Google to punish sites that trap people in with back button tricks
Google Targets Sites Using Back Button Hijacking Tactics
Starting 15 June, Google will penalize websites that employ “back button hijacking” to manipulate user navigation. This technique disrupts the browser’s normal functionality, preventing users from returning to the prior page and often trapping them on the site or displaying unexpected advertisements.
Understanding Back Button Hijacking
Back button hijacking occurs when a site interferes with the browser’s history to alter the user’s expected journey. Instead of allowing seamless navigation, such tactics keep visitors on the current page or introduce intrusive content. Google’s blog post noted a growing trend of this behavior, which has prompted the company to classify it as a “malicious practice.”
“Back button hijacking interferes with the browser’s functionality, breaks the expected user journey, and results in user frustration,” Google stated. “People report feeling manipulated and eventually less willing to visit unfamiliar sites.”
The search giant will now rank websites that persist in using these methods lower in search results, potentially removing them from visibility. Examples include techniques that inject manipulative pages into the browser history, obstructing users’ ability to backtrack. Google urged site owners to ensure their designs do not impede navigation, advising them to review technical implementations thoroughly.
“Practices like back button hijacking undermine the basic user experience and break the expectations people have of how the web should work,” said Adam Thompson, director of digital at BCS, the Chartered Institute for IT.
Sites that face penalties but resolve the issue can request a reconsideration from Google. The move aims to enhance transparency and trust, as users increasingly report dissatisfaction with deceptive online tactics. Sign up for our Tech Decoded newsletter to follow the world’s top tech stories and trends. Outside the UK? Sign up here.
