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Google targets back button hijacking in search rankings
Google announced on Wednesday it will classify websites that manipulate browser back buttons as engaging in a "malicious practice," starting 15 June 2026. Sites employing such tactics may face lower search rankings or removal from results entirely.
What is back button hijacking?
The practice involves websites interfering with browser functionality to prevent users from returning to the previous page via the back button. Instead, users are often trapped on the site or redirected to unwanted advertisements.
Google stated this behavior disrupts the expected user experience, leading to frustration and reduced trust in unfamiliar websites.
Google's response and enforcement
The tech company cited a rise in such manipulative techniques as the reason for its policy update. From mid-June, any site found to interfere with browser history navigation will be subject to penalties.
Examples of prohibited practices include inserting deceptive pages into a user's browsing history to block access to prior pages.
"Back button hijacking interferes with the browser's functionality, breaks the expected user journey, and results in user frustration. People report feeling manipulated and eventually less willing to visit unfamiliar sites."
Google
Industry reaction
Adam Thompson, Director of Digital at BCS, the Chartered Institute for IT, told the BBC that such practices undermine core user expectations of how the web should operate.
"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."
Adam Thompson, BCS
Guidance for website owners
Google advised site operators to review their technical implementations to ensure they do not disrupt users' ability to navigate their browser history. Those penalized can request a review after addressing the issue.
"Sites that fix the problem can submit a request for reconsideration," Google noted in its blog post.
