Make Apps Stand Out in Search with App Linking

"To power this more efficient use model, Bing is expanding its Actions Intelligence to Bing and Bing-powered search (including Cortana) and building up a massive index of apps and app actions. And we are making it easy for you to participate in this new model, as you can use standardized markup on your website to help establish the link between your content and your app, as well as between your content entities and the actions your apps can perform on them.

To do this, Bing is leveraging two open standards and we want you to get ready to use them early on..."? Make Apps Stand Out in Search with App Linking | Webmaster Blog