diff --git a/app/utils/results.py b/app/utils/results.py
index 8141074..e38993f 100644
--- a/app/utils/results.py
+++ b/app/utils/results.py
@@ -2,6 +2,7 @@ from bs4 import BeautifulSoup
 import os
 import urllib.parse as urlparse
 from urllib.parse import parse_qs
+import re
 
 
 SKIP_ARGS = ['ref_src', 'utm']
@@ -34,6 +35,44 @@ SITE_ALTS = {
 }
 
 
+def bold_search_terms(response: str, query: str) -> BeautifulSoup:
+    """Wraps all search terms in bold tags (<b>). If any terms are wrapped
+    in quotes, only that exact phrase will be made bold.
+
+    Args:
+        response: The initial response body for the query
+        query: The original search query
+
+    Returns:
+        BeautifulSoup: modified soup object with bold items
+    """
+    response = BeautifulSoup(response, 'html.parser')
+
+    def replace_any_case(element: NavigableString, target_word: str) -> None:
+        # Replace all instances of the word, but maintaining the same case in
+        # the replacement
+        element.replace_with(
+            element.replace(
+                target_word.lower(), f'<b>{target_word.lower()}</b>'
+            ).replace(
+                target_word.capitalize(), f'<b>{target_word.capitalize()}</b>'
+            ).replace(
+                target_word.title(), f'<b>{target_word.title()}</b>'
+            ).replace(
+                target_word.upper(), f'<b>{target_word.upper()}</b>'
+            )
+        )
+
+    # Split all words out of query, grouping the ones wrapped in quotes
+    for word in re.split(r'\s+(?=[^"]*(?:"[^"]*"[^"]*)*$)', query):
+        word = re.sub(r'[^A-Za-z0-9 ]+', '', word)
+        target = response.find_all(
+            text=re.compile(r'' + re.escape(word), re.I))
+        for nav_str in target:
+            replace_any_case(nav_str, word)
+
+    return response
+  
 def has_ad_content(element: str) -> bool:
     """Inspects an HTML element for ad related content