Last year, Google unleashed Mobilegeddon on the world in an effort to make the web more accessible by favoring mobile-friendly sites in the mobile SERPs. Now, Google is upping the ante by taking aim at sites that use intrusive interstitials . Starting January 10, 2017, Google will update its algorithm so that sites “where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” In a post on the Official Google Webmaster Central blog, Google Product Manager Doantam Phan provided examples of techniques that Google isn’t a fan of: Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page