Google Search Starts Highlighting Results Directly on Webpages

Google has added a new content highlighting feature to its search engine that aims to make it easier to find key information on webpages, reports SearchEngineLand (via The Verge).

google search highlight
The feature works with Google's Featured Snippets, which appear at the top of search results. Clicking a snippet takes the user to the source webpage, but now the browser automatically scrolls down the page to the text that appeared in the snippet and highlights it in yellow.

Google says the feature has been available with AMP pages since December 2018, but this is the first time Google has rolled it out for regular HTML content, too.

Web developers don't need to do anything to get content highlighting working on their sites, as it's all managed at Google's end and happens automatically, although our tests backed up The Verge's claim that, currently, it doesn't always work.


The search shown in the images at the top of our article worked on desktop in Chrome, but not in Safari or Firefox, for example. They didn't work in the mobile versions of these browsers for us at all.

As noted by SearchEngineLand, the feature could have an impact on the ad market, since visitors may be automatically scrolled down past website ads to the highlighted content. In some instances, sites may need to relocate their ads to align with the new Google feature.

Tag: Google

Top Rated Comments

itsmilo Avatar
35 months ago
One more step to world domination by Google. Soon you won’t even have to leave google to do anything on the internet
Score: 9 Votes (Like | Disagree)
biziclop Avatar
35 months ago
It works by appending a special # value to the link containing a text fragment, like a search expression. For example try this in chrome:
https://www.macrumors.com/#:~:text=Archives

Links with details:
[MEDIA=reddit]OutOfTheLoop/comments/f7cdd8[/MEDIA]
https://www.chromestatus.com/feature/4733392803332096
https://github.com/WICG/scroll-to-text-fragment


One more step to world domination by Google. Soon you won’t even have to leave google to do anything on the internet
What do you think what the actual purpose of AMP ('https://en.wikipedia.org/wiki/Accelerated_Mobile_Pages') links is?
Score: 5 Votes (Like | Disagree)
mazz0 Avatar
35 months ago
Wait what!? Isn't it one of the fundamentals of web security that code on one site isn't able to effect another? Is Chrome disable XSS restrictions just for Google?
Score: 5 Votes (Like | Disagree)
szw-mapple fan Avatar
35 months ago

Wait what!? Isn't it one of the fundamentals of web security that code on one site isn't able to effect another? Is Chrome disable XSS restrictions just for Google?
No. It actually just generates a custom url that chrome recognizes. For example, in the example given the actual URL from the search is [ICODE]https://www.macrumors.com/how-to/reset-airpods/#:~:text=Press%20and%20hold%20the%20button,indicating%20the%20%E2%80%8CAirPods%E2%80%8C%20have%20reset.[/ICODE] instead of [ICODE]https://www.macrumors.com/how-to/reset-airpods[/ICODE]. Chrome will then parse the part after [ICODE]#:~:text=[/ICODE] and scroll to that location. It's almost like a shortcut to cmd + F. Nothing too sinister. More details here on Github ('https://github.com/WICG/scroll-to-text-fragment').
Score: 5 Votes (Like | Disagree)
EmotionalSnow Avatar
35 months ago

Are we going to pretend like AMP didn’t make the web faster?
The only thing it did for me was annoy me.
Score: 4 Votes (Like | Disagree)
velocityg4 Avatar
35 months ago
If they want useful features. They need a reference search mode. Where it only searches online forums, technical support articles, professional reviews, &c. It's really annoying trying to find information on a problem or technical info. Only to be presented with shopping results, company product pages, &c. Which have nothing to do with the search.

The closest they have is Google Scholar. But that is more for scientific papers than run of the mill help and how to.
Score: 3 Votes (Like | Disagree)

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