#spampolicy

A quick breakdown of what changed, why it matters, and how to check if it affects you.

Ever hit the back button on a website and landed somewhere completely unexpected? Maybe a random recommendation feed showed up out of nowhere, or you had to smash "back" three or four times just to actually leave. That's not a glitch, it's a deliberate pattern called back button hijacking, and Google just made it an official spam violation.

Enforcement begins June 15, 2026. From that date, sites doing this can face manual spam actions or automated ranking demotions  the same category Google reserves for cloaking and sneaky redirects. That's a serious shift, and one worth understanding properly rather than skimming past.

What Back Button Hijacking Actually Looks Like

At its core, this comes down to a broken expectation. When someone clicks back, they expect to land on the exact page they came from, not a different one, not a popup, not a loop they can't escape. Back button hijacking breaks that expectation on purpose, usually through the browser's History API.

In practice, it shows up as:

Fake history states inserted into the browser's navigation stack

Redirects to pages the user never actually visited

Surprise content or recommendation feeds triggered right as someone tries to leave

Multi-click traps that force repeated back presses just to exit

Anyone who's spent real time auditing site behavior has seen at least one of these hiding in a client's codebase  often without the site owner having any idea it was there. On one recent audit, an ad partner's script was quietly rewriting a client's history stack, and the site owner had no clue until traffic patterns started looking off. In another case, a poorly configured exit-intent popup on an e-commerce site was silently trapping mobile visitors in a two-click loop  the kind of thing that never shows up in a standard SEO checklist unless someone is actually testing navigation by hand.

Why This Matters More Than It Looks

Google built this policy under its "malicious practices" umbrella, the same bucket as malware and unwanted software. Chris Nelson from Google's Search Quality Team put it plainly when the policy was announced: inserting deceptive pages into a user's browser history has always gone against Google Search Essentials, but it's now being treated as an explicit, enforceable violation rather than a gray-area concern. That placement alone tells you how seriously this is being treated.

Here's the part that catches a lot of teams off guard: responsibility doesn't shift just because the offending code came from a third-party ad network, a plugin, or an embedded widget. If it's running on the site, it's the site's problem to fix. Ad scripts, exit-intent popups, and poorly configured single-page apps built on React or Vue are common, often unintentional sources of this exact issue.

There's also a quieter cost beyond the direct penalty. Manipulated navigation corrupts signals Google already watches closely  like how fast someone bounces back to a search results page after clicking through. Broken back button behavior tends to spike bounce rate, shorten session time, and drag down page experience scores, all of which already carry ranking weight on their own.

A Quick Way to Check Your Own Site

This doesn't require anything fancy. Open the site, click into an internal page, then press back. If it takes you somewhere unfamiliar, reloads the same page instead of exiting, or needs more than one click to actually leave  something is interfering with normal navigation.

The usual suspects worth checking first:

Ad networks or affiliate scripts quietly rewriting browser history

Interstitials or pop-up plugins inserting extra steps into the back flow

Single-page apps mishandling browser state on route changes

"You might also like" widgets firing on exit intent

Fixing It Before June 15

None of this is complicated once it's identified  it just needs a proper technical pass instead of guesswork:

Audit every third-party script, tag, and plugin currently live on the site

Check DevTools for unusual popstate or History API activity

Disable or remove whatever's altering the natural back button flow

Re-test navigation across key pages after each change

Keep monitoring afterward  ad platforms push updates that can silently reintroduce the same behavior

The Bigger Pattern Behind This Update

This policy didn't come out of nowhere. Google has spent years steadily closing the gap between "technically not against the rules" and "actually respects the user," and back button hijacking is just the latest example to get pulled out of that gray zone. Sites that use this as a prompt to audit broader friction  disguised as buttons, aggressive interstitials, deceptive navigation patterns in general  tend to come out ahead on both trust and visibility, not just this one policy.