Pages that show intrusive interstitials (examples below) provide a poorer experience to users than pages where content is immediately accessible.
That's problematic on mobile devices with smaller screens.
Thus after January 10, 2017, such "may not rank as highly."
Examples of interstitials that make content less accessible:
☕ 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.
Hmmm.... Sumome and similar optin forms come to mind...
☕ Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
☕ Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
Not all interstitials are bad though.
Examples of interstitials that would not be affected by the new signal, if used responsibly:
☕ Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.
☕ Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall.
☕ Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space.
I am sure this ranking update will make most users happy.
Google announcement: http://bit.ly/2bJG81T
More marketing news: http://tgcafe.it/your-marketing-news