Deep Links 101

A deep link is any URL that takes you to content within a website or app, rather than to the homepage. They can be used to bring the user from one page of web content to another, or from web to app or, as is becoming more common these days, from app to app. In the case of the latter, this is known as mobile deep linking, a tactic which has been used increasingly as mobile commerce and the use of mobile apps have expanded. So, why use deep links and how can you implement them?

by Olga Grigorenko

Step #1. Identify the Value of Deep Links

Deep links drive user engagement.

This is a factor which is tremendously important to the success of any website. As explained above, a deep link provides a direct route from one page to another, bypassing unnecessary content and funneling the user directly to the targeted page and/or app.

This streamlines the process, making it not only easier for the user but also ensuring that they go directly to the content you’re pointing them to. If you’re trying to attract new users to a new app, deep links can allow them to get there within the app store, as opposed to exiting their browser window and having to search for it themselves.

Time is money, and convenience is a valuable commodity.

Deep links increase acquisition and retention.

These are two of the most essential marketing goals of any company. If the end-goal of your site or app is to obtain new customers and keep them (as it should be), deep links can directly help you reach that goal.

One thing that marketers have learned when targeting millennials, is that those customers value ease and utility. Deep links offer both of these assets, creating a better user experience that will attract and retain your customers.

Step #2. Building Your Own Deep Links

Develop deep links from scratch.

If you’d like to build your deep links internally, your developer will first need to identify the URI (Uniform Resource Identifier) of each page in your app. From there, they’ll need to build and develop the code that will direct and launch the intended action of the deep link.

A useful resource to direct your tech team to is MobileDeepLinking, a guide which provides developers with implementation details as well as standard framework to help them get started.

Deep link tools for developers.

If you would like to use existing software to develop your deep links, there are a few great options out there that will lend a helping hand to your techies. A few big name solutions such as AppLinks from Facebook and AppIndexing from Google are two widely used options.

Other startup solutions are cropping up as well, offering customers a variety of options. All of these solutions are intended for developers (since they require a knowledge of coding), but they nonetheless provide invaluable framework which will ensure that you are making the most of your deep links.

Step #3. Set forth and unleash your deep linking potential

Build your deep links and let them work for you.

Now that you know the why and how, you can get started on implementing deep links in order to power up your site or app. Whether you are a developer or a marketer, understanding the capabilities of deep links will help you make the most of your marketing efforts and ensure increased usage and visibility.

By directing users to content other than what is on the home page, you will also increase the authority of your entire site, which is an important SEO strategy for most websites. With the number of various options out there to help streamline and simplify deep linking across multiple platforms, you are certain to find the right fit for you and your team.