1. A mobile device comprising: at least one processor; a mapping table identifying entity-action pairs, the action in an entity-action pair representing a deep link into a mobile application, wherein at least some entity-action pairs in the mapping table have a topicality score and a ranking that satisfies a threshold, the ranking being based on the topicality score for the entity-action pair and attributes of the mobile application in an application store; and memory storing instructions that, when executed by the at least one processor, cause the mobile device to: identify, in response to a user request, a plurality of entities at least one entity in content generated by a first mobile application, identify, using the mapping table, a plurality of entity-action pairs in the mapping table for the at least one entity, select an action from the plurality of entity-action pairs based in part on the respective topicality scores and the rankings that satisfy the threshold, the action representing a deep link into a second mobile application, and provide a control that allows the user to initiate the action for the entity.