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

Google to Target Websites Using Back Button Manipulation Techniques

Google has announced new measures to address websites that exploit “back button hijacking” to retain users. This tactic involves altering browser behavior so the back button no longer leads to the previous page, often trapping visitors on the site or displaying unexpected advertisements. The tech company, which develops the Chrome browser, cited an increasing trend of such practices as the reason for its intervention.

Impact on User Experience

Starting on 15 June, Google will classify back button hijacking as a “malicious practice.” Sites that persist in using this method may face reduced visibility in search results or be removed entirely from Google’s index. The company emphasized that these techniques disrupt user expectations, cause frustration, and create a sense of being manipulated, potentially deterring visitors from exploring new websites.

“Back button hijacking undermines the user experience by breaking the intuitive navigation people rely on,” said Adam Thompson, director of digital at BCS, the Chartered Institute for IT. “It’s clear why Google is taking steps to counter this behavior.”

Google advised website operators to review their technical setups and avoid any actions that interfere with browser history. It also noted that sites penalized under the new policy could appeal for a reconsideration if they resolve the issue. The move aims to enhance transparency and trust in online navigation.

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