus on Today
When considering using interstitials in 2025, prioritize user experience and adhere to Google’s guidelines to avoid SEO penalties:
- Avoid Intrusive Mobile Interstitials on Load: Do not show interstitials that cover the main content, either immediately after a user comes from mobile search or while they are scrolling down, before they’ve had a chance to engage.
- Use Reasonable Screen Space: If using banners or overlays, ensure they only occupy a small, reasonable portion of the screen, especially on mobile, and are easily dismissible.
- Implement Legal Interstitials Responsibly: For required elements like cookie consent or age verification, use clear, straightforward implementations that meet legal needs without being overly obstructive (e.g., avoid full-screen blockers if a banner suffices).
- Leverage Less Intrusive Alternatives: Consider embedding calls-to-action (CTAs) or signup forms directly within your content, using slide-in boxes triggered by scrolling, or using small fixed banners/bars.
- Reserve Aggressive Tactics (Use Cautiously): If using larger pop-ups or overlays, consider restricting them to desktop users or triggering them based on specific engagement actions (like exit-intent on desktop, scroll depth, or time on page) rather than immediately upon landing from mobile search.
- Test Thoroughly: Use Google’s Mobile-Friendly Test and check the Page Experience report in Google Search Console for potential mobile usability issues flagged by Google. A/B test different interstitial approaches to measure their impact on user metrics (bounce rate, conversions) and find the right balance.
- Provide Clear Value: If asking users for something via an interstitial (like an email), make the benefit clear and compelling to offset the interruption.
The key takeaway is to put the mobile user experience first when navigating from search results. Balancing marketing objectives with seamless content accessibility is crucial for both user satisfaction and SEO success.