Deep linking continues to gain importance, as mobile takes over our time…  time that’s increasingly happening in-app. Following our analyst brief on deep linking, we took a deeper dive at BIA/Kelsey NEXT (video below).

Google is at the center of all of this, as it that stands to lose the most from the shift to apps. Given its position at the front door of browser-based experiences, an app-centric world isn’t exactly ideal.

But rather than beat this trend, it’s joining it in interesting ways, such as app indexing and Google Now. Elsewhere in deep linking, we have companies like Button that facilitate interoperability between disparate apps.

We had both Google and Button on stage to talk about what they’re doing in this rapidly evolving environment, along with local industry veteran Paul Ryan. We had a lively discussion with lots of tactics and takeaways.

Check it out below.

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This session was built from BIA/Kelsey’s recent insight paper on the Next Era of Search.  Clients can log in to download the report, and others can read more and purchase the full report in the BIA/Kelsey eStore.