Google Testing Verified Checkmarks in Search Results

In a move designed to protect users from fraudulent or fake websites, Google is testing a new verification feature in its search engine, offering a blue verified checkmark next to certain business links. This new experiment, spotted by some users, is part of Google's ongoing efforts to make the internet a safer place for shoppers and users alike.

A New Layer of Trust in Search Results

Google’s verification feature resembles the familiar blue ticks seen on platforms like Twitter (X) and Instagram, but in this case, it serves a very different purpose. The blue tick in search results appears next to verified businesses, confirming that the listed company is genuine and not an impersonator aiming to mislead consumers. This could be a major benefit for users trying to avoid phishing sites or counterfeit businesses.

Google confirmed the experiment, with spokesperson Molly Shaheen stating, “We regularly experiment with features that help shoppers identify trustworthy businesses online, and we are currently running a small experiment showing checkmarks next to certain businesses on Google.”

What’s Behind the Blue Checkmark?

The blue checkmark is not just a cosmetic addition. According to Google, the verification is based on a series of robust checks, such as website verification, Merchant Center data, and manual reviews. When users hover over the checkmark, a pop-up message appears, explaining that Google’s signals suggest the business is legitimate. These signals provide confidence to users that they are interacting with a trustworthy brand, helping to reduce the risks associated with fraudulent websites.

My colleague Jay Peters discovered these checkmarks next to high-profile companies like Microsoft, Meta, Epic Games, Apple, Amazon, and HP. However, it’s important to note that this feature is still in the testing phase. When Peters logged into a different Google account, the checkmarks disappeared, indicating that the experiment is currently available to a limited set of users.

Potential Impact on Online Shopping

If the blue checkmark experiment proves successful, it could become a valuable tool for online shoppers, especially those looking for official sites of popular brands. In the world of e-commerce, fraudulent websites and phishing attacks have become increasingly sophisticated, making it harder for users to distinguish between legitimate businesses and scammers. By offering a quick visual cue like a blue checkmark, Google is providing an additional layer of security and trustworthiness in its search results.

This move also aligns with Google’s earlier implementation of Brand Indicators for Message Identification (BIMI), which adds checkmarks next to verified email senders in Gmail. The BIMI feature helped users avoid phishing emails by clearly showing which senders had undergone verification, and now the same principle is being applied to search results.

When Can You Expect to See It?

As of now, Google has not officially announced a wide rollout for this feature. It remains unclear if or when it will be available to more users globally. Since the current test is only visible to a small group, it could take some time before we see the checkmarks fully integrated into search results.

However, the introduction of this feature marks a significant step forward in the ongoing battle against online fraud. It shows that Google is committed to improving user safety while browsing, and the verified checkmarks could become an essential part of how we interact with search results in the future.

Conclusion: A New Era of Safe Searching

Google’s experiment with verified checkmarks in search results is another step toward making the internet a more secure place for users. With phishing scams and counterfeit sites on the rise, this feature has the potential to drastically reduce user exposure to fraudulent businesses.

While it’s still in the testing phase, the blue checkmark could soon be the new standard for identifying authentic businesses in Google’s search results, making it easier than ever for users to navigate the online landscape with confidence.