Whether you are a web developer or a content manager, chances are you are aware of the surge of progressive web apps (PWA) in the market. PWAs brings the best of web-based services and local applications into one.
According to Google, PWAs are a reliable, fast and engaging way for users to interact with a brand or a service. Therefore it is safe to say that PWAs have its own benefits which allow you to approach your customers from a new and exciting perspective.
However, just like their web-based predecessors, PWAs fall into the category of SEO-dependent services. In this article, we have listed out the best practices for optimizing your PWAs for search engines.
Let us start with;
Why SEO matters:
Search Engine Optimisation (SEO) determines your ranking in the app marketplace and therefore impacts the visibility of your app. Just like your website, PWAs fall under global SEO when it comes to marketplace ranking. Therefore the prevalent website SEO techniques can be a good starting point for your PWA. If you use the same set of rules you used on your website and digital content, the PWA you publish will not fall short of expectations.
The words and phrases you implement in your PWA are just as important as those on your website. So make sure that you do adequate research into your niche’s trending keywords. Tools such as Semrush and Google’s Keyword Planner can help you discover useful and high-ranking words to use.
The thing about PWAs is that they are in the middle of the road when it comes to online and offline based services. They are just as much a part of the internet as they are a part of any local device which may be using them. In order for the end-user to find your PWA, SEO will have to be much in the same way as it is for web-based content.
The major benefit of using PWAs in your business is that they are very lightweight. According to research done by PWA Stats, progressive web apps take up only a fraction of space and bandwidth as opposed to their full-blown software counterparts.
Even so, your rankings can take a major hit if you don’t optimize your PWAs’ multimedia content accordingly. Any multimedia content that you embed in your PWA takes up precious bandwidth. With that, load times drop and people are less prone to use your app for extended periods of time.
In order to avoid that, you need to optimize your images and multimedia for optimal load times. You can do this through online editors or local software such as the Adobe software suite.
Content Interlacing and Localisation:
By definition, your PWA can and should link to your website and all related content. This is a step towards easily promoting your business, marketing new products and raising your global SEO ranking. Only last year, Forbes has redesigned their website as a PWA. Since then, they have enjoyed an increase of 100% in overall engagement rates.
Content interlacing is an important prospect of PWA reminiscent to site content interlinking. Don’t waste the opportunity to create a cohesive customer experience by failing to connect your main site to the PWA.
Many developers also overlook the importance of localizing their applications in different languages and regions. Professional service providers such as Pick Writers can help you with the translation of your PWA. You can easily find a professional translator who can help to localize your PWA for international markets and thereby improve your local SEO rankings.
Push notifications play a huge part in the appeal of progressive web apps. They notify the end-user of a new piece of information or a happening without being too obtrusive.
It’s good practice to include SEO optimized content into your push notifications by default. While they don’t affect your global SEO ranking as much as the UI and content, they still add up to it.
Make sure that you use this opportunity to maintain the cohesive image of your brand without deviating from what you did beforehand. Optimize your push notifications with keywords in mind in order to make the most of their presence.
Software developers rarely need the end-users’ feedback to improve their back-end code. However, in terms of PWA optimization, the client-side feedback matters more than you think.
The customer experience of your clients is the epitome of your development cycle. If they don’t like what you created, no amount of polish and redesign will save the PWA.
Add feedback fields and contact options to your progressive web app to show some positive attitude towards your users. You may receive crucial information about grammar mistakes in your UI, bugs on certain devices and similar reports.
Long-form optimization (Conclusion)
Just like any other web-based service, PWAs require constant upkeep to function properly. The good side of PWA is that they update in real time which lessens the impact on your SEO ranking.
Client-side devices receive updates as you roll them out without any dependency on the bandwidth. This makes it easy to update and maintain your PWA across the board. Don’t be afraid to add new functionality and SEO optimization methods to your existing progressive web app.
The development of said application will only stop when you decide to do so. If you plan your SEO according to the existing content plan for your website, there is nothing to worry about.
Kristin Savage has graduated from Columbia University where she was majoring in Germanic Languages. Besides English as her mother tongue she also speaks German and Dutch fluently. Currently Kristin is studying Spanish and planning to obtain her PhD in Applied Linguistics since she is interested in how to use her to some extent practical knowledge of language processes in everyday life.