Google will downgrade sites that show mobile pop-up ads.

Google has announced a couple of updates to its mobile search results. First, it will remove the “mobile-friendly” tag on search results and secondly it will..punish sites that show mobile interstitial ads. The deadline of the latter will be of Jan. 10, 2017. As Doantam Phan, Google Product Manager wrote on the blog: “Pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

This Google’s latest policy change, might be good news for users who get annoyed by pop-up ads. Indeed, a user is more willing to engage with a page where content is immediately accessible especially for those who have smaller screens.

However, not all ads will be treated equal in Google’s eye. Those that contain legal requirements, cookie notifications, age verification or banners using reasonable screen space will not affect the rankings but pop-us that cover entirely the content are going to be downgraded.

In addition, the company said that also will remove “mobile-friendly” label that appears in some search results. This is not something to worry about, since we all know that sites higher on the list will be friendlier to all device. We are now living on a mobile-dependent age where most search results fall into this category, already.