Google is making it possible for developers to utilize Deep Linking for their applications now through the use of the Goo.gl URls, which also makes it possible for end users to have a more convenient experience with opening shared links. Developers will have to take advantage of this new capability and to do so they need to have their apps indexed by Google, but once the process is done a Goo.gl link shared for something like Facebook or Twitter would have that link open up through the app if the appropriate app was installed on the device opening the link. So for example, you share a link leading to Facebook with a friend, and as long as they have the Facebook app installed on their device, it opens up in the app instead of the browser.
Once developers apps are indexed, Deep Links are added into Google search results as well, so whenever someone searches for something that brings up a Deep Link search result, if they open the link on smartphone it will open up the corresponding application if it's installed. Opening up on a desktop or laptop would prompt opening the corresponding webpage. Google explains that this not only works for new links to be created in this manner, but it also works for older links as well, giving the system some backwards compatibility.
These smart links are more directly beneficial to developers as it can help to open up appropriate content for users based on their device use, and should the link meant to open apps reach a user who doesn't have that particular app installed, the link adjusts to open up in the browser as needed. All in all this could mean happier users with less frustrating experiences. As stated above though this benefits the users too, as there should no longer be any worry about opening up links through the desired method, instead taking all the hassle out of making sure you open things up in an app as it should happen automatically. Developers who are interested in creating these short links for their content are recommended by Google to "complete the necessary steps" here at the webpage Google has set up for it.