Google is highlighting relevant search results directly on webpages to improve user experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 04, 2020, 4:07 PM UTC

The feature had been available on AMP pages since December 2018.

Google’s new search functionality, which works in tandem with featured snippets, will automatically highlight the search results directly on the webpages. After clicking on a snippet, the user will be taken to the original webpage with page scrolling to relevant text while being highlighted in yellow.

While this will make the user journey smoother, the automatic scrolling will mean some publishers will have to revisit their ad placements.  They might be required to explore how they can place ads without the user potentially bypassing them.

The search engine said it had been working on this functionality for a while now and had started testing it on HTML pages last year. For now, the feature seems to be limited to specific browsers like Chrome on desktop and Safari on mobile.

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