Should you choose between a mobile site and an app for SEO?

Why does Google prioritize the mobile site over the app?

Google's position is clear: the mobile site remains the top priority for any organic visibility strategy. Apps cannot replace an accessible website for everyone, especially because they require prior installation and are not crawlable in the same way.

This distinction is based on a simple technical reality. Google's bots can easily access web content via HTTP, while app content requires specific mechanisms like App Indexing to be discovered. The web remains Google’s natural ecosystem.

What exactly is app indexing?

App Indexing allows Google to crawl certain pages of native mobile applications and to display them in mobile search results. When a user clicks on a result, they are redirected to the app if it's installed; otherwise, they are directed to the equivalent website.

Google states that this feature is becoming "increasingly important", but field data shows very limited adoption. Most sectors see almost no organic traffic from this source. [To be verified]: this increasing importance is not measurable in the majority of analytics.

How does Google link web content and applications?

The technical principle relies on deep linking: each app screen must be associated with an equivalent web URL. Google then establishes a link between the two worlds, allowing app users to benefit from richer results.

This architecture requires precise mapping work. Each piece of content must exist both on the mobile web and in the app, with specific tags on the app side. The real benefit depends entirely on your app penetration rate: if 2% of your users have the app installed, the impact will be marginal.

• Top priority: fast, responsive, and properly crawlable mobile site
• App Indexing does not replace web SEO: it's a supplement for brands with a strong app user base
• The statement avoids quantifying the actual impact of app indexing on total traffic
• Technical mapping required: each app screen must correspond to a functional web URL
• Mobile-first indexing concerns exclusively mobile web, not native applications

Does this statement reflect the reality on the ground?

Let's be honest: App Indexing generates marginal traffic for 95% of the sites we analyze. Google frequently mentions this feature in its communications, but analytics tell a very different story. The traffic volumes coming from app indexing are microscopic compared to traditional web SEO.

The issue lies in the prerequisites: the user must have the app installed, search on mobile, and click on an indexed result. This intersection is extremely narrow except for mass-market apps like major e-commerce or media with millions of active users.

When does this recommendation become relevant?

App Indexing makes sense in three specific scenarios. First case: apps with a massive user base (several million active installations) where even 0.5% additional traffic represents a significant volume. Amazon, Leboncoin, major retail brands fall into this category.

Second case: sectors where the app experience significantly outperforms the web (fitness, banking, booking) and where users prefer the app once installed. Third case: re-engagement strategies to encourage app users to use it instead of the website. Outside of these cases, heavily investing in App Indexing amounts to optimizing a nearly dead channel.

What is the real priority based on observed results?

The key message that Google doesn’t emphasize enough: your mobile site must be flawless before considering apps. Too many sites invest in native applications while their mobile web is slow, poorly indexed, or filled with Core Web Vitals errors. This is a total inversion of priorities.

Ranking data shows that Google heavily favors fast and well-structured mobile sites in the SERPs. App indexing does not influence your website's ranking. It simply provides an alternative path to the app for users who have already installed it. No positioning gain, just a change in destination for a fraction of users.

What should be prioritized on the mobile site?

Focus on the fundamentals of mobile-first indexing: loading time under 2.5 seconds (LCP), visual stability (CLS < 0.1), fast interactivity (FID/INP). These metrics directly influence your mobile ranking, which is now your overall ranking. Use PageSpeed Insights and your Core Web Vitals Search Console to identify bottlenecks.

Ensure that your mobile content matches the desktop in terms of depth. Google now crawls and indexes only the mobile version. If certain content or links appear only on desktop, they no longer exist for Google. Conduct a comparative audit of both versions and fill the gaps.

When does App Indexing deserve your attention?

Before even considering App Indexing, ask yourself: do you have over 100,000 monthly active users on your application? Does your app provide a truly superior experience compared to mobile web? Does your installation rate exceed 10% of your mobile traffic?

If yes to all three, then set up deep linking with App Links (Android) and Universal Links (iOS). Implement the appropriate tags in your app and create the URL mapping from web to app screens. Test via the App Indexing section of the Search Console. If you answer no to any one question, invest that time back into your traditional mobile SEO.

How can you measure if you are on the right track?

Set up distinct tracking for organic mobile web traffic versus app. In Google Analytics, create segments separating sessions from mobile browsers from those coming from apps. Track the monthly evolution: mobile web traffic should represent the overwhelming majority.

Monitor your mobile metrics in Search Console: error rates, indexing coverage, page experience. These indicators are your true levers for organic growth. App Indexing will appear as a separate line in reports if you have it enabled, allowing you to quantify its real impact. Spoiler: it will be low.

• Complete audit of content parity between desktop/mobile: no strategic content should be missing on mobile
• Priority optimization of mobile Core Web Vitals: LCP, CLS, INP below the "good" thresholds
• Test mobile crawlability with the URL inspection tool in Search Console on your key pages
• If more than 100k active app users: implement deep linking and App Indexing
• Separate tracking for mobile web/app to measure the real impact of each channel
• Quarterly review of mobile performance: don't let mobile degrade