Google Previews highlighting Promotions?

[klars524]

I came across this today when doing a Google search - a site that has a small promo code listed on their page shows a preview with that promo highlighted...I dug around their code a little bit, but couldn't find if it was something they were doing to manipulate their preview in the search results.

Is Google automatically highlighting promotions in previews, or did getmarried.com/magazine/ somehow manipulate the page to make their promo highlighted?  And if so, how?

You can see the site at http://www.getmarried.com/magazine/ and you can see the preview with the promo highlighted attached.

ZDY52.png

[BlastAM]

It could be a little bit of both. From my research it looks like Google is highlighting parts of the page based on the keywords that were searched.  For example, you search for "getmarried.com" so Google delivered up a page snippet to highlight that included "getmarried.com" in the text (they even bolded it for you).

If a website owner/developer/SEO knew what kind of keywords people are searching for on the site they could place those keywords near text that talks about the promotion.  It won't always be perfect and would vary greatly on what is searched, but it could be manipulated to a degree.

[klars524]

Thanks Kayden, that's it - I tried a different search term that also brought up that page as a result and that area was no longer highlighted. 

[BlastAM]

No problem Kim, glad to help.