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Your site will be demoted by Google if you have terrible app install ads

After November 1, mobile web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly. This does not affect other types of interstitials. As an alternative to app install interstitials, browsers provide ways to promote an app that are more user-friendly.

App install interstitials that hide a significant amount of content provide a bad search experience

 

App install banners are less intrusive and preferred

 

Use Mobile-Friendly Test to check if your site is mobile friendly.

More information on http://googlewebmastercentral.blogspot.com.au/2015/09/mobile-friendly-web-pages-using-app.html.

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