Google is preempting some work that other search engines are trying to get at which is providing the answers right in the search result as opposed to having to click on the link. For example, if you search for a celebrities birth date the search result may now show the birth date with reference links as opposed to just the search results.

This is another way for large information heavy sites to get a few extra click throughs. This isn’t completely new, for years google has had definitions in the search results.

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