In a rare case, Google recently announced an algorithmic penalty to be applied to websites on January 10, 2017. This time, they’re attempting to put an end to disruptive and annoying popups.

Note that this does not mean that it will put an end to all pop-ups. However, it will penalize websites for using the most obnoxious ones users like least.

Here’s the 3 types of popups, and the situations where Google says it will penalize website owners:

1. Creating a popup that covers the main content immediately after the user arrives at your website or while they look through your page
2. Displaying a standalone popup that you have to close out before you read the main content
3. Using a website layout that looks similar to a popup above-the-fold, but the original content actually remains hidden beneath the popup

So basically, that puts an end to most popups that website visitors don’t like. It’s most common for solopreneur personality-based internet marketers to use them. However, you can also see these kinds of popups at big-name websites like Forbes and Inc.

What Does This Mean for Small Business Owners Like You?

Now, as a small business, you probably don’t care about this a ton from a business perspective. You probably don’t spend much time building your email list.

But you should.

Because it’s the best long-term source of leads you can get with digital marketing. In fact, it outperforms all other digital channels combined by nearly 600%.

Not too bad.

Why does email work so well?

Because you can be so direct and personal. Only your best customers even bother to join your list in the first place.

Then, you simply build the relationship over time by staying in touch and offering valuable information your prospects or customers can put to use. You extend some special offers now and then to get them to act and buy.

It’s a simple (though time-consuming) process, really. Plus, you don’t have to worry about any Google algorithm updates or penalties costing you all the names on your email list. It’s a good buffer against temporary changes in your search rankings.

If you don’t already, you should make building your email list part of your marketing strategy. It’s too valuable to pass up. And you can grow a good-sized list without using pop-ups.