Google Experiments with Verified Checkmarks in Search Results
Some users are noticing a blue checkmark next to businesses that Google deems authentic
Google is testing a new verification feature in search designed to help users avoid clicking on fake or fraudulent website links. Some users have reported seeing blue verified checkmarks next to business links in search results, indicating that the company — like Meta or Apple — is legitimate, not a copycat trying to exploit a well-known brand.
"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," said Google public affairs spokesperson Molly Shaheen in a statement to The Verge.
Jay Peters, a colleague at The Verge, noticed these checkmarks next to official site links for companies like Microsoft, Meta, Epic Games, Apple, Amazon, and HP. However, when he logged into a different Google account, the checkmarks were no longer visible, suggesting the experiment is still in a limited rollout.
Hovering over a checkmark reveals a message explaining that "Google's signals suggest that this business is the business that it says it is," which is determined by factors like website verification, Merchant Center data, and manual reviews, according to Shaheen.
The new search experiment appears to build on Google’s Brand Indicators for Message Identification (BIMI) feature, which adds checkmarks next to verified senders in Gmail’s web and mobile apps. While Google has yet to officially announce the search checkmarks, there’s no word on when—or if—this feature will be more widely available to users.
