According to studies, only 16% of people actually read the content on a web page word-by-word. What about the rest? They scan pages, looking for highlighted keywords, subheadings, bulleted lists, and short paragraphs.^[1]

To aid this process, highlighting matching keywords in search results is highly effective. It helps users quickly identify whether the results contain the information they're looking for. It also makes the page look more scannable and reduces the time and effort users need to find what they seek.