A deep link is a hyperlink that does not call up the homepage of a website, but instead refers directly to a subpage or specific content - for example a product, a blog post or a video.
The difference to the so-called surface link is that it only points to the homepage of a website. Deep links therefore take the user directly "deeper" into the page structure.

The most important facts about the deeplink in brief:

A deep link refers directly to a subpage or specific content, not just to the homepage
Improves user experience - fewer clicks, faster to the destination
Strengthens SEO: search engines index subpages more specifically, rankings improve
Increases traffic & conversion, as users are taken directly to relevant content or products
Is also used in apps (standard, deferred & universal app links)
Risks: 404 errors with outdated links, over-optimisation due to too much keyword anchor text
Legally permitted as long as no access restrictions or copyrights are violated

Why are deep links important for users and companies?

Deep links offer direct added value for visitors to a website: they save time as there is no need to navigate through several menu items. One click leads immediately to the desired content - this increases the user experience.
Deeplinks are also very important for companies: they enable targeted control of the user flow. Whether in newsletters, social media or advertising campaigns - deep links ensure that interested parties reach the relevant offers without detours.

What are the advantages of deep links?

Deep links lead visitors directly to the desired content without detours. Fewer clicks - more satisfaction.

Direct links to product or offer pages shorten the purchase process and increase the completion rate.

In mobile apps, deep links make it possible to jump to specific content - from the product to the function.

Deep links distribute the link juice in a targeted manner and strengthen the visibility of the entire website.

Search engines recognise the relevance of individual subpages. This is how deep links improve rankings, especially for long-tail keywords.

Deep links are generally permitted in Germany and the EU as long as no protective measures are circumvented.

How do deep links increase traffic and conversion?

A classic example: instead of sending users from an advert to the homepage of an online shop, a deep link leads directly to the desired product detail page. This shortens the path to purchase and significantly increases the conversion rate.
Deeplinks also have an effect on information offers: those who are taken directly to the appropriate topic page are more satisfied and stay longer. This not only increases visibility in search engines, but also the likelihood of interaction.

How are deep links used in apps?

Deep links are not only relevant on websites, but are also widely used in mobile apps. There they refer directly to a specific view or function within the app - for example to a product page in a shopping app or a specific location in a map app.
There are different variants:

Standard deeplinks: only work if the app is already installed.
Deferred deeplinks: take the user directly to the desired location once the app has been installed.
Universal or app links: cross-platform standards (e.g. iOS/Android) that make the user experience consistent.

What types of deep links are there?

Internal deep links refer within the same domain, for example from a blog post to a suitable subpage.

External deep links originate from a different domain and lead directly to a subpage - often as part of backlinks.

How do you use deep links strategically and safely?

Deep links should be used specifically to strengthen important subpages. A healthy mix of home page links and deep links ensures a natural link profile.

Outdated deep links often lead to 404 errors. This can be remedied by 301 redirects. Over-optimisation through too many exact keyword anchor texts should also be avoided.

Target pages must be indexable, quickly accessible and user-friendly. In the app area in particular, it is important to integrate tracking and UTM parameters in order to measure effectiveness.

Are deep links legally permitted?

The legal situation regarding deep links is clear: they are generally permitted.

The German Federal Court of Justice (BGH ) ruled in 2003 in the so-called "Paperboy" judgement that deep links are not anti-competitive.
In 2014, the European Court of Justice (ECJ ) confirmed in the "Svensson" case that links are also permitted if they bypass the homepage - as long as no technical protection measures or copyrights are violated.

This means that anyone who sets deep links is operating within a legally safe framework as long as no access restrictions or rights are violated.

Conclusion: Why is the use of deep links worthwhile?

Deep links are more than just a technical detail - they are a strategic tool in online marketing. They improve user-friendliness, strengthen the SEO profile and increase conversion. When used correctly, they help to make content optimally visible and lead users directly to the relevant places.
Those who rely on up-to-date, well-maintained and legally compliant deep links will benefit from better performance of their website or app in the long term.

What are the most frequently asked questions about the deeplink?

What is the difference between a deep link and a normal link?

A normal link (surface link) refers to the home page of a website. A deep link, on the other hand, leads directly to a subpage or specific content.

Are deep links detrimental to SEO?

No, on the contrary: deep links can improve the ranking of subpages because they draw search engines' attention to their relevance. They only become harmful when over-optimized—for example, by using too many unnatural anchor texts.

Are deep links legally permitted?

Yes. According to rulings by the German Federal Court of Justice (“Paperboy,” 2003) and the European Court of Justice (“Svensson,” 2014), deep links are generally permissible as long as no access restrictions or copyrights are violated.

What types of deep links are there?

A basic distinction is made between internal deep links (within the same website) and external deep links (from other websites). In apps, there are also standard, deferred, and universal deep links.

How do deep links differ from backlinks?

A backlink is an external link from another website. A deep link can be either an internal or external link—the key thing is that it points directly to a subpage.

What are the benefits of deep links?

Deeplinks improve the user experience, strengthen SEO rankings, increase traffic and conversion, and are also an important factor for targeted navigation in apps.