Google Testing Verified Checkmarks: Enhancing Trust in Search Results

Google Testing Verified Checkmarks

Google is currently testing a new verification feature designed to help users avoid fraudulent or counterfeit website links. The feature, still in its experimental phase, displays blue verified checkmarks next to business links in Google search results. This indicates that the company is legitimate and not an imitation trying to exploit a well-known brand's recognition.

Focus on User Trust

The new verification feature is part of Google's ongoing efforts to help users identify reliable businesses online. 'We regularly experiment with features that help shoppers identify trustworthy businesses online,' said Molly Shaheen, a spokesperson for Google's public affairs. The checkmarks have been spotted next to official site links for several major firms including Microsoft, Meta, Epic Games, Apple, Amazon, and HP.

How the Feature Works

• The checkmarks are not consistent across all Google accounts, indicating that the feature is not yet widely available.
• A user hovering over a checkmark will see a message stating that Google's signals suggest that this business is what it claims to be.
• This verification process involves website verification, Merchant Center data, and manual reviews.
• The search checkmarks appear to be an extension of Google's Brand Indicators for Message Identification (BIMI) feature.

However, Google has not officially announced the introduction of these search checkmarks or provided a timeline for when more users can expect to see this new feature.