Google to Penalize "Back Button Hijacking" as Spam

Google has announced that it will classify "back button hijacking" as a violation of its spam policies, with enforcement set to begin on June 15, 2024. Websites found to be engaging in this practice may be downranked in Google Search results.

The Policy Announcement

The policy update was announced by Chris Nelson from Google's Search Quality team. According to Google, back button hijacking will be treated as an explicit violation under the "malicious practices" section of its spam policies, a category that also includes issues like malware distribution.

What is Back Button Hijacking?

Back button hijacking is a practice where a website prevents a user's browser from immediately returning to the previous page when the back button is pressed. Instead, the user is shown an intermediate page, which often contains additional content or advertisements, before they can navigate back.

Google's Rationale and Statements

In the announcement, Google stated that this practice interferes with standard browser functionality and disrupts the expected user navigation experience.

"Back button hijacking interferes with the browser's functionality, breaks the expected user journey and results in user frustration. People report feeling manipulated and eventually less willing to visit unfamiliar sites." — Chris Nelson, Google Search Quality team.

Google's announcement further noted that "inserting deceptive or manipulative pages into a user's browser history has always been against our Google Search Essentials." The company reported observing an increase in the use of this technique by websites.

Enforcement Timeline and Requirements

• Website developers and operators have until June 15, 2024, to ensure their sites do not interfere with a user's ability to navigate their browser history through back button hijacking.
• Google will begin enforcing the new policy starting on that date.
• Websites found to be in violation after the deadline may be treated as spam and downranked in Google Search results.

Background and Reporting

The policy change was first identified and reported by the publication 9to5Google. Google's announcement formalizes its existing stance against deceptive navigation practices under its spam policies.