Google Testing New Feature to Verify Legitimate Businesses
Google is experimenting with a new feature in its search results designed to help users easily identify authentic businesses. The feature introduces a blue verification checkmark next to certain business links, signaling that the company is legitimate.
Some users have noticed this checkmark next to the names of major companies like Microsoft and Apple, marking them as genuine and not counterfeit. This feature is currently in a limited testing phase, so it is not yet available to everyone.
Molly Shaheen, a spokesperson for Google, confirmed the test, 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.”
The checkmarks have appeared next to official websites for big names like Meta, Amazon, and HP, but the feature is still not widely accessible. Interestingly, the checkmarks disappear when users switch to different Google accounts, highlighting the limited nature of the rollout.
When users hover over the checkmark, a message explains that “Google’s signals suggest that this business is the business that it says it is.” These signals are based on a combination of factors such as website verification, Merchant Center data, and manual reviews, according to Shaheen.
This new search feature appears to build on Google’s Brand Indicators for Message Identification (BIMI), a system that uses checkmarks in Gmail to verify email senders. Despite its presence in some searches, Google has yet to officially announce the feature or provide details on when it will be more broadly available.
In summary, Google’s latest feature could potentially offer a more secure and reliable online shopping experience, ensuring users can easily identify authentic businesses through verified checkmarks in search results.
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