Google’s Latest Algorithm Release Presents Opportunity And Challenge For Dental Practices

20th Annual CFAC Event

pages where content is not easily accessible to a user on the transition from mobile search results may not rank as highly.

The most current Google algorithm update entitled, “Intrusive Interstitial Penalty” was published on January 10th. In the Release, Google proclaimed its intention to penalize those sites where content is not easily accessible from a mobile device user who clicks on links appearing on its search engine results pages (SERPs).

The crackdown on these intrusive interstitials which, in layman’s terms, means pop ups, banners, and other text and graphics obscuring native page content to elicit a response is, according to the search engine behemoth, intended to discourage websites from the practice because it is “…problematic on mobile devices where screens are often smaller.”

To encourage compliance, Google may penalize violators by lowering a website’s SERP ranking.

Specifically, Google shared that “pages where content is not easily accessible to a user on the transition from mobile search results may not rank as highly.”

Do The Right Thing

Say what you will about Google. In the preponderance of cases, its updates are intended to help ensure its search engine results represent an accurate ranking of websites that are most relevant to its users. Relevance is also taken to mean ease of use, that is, it considers the look and feel of the landing page one sees when clicking on a SERP link. When a popup obscures the true content of a landing page, that’s not a positive user experience, which is why I agree with Google’s decision. Limiting intrusive interstitials make it that much simpler and quicker for those surfing the web from a mobile device (an ever increasing majority of web users) to ‘get what they came for.’

The Path of Least Resistance

On Saturday, September 16th, 2017, dentists from across North America will learn how to capitalize on the latest updates to Google’s algorithm. The Dental Technology Summit starts at 8:00 a.m. and will continue until noon. The Summit’s keynote speaker will be Larry Emmott, DDS, whose Emmott on Technology blog is the most read in its class. Also presenting and serving as…

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