Google to punish sites that trap people in with back button tricks
Google to punish sites that trap people in with back button tricks
Starting on 15 June, Google will implement new guidelines to penalize websites that employ “back button hijacking” techniques. This strategy involves altering a browser’s behavior to prevent users from easily navigating back to prior pages, often keeping them within the site or redirecting to unexpected advertisements.
The tech company behind Chrome has identified an increasing prevalence of this tactic, prompting action to address its effects. Sites that continue to use such methods may face reduced visibility in search results or even removal from Google’s index, according to the announcement.
Google described the interference as a “malicious practice” that disrupts user navigation. By manipulating browser history, these techniques break the natural flow of web interaction and cause dissatisfaction among visitors. The company emphasized that users report feeling tricked and less inclined to explore new websites as a result.
In a blog post, Google outlined examples of problematic practices, including any method that inserts deceptive pages into the browser’s history to block the back button. The goal is to ensure users can freely move through their browsing experience without unexpected disruptions.
“Back button hijacking undermines the core of digital navigation and erodes trust in how the web should function,” said Adam Thompson, director of digital at BCS, the Chartered Institute for IT. He added that Google’s efforts to combat such behavior are both reasonable and necessary.
Site administrators are advised to review their technical setups to avoid interfering with browser navigation. Those who implement fixes after being penalized can submit requests to Google for reconsideration of their rankings.
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