Google is experimenting with a new verification feature in search to help users avoid clicking on fake or fraudulent web links. According to The Verge, some users have started noticing blue verification checkmarks next to website links in search results. These checkmarks indicate that the website belongs to a genuine company like Meta or Apple, and not a copycat trying to profit from a recognizable brand.
Google’s Verification Experiment
“We regularly experiment with features that help consumers identify trustworthy companies online. We’re currently running a small experiment showing checkmarks next to certain organizations in Google search,” said Google PR spokesperson Molly Shaheen in an interview with The Verge.
Currently, the blue verification checkmarks can be seen next to companies like Microsoft, Meta, Epic Games, Apple, Amazon, and HP. However, this feature is not visible to all users, which suggests that the experiment is being tested on a limited basis. Google has not confirmed when or if this feature will be widely rolled out, but we’ll keep you updated on any changes.
How the Checkmarks Work
Hovering over the verification checkmark shows a message that confirms the website is a genuine resource of the mentioned brand, not a scammer’s site. According to a Google spokesperson, links are verified using both automatic and manual checks, along with data from the Merchant Center platform.
The new feature seems to be an extension of the Brand Indicators for Message Identification (BIMI) feature, which was previously introduced in Gmail, adds NIX Solutions. BIMI allows Google’s email service to display a blue verification checkmark next to the sender’s name for verified email identities. Although Google has not officially announced any plans to integrate these checkmarks into search results, the company is clearly exploring ways to improve user trust in search results.
We’ll keep you updated on further developments as Google continues testing this feature.