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

Google to penalize websites using back button tricks to trap users

Google has introduced updated guidelines to address websites that employ “back button hijacking” tactics, designed to keep users within their pages or display unexpected advertisements instead of allowing navigation back to prior content. This change comes as part of the company’s broader efforts to enhance user experience by tackling manipulative online practices.

Back button hijacking occurs when a website alters the browser’s functionality, preventing the back button from returning users to the previous page. Instead, it may retain them on the current site or redirect them to promotional content. In a recent blog post, Google highlighted a growing trend of such behavior, prompting the decision to classify it as a “malicious practice.”

Starting 15 June, sites using this technique risk being downgraded in search rankings or even excluded from Google Search results. The company emphasized that these actions disrupt the natural flow of user interaction, leading to frustration and a sense of being controlled. “Users often feel deceived, which can reduce their confidence in exploring new websites,” Google noted.

“Practices like back button hijacking erode trust in the web’s intuitive design, making it harder for users to navigate as expected,” said Adam Thompson, director of digital at BCS, the Chartered Institute for IT.

Google outlined specific examples of targeted behaviors, such as inserting misleading pages into a user’s browsing history to block their return to earlier content. The tech giant urged site owners to revise their technical setups to avoid interfering with browser navigation. Those penalized for the issue but later corrected can request a review of their search result status.

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