Google engineer Daniel Bathgate:

However, sometimes a user may tap on a search result on a mobile device and see an app install interstitial that hides a significant amount of content and prompts the user to install an app. Our analysis shows that it is not a good search experience and can be frustrating for users because they are expecting to see the content of the web page. […]

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

I would be a lot more excited about this if I hadn’t already switched to DuckDuckGo.

(Via Pixel Envy.)