Google Tests Verified Checkmarks in Search Results for Authenticity

Google's New Verification Feature in Search Results

Google is continuously working to enhance user experience and ensure that individuals can easily identify genuine businesses online. Recently, the search giant has initiated a new verification feature designed to help users avoid fraudulent website links. This feature is currently being tested in a limited capacity, showcasing blue verified checkmarks next to specific business links in Google search results.

What Are the Verified Checkmarks?

Users may notice blue verified checkmarks beside familiar business names, such as Meta and Apple. These checkmarks serve as indicators that the linked websites belong to the actual businesses, distinguishing them from potentially deceptive copies or imitations. "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," explained Google public affairs spokesperson Molly Shaheen.

Observations from the Experiment

During the testing phase, specific users have observed these verified checkmarks next to official site links for major companies including Microsoft, Meta, Epic Games, Apple, Amazon, and HP. However, the feature isn't universally available, as the checkmarks vanished once some users logged into different Google accounts.

How Does Google Determine Verification?

When users hover over the checkmark, a message appears stating that "Google’s signals suggest that this business is the business that it says it is." This verification process is based on various factors, including:

• Website verification
• Merchant Center data
• Manual reviews by Google

Relation to BIMI Feature

This new search experiment appears to be an extension of Google's existing Brand Indicators for Message Identification (BIMI) feature. The BIMI protocol is currently utilized in Google’s Gmail services, where verified checkmarks appear next to the names of senders who are part of the verification platform. While the new search feature is still in a testing phase, Google has not made any formal announcements regarding its rollout or availability to a wider audience.

Looking Ahead

As Google continues to refine its algorithms and verification processes, users can hope for a safer online shopping experience, reducing the risk of encountering fraudulent businesses. Stay tuned for updates regarding this experiment and potential full-scale implementation.

Conclusion

The introduction of verified checkmarks could significantly impact how users interact with search results on Google, promoting trust and authenticity. For ongoing updates and information about other features related to Google search, you can explore resources from Google Webmasters Blog and The Verge.