Google UK comes up with noble cause offering a link-up with Samaritans, displaying the charity's helpline number in response to UK search queries relating to suicide.
Samaritans in the UK offer confidential support by phone 24 hours a day, seven days a week on 08457 90 90 90.
This link up appears when web users enters the word "suicide" or the phrase "commit suicide" will now be shown a red telephone icon at the top of the list of results.
The service, which is designed to be more prominent than advertisements, was first introduced in the US in April.
A spokeswoman for Google said the system had been extensively tested in the US.
More terms were likely to be added as the service matured over time, she added.
Samaritans welcomed Google's move, calling the new feature a "positive step".
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