A dynamic highlighting system initially applies a high-level highlight to occurrences of one or more keywords in a search result that fades to a low-level highlight effect. The system receives search results from a search engine and identifies occurrences of keywords in the search results. The system applies a first highlight effect to identified occurrences of the keywords and displays the search results incorporating the highlighted keywords. Upon detecting the occurrence of a highlighting change event, such as the expiration of a timer, the system applies a second highlight effect to the displayed search results. The second highlight effect may include removing the highlight or displaying a muted highlight effect. Thus, the dynamic highlighting system provides an initial noticeable highlight that fades to a level that is still noticeable but is less likely to distract the user from other elements of the user interface.