For the last few years Google has analyzed highlighting articles onto a web page based on clicking a featured snippet in the Google search results. This was tested both on desktop and mobile.
This operates on featured snippets and on most web browsers and is now live.
The affirmation. Danny Sullivan from Google stated on Twitter this attribute went live a week after years of testing. Danny said”we’ve done this routinely with AMP pages because December 2018. As mentioned, we tested with HTML pages this past year. We do it frequently HTML pages, since last week”
How it works. Run a search on Google on desktop or mobile, and if you find a featured snippet, click on it. Google may anchor you down highlight the text on that web page which you saw from the snippet after you click on it.
Here’s an example search using a snippet:
Google highlights text on the web page that was displayed in the snippet that is featured above, when you click it:
More details. Danny Sullivan of Google connected to the help record that says”clicking on a featured snippet takes the consumer straight into the featured snippet text on the origin web page. This happens. There’s no markup needed by webmasters to allow a snippet. If a browser can’t handle the underlying technology needed, or when our systems can’t confidently determine precisely where within a page to lead a click, clicking on a featured snippet is going to take a user to the top of the source page.”
With this, past call or ads to actions can skip down to jump to the content. SEOs should take measures to track if your website is currently doing this in Google search, and possibly replace your ads/call to actions at a more suitable location.