App or website? Or both? When it comes to visibility on the Internet, there are not only many possibilities for companies, but also challenges. Developing a website that fully represents your company doesn't just happen in passing. App development is no less complex, in most cases even more comprehensive, time-consuming and therefore more expensive. 

Anyone who decides on an app is then faced with the question: mobile or desktop? Not an easy question to answer either, bearing in mind that nobody knows which trends will set the tone tomorrow. 

Now there is also a hybrid variant, a mix of both, so to speak: Progressive Web Apps. 

What are progressive web apps?

Progressive Web Apps (PWA) are hybrid websites that work like traditional smartphone apps, but are accessible via a browser. This combination of website and app can be indexed by Google in a similar way to conventional websites. 

The indexing of a website is important because it determines the visibility of the website. The index is a large structured directory from which Google's algorithm draws its information. A website can only appear in the search results if it is listed in the index.

Progressive web apps also offer users the option of using content in a similar way to native apps and are available on different platforms. "Mobile first" is still very important, especially for developers, because a lot of content from the WWW is accessed via smartphones or tablets. So if you offer a hybrid version of a website (PWA) that also performs well on smartphones, you can gain a decisive advantage. 

PWAs offer all the advantages of native apps without the need for installation. They are easier to develop, crawl and use, which is another reason why they are an attractive option for mobile applications.

The background

The technology behind PWAs goes back to a Google initiative.

Website operators have various options for making their content available to mobile users: mobile optimization or native apps. 

Native apps are installed via app stores, while responsive web design adapts websites to all devices. The apps are independent systems and are usually not directly accessible via search engines.

Google has responded to the growing use of closed web systems and introduced app indexing, which allows links to app content to be created and indexed. We have learned that indexing is crucial for visibility, and this applies not only to websites but also to apps.

With app indexing, app results now appear in Google search even if the app is already installed on the device.

Google promotes Progressive Web Apps (PWA), which combine the advantages of apps and websites. PWAs can be used without installation, adapt to different devices and also work with a poor internet connection. Actually mega, right?

Let's summarize what PWAs offer:

• Use on all devices

• Function also offline

• Fast loading

• Outstanding user experience

Google defines PWAs as reliable, fast and user-friendly. And of course not to forget: What Google likes is usually more visible than what Google doesn't like. 

Technical: How PWAs work 

Now it's getting a bit technical, but we'll try to keep it as simple as possible. If you would like to read about how PWAs work and understand this in more detail using a practical example, you are welcome to take a look at this article. 

Progressive Web Apps (PWA) are based on three main components: Service Worker, Application Shell and Web App Manifest. And we'll explain them now. 

1. Service Worker: These JavaScript files enable content to be loaded and cached in the background, allowing PWAs to function even without an internet connection. They minimize loading pauses and can configure entire program sequences to load content before a link is clicked.

2. Application Shell: This component ensures that the mobile view of the PWA is generated and adapts to the respective browser. The app shell forms the basic framework for dynamically loaded content and is stored in the device's cache, making the design of the PWA look similar to that of a native app.

3. Web App Manifest: This JSON file is stored on the server and enables the PWA to be saved on the end device like a native app. It defines the app icon, the option to load the app in the browser or independently, and allows push messages to be sent if the user confirms this during "installation".

JSON stands for JavaScript Object Notation and is a data format or data exchange format that is available in an easy-to-read text form. A JSON object begins with a curly bracket - for anyone who has ever seen website code and asked themselves the question.

Brief overview: the advantages

We have mentioned some of the advantages from time to time in the course of this article, but here is an overview of all of them. 

The development of Progressive Web Apps (PWA) is significantly cheaper than native apps and requires less maintenance. This is partly due to the fact that it is less complex to build a PWA - less complex, ergo less expensive. 

Updates can be made continuously without the need to be tied to app stores, which allows webmasters to promote their PWA themselves. And there are also no costs for app stores. 

The content of the PWA can be indexed and therefore rank in search results. As Google is behind the initiative, there is also app indexing and therefore some push from Google. 

As there are no platform restrictions, users can use the content of the PWA with any mobile device. This is also great, because apps for smartphones have to be adapted to the operating system of the end device - which is not the case here. 

Web content can be used with almost any connection quality and the user's loyalty to their own web content is increased by "installing" the PWA. So if we fall back into the Stone Age for a few days (without an Internet connection), PWA content can still be viewed. 

Summary 

Website or app? There is a third answer to this question with PWAs, which offer companies a great way to increase their visibility on the web. They combine the benefits of websites and native apps, making them a flexible and cost-effective option. Companies that are realigning their digital presence (want a new website or have even considered an app) should seriously consider implementing PWAs, as the benefits are undeniable. 

You can find more blog articles here: Blog by Flanke 7.