Maybe this has been discussed before and I missed it, but...
goolge will bold what it considers synonyms of the search term(s)in the titles and snippets in the serps.
For example, If I search for "dresses", often the word "gowns" is in bold text. (note: This is an example - I haven't actually tried the search wtih dreses and gowns as keywords).
But not for EVERY result.
For some sites, the synonym is bold, but for other sites, the synonym isn't bold - even when it seems clear that the synonym has the same meaning when used on all sites.
I've seen an example where 8 of the 10 sites on the first page did NOT have the synonym in bold text, while two did.
And it seemed consistent; if the title of a site had the synonym bolded, then the snippet would have the synonym bolded, too. And vice versa.
Did I just miss this all along? Or is this something new?