Google has recently begun experimenting with a new feature that introduces verified checkmarks in search results. The idea is simple: these blue ticks, appearing beside a business link, are meant to make it easier for users to tell which businesses are legitimate and which aren’t. Like so many other moves by the company, it’s part of Google’s continuous efforts to win user trust and security in its search platform.
The verified checkmarks in search are currently visible to a limited number of users and are being displayed on a select group of businesses. Tech giants like Meta, Apple, Amazon and Microsoft have all been spotted with the blue tick, although exceptions can obviously be made.
How the Verification Process Works
On a verified checkmark in search, if a user hovers over that, a message comes up saying, ‘Google signals have indicated this business is the business that it claims to be.’ Then, to verify this, it is either website verification, Merchant Center data, and manual Google reviews.
The verified checkmarks in search experiment appears to be an extension of Google’s existing Brand Indicators for Message Identification (BIMI) feature. Gmail already uses BIMI to add checkmarks next to verified senders in its web and mobile apps, and this adds another layer of trust and security for users.
Limited Rollout and Future Plans
As of now, the verified checkmarks in search feature is not being widely rolled out. Only a tiny group of users can see the experiment, and checkmarks vanish once a user logs into a different Google account. Which suggests the company isn’t ready for prime time yet, taking time to gather data and feedback before maybe launching the feature to more people.
Google has not officially announced the verified checkmarks in search experiment or provided a timeline for when more users can expect to see the feature. Yet, in a statement, company spokeswoman Molly Shaheen confirmed that they are indeed running a small experiment to assist shoppers in working out which online businesses they can trust.
Combating Fraudulent Websites and Improving User Experience
The introduction of verified checkmarks in search results is a significant step towards helping users avoid falling victim to fraudulent websites and online scams. By giving users a visual cue that suggests it’s a real business, Google hopes to help them see which businesses are the least likely to be click fraud, and click on links they should as a result.
For users who approach the web with less capability, or those who are more prone to falling for web scams, this feature would be especially helpful. By seeing the verified checkmarks in search results, these users can quickly identify genuine businesses and avoid potentially harmful or misleading websites.
The Importance of Trust in Online Interactions
As our world continues to become increasingly digital, you can’t take security for granted and trust is a big part of it. Users must feel at peace knowing that the websites visited, the companies we interact with, are authentic and honest. Google‘s implementation of verified checkmarks in search results is a clear indication of the company’s commitment to fostering a safer and more secure online environment.
As the experiment progresses and more data is collected, it will be interesting to see how users respond to the verified checkmarks in search and whether the feature will be rolled out more widely in the future. If they’re successful, it could become something of a new industry standard for search engines and online platforms and force them to implement similar measures to give users trust and security.
