A look at another SEO Strategy Deep Link Building Deep linking has always been a requirement for companies, and mobile applications have only made it more important. In recent years, startups have developed that specialize in improving and creating deep links for SEO strategies. At its simplest, a deep link a type of link that navigates the user from the app or website to outside content. While this technology has been used for years, mobile deep links have become the go-to SEO strategy used by SEO experts. The Takeover of Mobile eCommerce The Growth of Deep Linking In 2006, the first media results for deep linking began to appear. This practice was designed to increase the visibility of website pages other than the home page for search engine indexing. During this time period, deep linking incorrectly referred to "hot linking." This early practice was designed to link files directly to a third-party host for downloading. Hot linking quickly became controversial because it fueled the consumption of copyrighted material. United States courts typically sided with the copyrighted material and held that linking to website content could violate that site's copyrights. This was especially the case for websites that garnered advertisement revenue by linking to the content. By 2008, the development of mobile apps and the iPhone OS 2 changed the state of the field. At this point, app developers could submit their apps from the iPhone to the App Store. These were not based on a document structure like the Web, and mapping content without deep linking became extremely difficult. Deep linking allowed app developers to map out the Web page items that were within the app. Companies that had large amounts of content had to link their Web articles to the articles in the app so that readers could connect to them easily. Back in 2013 and 2014, mobile commerce and apps really began to hit the mainstream and overtook sales over their desktop counterpart. Instead of visiting a brick-and-mortar store, users were buying products on their mobile devices. This created a demand for better tools to like apps that helped convert users into buyers. Deep links were used to bring users from marketing e-mails to the apps and direct them toward a purchase. How Mobile Apps Can Compete with Websites Why Are Deep Links Important for SEO? Before Google could index apps, it missed out on a significant amount of global data. Being able to index apps allowed Google to discover the information and revolutionized SEO strategies for mobile devices. Deep linking enables Google spiders to figure out the apps that are relevant for the search engines. In essence, the deep links let Google and other search engines index an app in the same way that it would normally index website content. For companies, being listed in a search engine result can lead to significant earnings. Google search is accessible to any Internet user, which allows it to drive potential customers to an app store. As a result, app developers have started to compete for the top spots in mobile search results. Internal app screens and landing pages can all rank within the search engine. Currently, Google says that Web parity is necessary to ensure deep app indexing. This means that any content that is crawlable by the spiders should match with the app content that is indexed. Google is still working on an “app only interest form”, so a non-parity indexing technique may be used soon by the search engine giant. The change to non-parity is important for businesses. This means that gaming, travel, business and other apps will now have to compete with a flood of new search engine results. Pages that were not originally indexed will be available in the search engines and can compete with currently indexed pages. Deep links let Google and other search engines index an app in the same way that it would normally index website content.