Mobile Optimization

How Mobile-First Indexing and New Technologies Like Instant Apps Are Changing the Game

About This Report
Google’s shift to mobile-first indexing and a slew of new technologies like Accelerated Mobile Pages, Progressive Web Apps and Android Instant Apps are changing the nature of the mobile web. Here’s what marketers need to know to keep up with the competition.
Table of Contents

While much attention is paid to native mobile apps, the mobile web is still a primary way to connect with audiences. This report focuses on ways that marketers can address mobile-first indexing and new technologies like Android Instant Apps to better engage consumers.

  • While smartphone users spend the majority of their time in-app, the mobile web still represents an incredibly helpful channel to connect with customers and drive them further down the funnel, especially following a search.
  • Google’s ongoing shift to mobile-first indexing means webpages will be increasingly judged by their mobile websites, and not those intended for desktop. Marketers should embrace responsive web design and good mobile search engine optimization (SEO) strategies as a result.
  • Accelerated Mobile Pages (AMPs) give webmasters and developers a new way to keep page load times down, thereby increasing user engagement and conversions while lowering bounce rates.
  • Progressive Web Apps (PWAs) are a way that new technologies can give mobile web users an experience closer to that of a native app, while eliminating possible friction points like being routed to an app store and downloading a large file.
  • Similarly, Android Instant Apps are another way to ease the customer journey by reducing the size of a native app to make it easier to engage with. These apps can improve the user experience, but can also improve native app user acquisition campaigns.

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Table of Contents

  1. The Mobile Web: Don’t Call It a Comeback
  2. Google’s Sea Change: Mobile-First Indexing
  3. Page Loads—Get Low
  4. Getting AMPed
  1. Progressive Web Apps: Here’s the (New) Deal
  2. Instant Apps: Native Apps in a New York Minute
  3. Key Takeaways
  4. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Maximiliano Firtman
ITMaster Academy
Mobile Web Developer and Founder
Interviewed May 18, 2018
James Ho
Vice President, Product Development
Interviewed May 18, 2018
Saurabh Arora
Lead Android Engineer
Interviewed May 16, 2018
Matthew Brennan
China Channel
Interviewed May 18, 2018
Steve DeAngelis
M&C Saatchi Mobile
Vice President, North America and Client Solutions
Interviewed May 11, 2018
Sara Leaf
Elite SEM
Account Lead, SEO
Interviewed May 15, 2018
Scott Levy
Fuel Online
Founder and CEO
Interviewed May 18, 2018
Rohan Philips
Global Chief Product Officer
Interviewed May 21, 2018
Rajiv Thondanoor
Vice President, Product Management
Interviewed May 28, 2018
Will True
Director, Product Management
Interviewed May 18, 2018
Lizzie Zhang
Product Manager for Mobile Apps
Interviewed May 16, 2018
Sohel Dadia
Director, Mobile Apps Engineering
Interviewed May 23, 2018

Read This With Insider Intelligence


Rahul Chadha


Caroline Cakebread
Junior Analyst
Tricia Carr
Managing Editor, Interviews
Man-Chung Cheung
Research Analyst
Chris Keating
Director, Research
Yoram Wurmser
Principal Analyst