Deep linking was originally thought of as sordid play by Google to bypass information providers. Yelp would certainly think so. But deep linking has taken on a new context, as Google, Apple and a host of search startups seek to re-engineer the search ecosystem to get consumers want they really want. It also acts the anchors for linkable tech that ties together platforms (i.e. Internet, video), commerce and content.
At BIA/Kelsey Next in Hollywood Dec. 8-9, speakers reflected on deep linking as a new opportunity to get consumers to engage with Apps, rather than bypass them. Google’s Vera Tzoneva noted that people are only engaging with a quarter of the 36 apps they’ve typically downloaded (i.e. 9)
Google Now— –Google’s deep linking service – is seeking to energize usage with deep linking. We are “looking at your needs” and “giving you useful information at the right moment, said Tzoneva. Google has come a long way from simply posting a number of relevant search links. “We are not just telling you what is out there,” she said.
Button CRO Mike Dudas said he sees a whole new business model of connecting searched content sites to commerce. Button, for instance, connects sites such as Foursquare to a number of related commerce partners, such as Uber. Connecting to ecommerce “is an additional revenue stream, “ he said. “It’s very accurate.
But are we there yet? Not according to Yellow Pages and search Vet Paul Ryan, who is the founder and CRO of Quick.ly, a new mobile search site. “It’s still wide open” with few rules, he said. “Android is the Wild, Wild West.”
“We’re back to 1999,” when it was still about search and discovery, added Ryan. “There’s buffers of content, but everyone is going to the home page. The major part is getting people to the content or action they want accomplished.”