Does your website use popups for ads, notifications, contact list building or other essentials? An announced update to Google’s algorithms could hit you hard in 2021.
If you are having trouble keeping up with Google’s updates, you are in good company. In 2018, Google made an average of 9 updates per day to its algorithms. While many of these are small updates that may fly under the radar, core updates can directly impact your website’s placement on search engine results pages, or SERPs.
The last thing that you want is to be caught with your virtual pants down when the next big update rolls off the line. Google has already made a major announcement about a core update in 2021. Now is the time to prepare your website for the big changes that are in store.
Core Web Vitals in 2021
Core Web Vitals are directly linked to how fast your website’s pages load, the users’ interactivity with the website and the stability of the page as it loads. For 2021, the Core Web Vitals will be analyzed in Google’s algorithms to determine a website’s placement in search engine results.
How does this relate to popup ads?
We are all familiar with popup ads. They push content in front of the page that the user actually wants to see. From a user’s perspective, popups are usually more irritating than beneficial. They may announce something important that you need to know about every once in a while. Most of the time, you may close out the box before you even read what the notification says.
From a business’s perspective, they are seemingly great for collecting data for an opt-in marketing campaign, for announcing promotions and even for raising ad revenue. They demand attention, and they usually illicit some type of action, even if that action is to close out the box.
The Impact of Popup Ads on the User Experience
Google’s increasingly complex algorithms are designed with the user in mind. By incorporating Core Web Vitals in its analyses, Google is digging deeper into what the user experiences after deciding which link on the SERP to click. When popups are numerous or when the user cannot find the X to close out the box, there is a solid chance that the user will leave the website prematurely.
In addition, the user should immediately be able to see the content on the page and to determine if it is relevant to their needs.
If You Continue Using Popups
Popups do serve a purpose, but they should be used carefully if you decide to proceed. OptinMonster.com offers an Exit-Intent feature that is well worth checking out. With this feature, the ad or notification only pops up when the user is about to exit the website. Through this feature, the user can have the full experience, and your business can still take advantage of the benefits of a popup.
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