Search engines now highlights search results directly on websites

Google is attempting to make it easier to find the information you’re looking for on external websites simply by highlighting relevant sections in yellow-colored, SearchEngineLand reports. The functionality works with Google’s Showcased Snippets — the standalone containers that appear at the top of search engine results that attempt to give you answers without needing to visit a website beyond Google.

Clicking the snippet still goes to the webpage that it pulled the info from, but now the text from the little will be highlighted in yellow, as well as the browser will automatically scroll right down to the section in question. You can see exactly how it looks in practice in the screenshots below.

The functionality works on Google’s Featured Thoughts, shown here at the top of the search engine results.
Screenshot: Google

Clicking on the snippet takes you towards the same webpage as before, however the relevant text is highlighted within yellow, and the page may scroll down automatically to bring it straight into view.
Screenshot: The Verge

According to Google’s Danny Sullivan, the company has been working on the functionality for some time. It rolled it out for AMPLIFIER pages in 2018, and began testing the functionality on HTML webpages last year. As of last week however, Search engines is now regularly using the feature upon HTML pages. The rollout had been confirmed via a tweet from Google’s official Search account.

Although SearchEngineLand reports that the feature has become live on most featured snippets plus browsers, in our experience we discovered that the feature doesn’t always function. We were able to get it working in Stainless upon desktop and Safari on mobile, but clicking on the same thoughts in Edge or Safari upon desktop didn’t show the yellow-colored text. A Google support page notes the functionality may be limited based on exactly what individual browsers support.

For the most part, this seems like a typical sense way to get users towards the content they’ve searched for more quickly, set up yellow highlighting might clash using the design of the site. However, SearchEngineLand information that this could have an impact on the advertisement market, since a website’s guests may be automatically scrolled down previous its ads to the relevant articles. The publication notes that websites may need to change the location of their advertisements in light of Google’s latest function.

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