Updated 18 September 2026. Originally published in 2015; revised to replace outdated advice and links.
A pop-up should help someone do a job. If it covers the answer they came for or refuses to close on a phone, it is getting in the way.
Keep the main content within reach
Google advises against intrusive interstitials that make content difficult to access. A smaller banner may suit a promotion better than a screen-filling interruption. Avoid sending a visitor to a separate page just to dismiss an advert.
Its guidance on interstitials and dialogs distinguishes intrusive promotions from necessary dialogs, including legally required checks. Do not remove or hide a required consent choice to chase a performance score.
Match the interaction to the visitor’s intent
A visitor choosing “Discuss this package” expects an enquiry dialog. Someone opening an article expects to read it. Think about what prompted the overlay, how often it appears and whether it adds anything useful at that moment.
Check the details
- Provide a visible, reachable close control where dismissal is appropriate.
- Make keyboard focus move into and out of a dialog sensibly.
- Test small screens, larger text and the on-screen keyboard.
- Avoid repeating the same promotion on every page of a visit.
- Keep promotional forms separate from cookie choices.
The old 2015 deadline and drop-off statistics in this article have been removed. There is no useful blanket rule that every pop-up causes a penalty. Review the actual experience, then measure completed enquiries.
We build websites around useful customer journeys. Talk to us if an existing pop-up is making yours harder.
