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Google to Use “Answer Highlighting” in Search Results

Google recently announced an improved approach to help searchers locate the answers they are looking for.  Through its “answer highlighting,” Google will help people searching online get to their information quicker by bolding text that most likely contains the answer to the question posed in the search query. 

According to a blog posted on Google’s site, Understanding the Web to Make Search More Relevant,  “the feature is meant for searches with factual answers.”  The Google blog went on to mention that, “if the pages returned for these queries contain a simple answer, the search snippet will more often include the relevant text and bold it for easy reference.”

This new feature is based on the technology of Google Squared, which was unveiled last year.  Google Squared was Google’s approach to improving search results.

Answer highlighting is designed for only certain types of searches.  It is intended to answer a specific question that can be explained simply.  The blog post on Google gave an example of a question that would not fall into the parameters of answer highlighting, which was “history of France.”  This type of question is too broad and would require a lengthy answer.

Now it is more important than ever to have relevant content on your website that answers your prospects’ questions.  This information will help you get found in search engine results and will show your potential clients that you have the answers they are looking for.

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