As App Downloads fall and engagement stalls, PWAs look set to be the future of the mobile web experience.
Google has generated more than it’s fair share of TLAs (Three Letter Acronyms) in its time. AMPs are still fairly new but have been enthusiastically taken up by many publishers for the faster mobile experiences they offer. But now Google are pushing new kind of web page, which comes with its own TLA and offers the possibility of radically changing the way many consumers use the internet. Progressive Web Apps (PWAs)
Progressive Web Apps are web pages that work more like an app (hence the name). Being web pages means they don’t need to be downloaded from an App Store like Google play or Apple’s App store. This removes friction from the user’s journey (which Google is very keen on) and also keeps users within the Google ecosystem (If they’re using a Chrome browser), which Google is also understandably very keen on. PWAs and AMPs together offer the prospect of a far more mobile friendly web, one where users can bet on pages being fast and reliable on mobile devices, rather than the current load time lottery you tend to get with modern SERPs.