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

Google to Punish Sites That Trap Users with Back Button Hijacking

Google is updating its guidelines to address websites that manipulate browser behavior through “back button hijacking.” This technique disrupts the user experience by altering the back button’s function, preventing visitors from easily returning to the page they were on before. Instead, users may be kept on the site or redirected to unexpected advertisements. The company cited an increase in such tactics as a reason for its new stance, which will take effect on 15 June.

Impact on Search Rankings

Starting on 15 June, websites using back button hijacking will be labeled as engaging in a “malicious practice.” This classification could result in lower search rankings or removal from Google’s index. Google emphasized that the practice causes frustration by interrupting the natural flow of navigation. “Users feel manipulated, which reduces their trust in unfamiliar sites,” the company stated in its blog post.

“Back button hijacking undermines the core principles of web usability,” said Adam Thompson, digital director at the Chartered Institute for IT. “It breaks the intuitive expectations users have when interacting with online content, making the experience less reliable and more frustrating.”

Examples of the Practice

Google outlined scenarios where sites might be penalized, including methods that insert misleading or manipulative pages into a user’s browsing history. These techniques often prevent visitors from navigating back to the original page, trapping them in a loop or exposing them to unwanted content. The company urged website operators to audit their technical setups to avoid interfering with user navigation.

For those already affected, Google offered a chance to appeal. Sites that correct the issue after being penalized can request a review of their demotion. The move aims to enhance transparency and user control over web interactions, aligning with broader efforts to improve online trust. Sign up for the Tech Decoded newsletter to stay updated on global tech developments. Outside the UK? Register here.