Users often encounter frustration when pressing the back button on a webpage only to be redirected to intrusive advertisements rather than the prior page. Such issues arise from JavaScript employed by sites or ad services to modify browser history, particularly affecting mobile devices.
Google's latest entry on the Search Central blog highlights the rising incidence of this 'back button hijacking' practice and outlines steps to address it. The company has formally included this behavior as a spam policy infraction, effective from June 15.
According to Google, back button hijacking happens when a webpage disrupts normal browser controls, blocking users from returning to the originating page via the back function. This leads to unexpected redirects to unvisited content, forced displays of ads or suggestions, or general hindrance to smooth web navigation, violating users' basic expectations.
Google emphasizes prioritizing user satisfaction, noting that such interference undermines browser operations, disrupts typical browsing flows, and causes irritation. Users feel deceived, reducing their trust in unknown websites. The company reiterates its longstanding opposition to injecting misleading elements into browser histories, as per its Search Essentials guidelines.
Site operators have a 60-day window to eliminate code that alters browser histories and verify that integrated tools or advertising services avoid back button interference. Non-compliant pages could face demotions in search rankings or other penalties.
This piece first appeared in our affiliate outlet PC för Alla, adapted and translated from its Swedish version.