You have probably seen the common goo.gl short URLs on your favourite social networks and a couple of websites. These short links from Google have undergone a specific upgrade and they no longer require you to first open a browser and then redirect to a particular application of your choice.
Starting Today the Google short URLs are deep linked to automatically open a particular section of an application if the link is opened using an Android or iOS devices. For example directions on Google Maps can be directly opened once they are shared using a goo.gl short url.
This change affects both new and old goo.gl shortcuts, so long as the website or app developer took steps to set up App Indexing for Android and iOS.
Google published a blog that clearly explains who to integrate the deep links into a website or App using its URL shortener API.