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Google’s page ranking signals are constantly changing, and it’s important that eCommerce retailers, along with everyone else, consider how these changes are likely to effect their online stores.
relates to mobile interstitials (pop-ups to you and me). Google is beginning to frown upon and penalise any mobile features that create (what they view as) a bad experience. They began punishing sites that aren’t ‘mobile friendly’ back in April 2015 and this is continuing today with their new policies on pop-ups.