If you use Google’s PageSpeed Insights Tool, a tool designed to help webmasters better optimize both desktop and mobile webpage load times, you may have noticed some very recent additions, with the most significant one being the addition of interstitials.
Google is now including app interstitials as a problem under “consider fixing” in their reporting.
Avoid app install interstitials that hide content beta
Your page appears to have an app install interstitial that hides a significant amount of content and must be dismissed before the page can be used, which results in a poor user experience. Consider using alternatives to interstitials in order to improve the user experience.
It shows up when viewing the mobile version of the insights.
Here is an example from Yelp with their app interstitials.
Google made the announcement last month that webpages that serve a searcher an app interstitial immediately after they click a search result would no longer be considered mobile friendly. That change is set to go live in just over a month, November 1, 2015.
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