Google is experimenting with a new verification feature in search that will make it easier for users to avoid clicking on fake or dangerous website links. Some people are seeing blue verified checkmarks next to business links in Google search results that indicate that the company — like Meta or Apple— is genuine and not some copycat trying to cash in on a recognizable brand.
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“We regularly experiment with features that help shoppers identify trusted businesses online , and we’re currently running a small experiment that displays checkmarks next to certain businesses in Google search,” Google public affairs spokesperson Molly Shaheen.
So far, checkmarks have been spotted next to links to official websites like Microsoft, Meta, Epic Games, Apple, Amazon, and HP, but they're not appearing on all Google accounts — meaning this experiment isn't rolling out widely yet.
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If you hover over a checkmark, a message will appear explaining “ Google checkmarks indicate this business is who it says it is ,” which is determined by things like website verification, Merchant Center data , and manual reviews according to Shaheen.
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The new experiment in search appears to be an extension of Brand Indicators for Message Identification (BIMI) , which is used to display checkmarks on Gmail and mobile apps next to senders who have adopted the verification platform. Google has yet to officially announce the checkmarks or say when (or if) more users can expect to see the feature.
Source: theverge
