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

Google to Punish Sites Using Back Button Hijacking Tactics

Update to Search Policies Targets Manipulative Browser Behavior

Starting on 15 June, Google will enforce stricter rules against websites employing “back button hijacking,” a technique that disrupts user navigation by altering browser functionality. This method prevents users from accessing the previous page using the back button, often trapping them on the site or displaying unexpected advertisements.

The company, which develops the Chrome browser, cited an increase in such practices as a reason for the policy shift. According to Google, these tactics interfere with the natural flow of web browsing, leading to user dissatisfaction. Sites that persist in using back button hijacking could face reduced rankings in search results or even removal from Google’s index.

“Back button hijacking disrupts the browser’s intended operation, frustrates users, and creates a sense of being manipulated,” Google stated in its blog post. “This can deter visitors from exploring new or unfamiliar websites.”

Adam Thompson, head of digital at the Chartered Institute for IT, commented on the move. “Such practices erode trust in the web’s usability, as users expect consistent navigation,” he said. “Google’s intervention makes sense in addressing this issue.”

Google outlined examples of the behavior it aims to curb, such as inserting misleading pages into a user’s browsing history to block access to the prior page. Affected site owners are encouraged to audit their technical setups to avoid penalties. Those who rectify the issue after being penalized may request a review from Google to potentially reverse the demotion.

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