Google is updating their mobile friendly website test to try and promote less intrusive app installation warnings that hide significant amounts of content. When browsing a website on a mobile device, it’s not uncommon to see a pop-up that prompts you to install the site’s app on a mobile app store. Sometimes it’s out of the way and simple, like a native banner at the top of the website. Sometimes, though, it’s a very intrusive, large pop-up that hides the actual website. I’m sure you’ve seen one at least once since you’ve had a smartphone, but if you’ve managed to avoid it this long, trust me, they’re awful.
Google’s updated guidelines will go into effect on November 1st, and after that any app that displays a large app install interstitial will no longer be considered mobile friendly, which is bad news for a site’s search results.
Fortunately, most modern browsers support the smaller, native banners, including Google’s Chrome browser and Apple’s Safari browser, and website designers are free to implement their own solutions so long as it won’t block tons of content from readers.
source: Google Web Master Central
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