Google Search results getting verified blue ticks, starting with businesses

Google Search results appear to be showing a blue tick for a few “verified” links. If done right, the new verification feature could help in avoiding phishing or fraudulent websites.

Some Google Search users see results having verified checkmarks

Google Search is by far the most used search engine. It serves billions of search results every day. Hence, it is one of the most preferred platforms for inserting authentic-looking websites with nefarious intent.

Google routinely tests multiple features, including techniques to address the growing menace of phishing websites. The company even tried to promote genuine web links for verified brands.

Google has now begun amending some Google Search results with a blue tick that implies it is a “verified” link. The search giant is reportedly experimenting with a new verification feature in search results. Google public affairs spokesperson Molly Shaheen has confirmed the company is testing the new feature.

“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 does the blue tick denote in Google Search?

Some users are starting to see a blue verification checkmark next to business links in their Google Search results. Specifically speaking, the blue tick is visible alongside weblinks of official sites for Microsoft, Meta, Epic Games, Apple, Amazon, and HP.

It is important to note that Google has just started testing the new feature to denote a verified weblink. Moreover, the company has limited the test to a few businesses. Interestingly, switching a Google account reportedly causes the blue tick to disappear, which further confirms the feature is in its early stages of testing.

Hovering over the blue tick reveals a box with a message that reads, “Google’s signals suggest that this business is the business that it says it is. Google can’t guarantee the reliability of this business or its products.”

It is not immediately clear, but Google could be referring to common markers for authenticity such as website verification, Merchant Center data, and manual reviews. These checkmarks may also be an extension of the Brand Indicators for Message Identification (BIMI). Google has been using these markers in Gmail for popular and well-established brands.

Since the feature is being tested, it would be difficult to comment on its effectiveness. However, Google could easily ruin the search experience if it just started handing out the blue tick of verification to anyone willing to pay the company.