Update: Nearby Notifications no longer exists, but the Nearby API can still be used by third-party apps.
We’ve written an FAQ for how to use Nearby Notifications and Eddystone-URL with CliqTags, as a way to simplify beacon deployment.
Eddystone-URL in practice
There’s also an updated higher-level introduction that briefly explains beacons and describes the differences between iBeacon and Eddystone: