According to SearchEngineLand, Google is trying to make it easier to find the information you’re looking for on an external website by highlighting the parts in yellow. The feature works with Google’s Feature Snippets – a separate information box appears at the top of search results to try to give visitors answers without visiting a site other than Google.
Clicking on the clip takes the user to the page where the information is extracted, and the text of the clip is highlighted in yellow, and the browser automatically scrolls down to the desired part. You can see the actual effect from the screenshot below:
According to Google’s Danny Sullivan, the company has been polishing the feature for some time. The feature was introduced for the AMP page as early as 2018 and began testing it on the HTML page last year. But since last week, Google has been intermittently using the feature on its HTML page, and today’s launch of the new feature was confirmed through a tweet from Google’s official search account.
This feature is now available in most supported browsers, but not always works every time you visit. We can see this in the desktop version of Chrome and mobile Safari, but clicking on the same area in the desktop version of the Edge or Safari browser doesn’t show yellow text. A Google support page notes that the feature may be limited by features supported by individual browsers.
In most cases, this seems like a common-sense approach that allows users to find what they’re searching for faster, even if the yellow highlight may conflict with the design of the site. However, SearchEngineLand points out that this could have an impact on the advertising market, as visitors to the site may automatically scroll behind the ads so that they do not see them. So given Google’s latest features, the site may need to change the location of your ads.