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According to Google, in their bid to force improvements for mobile user experience, they plan to further penalize non-phone friendly behavior related to popups. In essence, “after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”
They note the following behaviors are considered “non-friendly” on mobile:

• 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.

• 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.

For many sites that use a popup newsletter subscribe this means it needs to be removed (not a good idea) or modified on mobile to become a “tap to display” or mini-form at the bottom of the page.   Need help? Contact us.