App deep link documentation for Search

What changed

Google documented how to implement app deep links so that a result clicked on a mobile device can open the corresponding screen in an installed app rather than the mobile web page. It covers the required app configuration, association files and URL structure. The guidance is aimed at brands where the app is the primary conversion surface. Only the month of publication is documented here.

Timing

Rollout began 1 May 2025. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.

What it affected