I covered this news at Search Engine Land last week, but now it is making its way to the SEO community.

Bing is beginning to build their index of native app content for iOS, Android and even their own Windows 10 apps, for search and discoverability purposes.

Bing said:

As you know, Google has actually done a lot of this but just for Android. Google does not yet support iOS or Windows 10. I suspect Google is already experimenting with indexing iOS app content. Bing tells us they are doing this now, but while Google is showing App content in mobile search, Bing has not yet done so.

Bing launched a tool named Applinks Markup Tester to help you with the markup. They also said you can use applinks.org to build your native markup for both iOS and Android – which is not how Google works exactly.

In any event, if you are building apps, you likely want to explore app indexing.

Forum discussion at WebmasterWorld.