Google test highlighting the content on the site based on the result of the clicked search

Google has confirmed that it is testing a feature that leads the searcher from the search results page on a third-party site, then anchors them to the exact location of the site while highlighting that content. That's what Google did originally on mobile via the AMP cache. It is now tested on desktop and Chrome browsers.

What did he look like. Glenn Gabe was the first to notice this and published many examples on Twitter. Here are some examples:

Researchers can see and click on a featured snippet in the desktop search:

After clicking on it, users are directed to the site and Google moves the view to the selected place of the relevant content:

Glenn provided additional examples right here.

David Bokan, a Google Chromium engineer, confirmed on Twitter that Google is currently testing this feature on about 5% of its users:

Google Search is currently running a test of origin for about 5% of WebAnswers results. It is therefore random to choose whether you join it or not.

You can enable client-side functionality by using chrome: // flags /#activate-text-fragment-anchor

– David (@david_bokan) August 23, 2019

Not just AMP. Previously, this solution was launched in 2018 for AMP mobile pages, but now Google is also trying it for Chrome desktop users. The new feature no longer requires just AMP content.

Why should we care? With this, users can ignore previous ads and / or call actions to directly access the corresponding content. SEOs need to take steps to find out if your site does this in Google Search and possibly replace your ads / calls with actions in a more appropriate location.

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