Etsy Inc (NASDAQ:ETSY) Successfully Harnessed The Potential Of ‘Deep Linking’ That Has Been Pushed By Google And Facebook For Long
Implementation of deep linking is working out for Etsy Inc (NASDAQ:ETSY). The company has witnessed an increase in traffic to its site since it decided to index its app with Google Inc (NASDAQ:GOOGL). For a very long time, both Google and Facebook Inc (NASDAQ:FB) have been persuading developers to index their apps, but little has been achieved on that front.
Deep linking is a process where apps are integrated into search engines. So far, just a few thousand apps out of millions of apps that exist have been linked for search engine trawling. After implementing deep linking of its app on Apple Inc. (NASDAQ:AAPL)’s iOS search results, Etsy is already see the benefits. The company, which operates a craft goods marketplace, is seeing a boost in its Internet traffic thanks to deep linking of its app.
Etsy’s move to link its app to search engines impressed investors, leading to rare spike in its stock price.
What’s keeping developers away?
The reason developers have apparently shied away from deep linking is that the process is time consuming despite its benefits. It reportedly takes about 5% of time of writing an app to do deep linking.
The other reason developers are giving deep linking a wide berth is that they want to keep some numbers for themselves.
However, given the benefits that Etsy Inc (NASDAQ:ETSY) is already seeing, there is no doubt more developers would be excited to implement deep linking. Additionally, it is increasing becoming apparent that deep linking is something that developers won’t be able to avoid if they want to stay relevant.
Countering Amazon with deep linking
For Etsy, deep linking has come in handy. The company has been pressured since Amazon.com, Inc. (NASDAQ:AMZN) launched Amazon Handmade, a marketplace for handcrafts, which competes with Etsy.
The spike in Etsy Inc (NASDAQ:ETSY)’s traffic should enable Google and Facebook to prod more developers to rethink their stance on deep linking.
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