Google to punish sites that trap people in with back button tricks

Google to Punish Websites Using Back Button Hijacking Tactics

Google has announced updated guidelines targeting websites that use “back button hijacking” to keep users on their pages or display unwanted advertisements. This technique manipulates the browser’s navigation so that the back button no longer functions as expected, often preventing users from returning to prior content. The company cited a growing trend of such behavior as the reason for its intervention.

Understanding Back Button Hijacking

Back button hijacking occurs when a site alters the browser’s behavior, disrupting the standard user experience. Instead of taking users to the previous page, the back button may redirect them to a new one, frequently one that contains persuasive ads or retains them on the site. This practice has been increasingly common, prompting Google to classify it as a “malicious practice” starting June 15.

Under the new rules, websites that continue to employ these tactics risk being demoted in search rankings or even removed from Google’s results. The company emphasized that such actions interfere with user intent and create frustration. “Back button hijacking disrupts the browser’s functionality, breaks the user’s expected flow, and leads to dissatisfaction,” Google stated in its blog post.

Impact on User Experience

Google highlighted that users often feel tricked by these methods, leading to reduced trust in unfamiliar sites. “People report feeling manipulated, which eventually makes them less likely to visit new websites,” the post added. The tech giant provided examples of harmful practices, including inserting deceptive pages into the browser history to block navigation back to the original page.

“Such tactics erode the fundamental user experience and violate the intuitive way the web is designed to function,” noted Adam Thompson, director of digital at BCS, the Chartered Institute for IT.

Site operators are advised to review their technical setups to ensure they do not interfere with browser navigation. Google recommended avoiding any methods that manipulate the user’s ability to return to previous pages. Websites that face penalties but correct the issue can request a review of their ranking status.

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