PWAs are a hybrid of native apps and mobile websites

The fact that PWAs use web technology means they work cross-platform, taking the operating system out of the equation. Users will have a cohesive experience on any device they choose to launch the app on.

PWAs are highly discoverable. This means they are easily identified by search engines, allowing them to come up in the search results just like any other web content.

PWAs will be treated with traditional SEO, so it gets indexed for more than just the app name, but also the content within the app. It will not be treated as an app specifically, but as a piece of content that can “answer” someone’s “question.”

60% of searches are now from mobile devices
— Google

People are actively using their mobile devices to find content, so imagine your PWA coming up in those search results. For example, someone might be looking for a salon in the area, so they use the Google search bar to start their inquiry. The search results will most likely show directories like Yelp and salon websites. If you own a salon business, your PWA could rank in these searches, driving customers straight from the search results to your app. This first touch is an opportunity to convert your customers. An app-like experience will allow customers to schedule a salon appointment from a UI built for mobile. It’s a seamless process starting with a web search and ending with a completed task in the app.