Progressive web apps are one of the most talked about technology shifts in the web and has gained incomparable momentum amongst the practitioners in the IT world. If you are building for the web, I’m sure that PWA is the latest ‘buzzword’ that has been added to your work vocabulary. It’s not shocking because PWA has made the farfetched dream of installing web apps on phone for real.
Native app store apps carry out things like send push notifications, work offline, look and feel like an app (as Apple and Google have imagined them), load on the homescreen, and so on and so forth. Mobile Web Apps accessed in a mobile browser, by comparison, previously haven’t done those things. Progressive Web Apps fasten that with new Web APIs, new design concepts, and new buzzwords.
How should SEO be involved with PWAs?
The way that Progressive Web Apps work might origin some issues when it comes to search engines crawling the pages, and in turn, ranking and indexing them due to the fact that the content is loaded after the build of the pages.
Rather than have the pages sending the minimum needed at first load (or crawl), and then requesting the content afterwards, we SEOs should be working strictly with developers to tweak these pages to be search engine, indexation and ranking friendly.
Ideally, the Progressive Web Apps should be built so that as the user arrives at the site, it sends back the application shell (minimum HTML, JS, CSS etc.) so it is all functioning properly. But, at the same time, the pre-loaded content for the application is also served – so it all comes at the same time. This way, the application loads straight away for both the user and search engines.
As well as getting the build of the PWA right, we also still require to have a firm grasp on the content itself and how users are interacting with it.
As with traditional web pages, content really does play a enormous part in the success of these web pages. You can have a perfectly built PWA, but if your content isn’t up to scratch, then, it isn’t going to provide much value. So, your SEO team needs to show the same attention to content and behavior on PWAs as they would a traditional website.
The better your understanding of how your customers are interacting with these pages, the better chance you will have of success. How are they differing compared to traditional web pages, or even standard mobile pages? Is the usage different across different devices? Is time-on-page affected by different forms of content? These are all questions that we will need to be asking once Progressive Web Apps are in complete flow.
Progressive Web Apps have a functionality that captures user behavior and preferences, and push notifications are delivered off the back of this data. These prompts will also need to be addressed by SEOs to make sure the accurate information is displayed at the correct time. By using the data properly, you have a real chance of reaching your audience on a better level than before.
We can’t say that Progressive Web Apps will kill Native Apps in the future. But still there is a growing interest for this approach in the community. PWAs are still in their early years with a lot of challenges to be addressed. Yet they have the potential to create a shift in the way the web works.
I am RG Infotech, passionate for providing web development. Love to write about what web development can change in business strategies for a great betterment.
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