Google is now able to index the content found within mobile applications and deliver the right "experience" when a user conducts a relevant or related search.
It is truly an incredible, game-changing capability as it can speed up consumers access to information and provide brands a better opportunity to drive user engagement (which is particularly important considering that most apps are only opened and used a few times before being deleted).
If marketers and developers can shorten the path to information access, they're able to realize a far greater return on their investment and do so much faster. This is why there is so much interest currently in mobile deep linking.
A deep link is essentially a URI (uniform resource indicator) that directs a user to a specific location within a mobile app. Say for instance that you have an application installed on your mobile devices that shows English Premier League football/soccer scores. With deep linking set up, users of the app can be immediately directed to a page within the app that features that particular content when searching (on Google, for example).
In a time when a majority of search traffic is initiated from mobile devices, deep linking is an effective way to generate greater rates of interaction and it's not terribly difficult to set up. To use a deep link URL from a mobile site to a mobile app, there are some things developers will need to know of course.
As developers will quickly discover, there is a great deal of configuration that is required but fortunately there is no shortage of information available to help developers do so correctly.
One of those first key developer steps, and arguably on of the most important, is to designate a custom URL scheme (within both iOS and Android) which makes it possible to engage in deep linking at all.
Deep linking to mobile apps is a great way to drive interaction rates among existing users and in some cases attract new users. While there is some setup required, the benefits of doing so are significant.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.