Interstitials are web pages that appear in-between a referenced page and the page that references it. For example, when you click on a website from Google’s search results page and an ad appears before you’re able to access the content on that website. Google is punishing mobile sites with intrusive interstitials (aka intrusive pop-ups) in an attempt to improve the browsing experience on mobile. A study by Kissmetrics found that 73% of users have encountered a mobile website that took too long to load, and 48% have encountered a mobile website with formatting issues which make it difficult to read. Intrusive interstitials negatively affect both these things by slowing download times and diverting users from the desired content. Get the full story at Leonardo