Google to Penalize Websites Using Back Button Hijacking Tactics
Google has announced an expansion of its policies targeting websites that employ “back button hijacking” to keep users engaged. This practice involves manipulating a browser’s functionality so the back button no longer directs users to the previous page, often trapping them on the site or displaying unexpected advertisements. In a recent blog post, the tech giant, which develops the Chrome browser, highlighted a growing trend of such behaviors and outlined its plan to address them.
Starting on 15 June, websites persistently using back button hijacking will be classified as a “malicious practice.” This classification may lead to reduced rankings or removal from Google Search results. The company emphasized that the tactic disrupts user navigation, causes frustration, and diminishes trust in unfamiliar sites. “Users feel manipulated, which makes them hesitant to explore new websites,” Google stated in its post.
“Back button hijacking interferes with browser functionality, breaks the expected user journey, and results in user frustration,” Google explained. “People report feeling manipulated and eventually less willing to visit unfamiliar sites.”
The company will penalize sites that insert “manipulative” pages into a user’s browsing history, preventing them from returning to the prior page. Site operators are urged to review their technical setups to avoid disrupting navigation. Those affected by penalties can request a reconsideration if they resolve the issue.
Adam Thompson, director of digital at BCS, the Chartered Institute for IT, remarked to the BBC: “Practices like back button hijacking undermine the basic user experience and break the expectations people have of how the web should work, so it’s understandable that Google views this as a harmful behavior and is taking action.”
Google advised website owners to ensure their implementations do not interfere with users’ ability to navigate their browser history. The move aims to enhance transparency and improve user trust across the internet. For more insights into global tech trends, sign up for the Tech Decoded newsletter. International readers can join here.
