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

Google Targets Sites Using Back Button Manipulation in New Policy

Starting 15 June, Google will penalize websites employing “back button hijacking” tactics to disrupt user navigation. This practice involves altering browser behavior to prevent users from accessing the page they previously visited, often keeping them on the site or displaying unexpected advertisements.

The tech company, responsible for the Chrome browser, highlighted a growing trend of such behavior in a recent blog post. It aims to address this by classifying the tactic as a “malicious practice,” which could result in lower rankings or removal from Google Search results for sites that persist in using it.

“Back button hijacking disrupts the browser’s natural flow, frustrates users, and creates a sense of being controlled,” Google stated. “Visitors may feel tricked, leading to hesitation in exploring new or unknown websites.”

Examples of targeted actions include methods that insert misleading pages into a user’s browsing history, effectively blocking their return to the prior page. Adam Thompson, director of digital at BCS, the Chartered Institute for IT, noted to the BBC that such techniques “undermine trust in the web’s intuitive design and erode user confidence.”

Google urged website operators to revise their technical setups to avoid interfering with user navigation. Sites that face penalties but resolve the issue can apply for a review of their ranking adjustment. The announcement underscores the search engine’s commitment to improving the online experience by combating deceptive practices.

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