I noticed something interesting in my daily search engine travels.
Try a search on Google for ACM.
The first result shows the Association for Computing Machinery (one of my favorite organizations). What is fascinating is that it is highlighted in bold! Cool! Google recognized ACM as an abbreviation. Especially interesting since more and more users are looking at query highlighting as a measurement of relevance.
I tried this search on Yahoo, MSN, and Ask Jeeves. No other search engine is this sophisticated in its search result display technology. Does this help the user experience on Google by making them feel the results are more relevant? So, that leaves me asking... how much effort it would it take to pull this off and why haven't the others caught on?