Google introduces blue ticks on the search engine

Google is conducting an experiment to improve the reliability of search results by introducing a verification system for business websites. Some users have noticed the presence of a blue check mark next to links from companies such as Meta, Apple, Microsoft and Amazon, indicating that these are authentic sites and not imitations created for fraudulent purposes. “We regularly test new features to help users identify trustworthy online businesses,” said Molly Shaheen, a Google spokeswoman. “We are currently running a small experiment that shows checkmarks next to some companies on Google.”

The new feature appears to be an extension of Brand Indicators for Message Identification (BIMI), a Google system that displays checkmarks in the Gmail app next to senders who have adopted the verification platform. When you hover your mouse over the check mark in the search results, a message appears explaining: “Google signals suggest that this company is what it claims to be.” According to Shaheen, the verification is based on several factors, including website verification, Merchant Center data, and manual reviews.

The experiment is not yet widespread on a large scale. Google has not yet officially announced the new feature or said when (or if) it will be available to a wider audience. If the experiment is successful, the checkmarks could represent an important step in the fight against online fraud and phishing, helping users identify authentic websites and avoid fake or malicious ones. Website auditing could also incentivize companies to improve their online presence and ensure the safety of their users.