Google is testing a new verification feature in its search engine aimed at helping users avoid clicking on fake or fraudulent websites. Some users have noticed blue verified checkmarks next to business links in search results, indicating the authenticity of companies like Meta or Apple, and confirming they are not impersonators trying to exploit well-known brands.
However, these marks disappeared when a different Google account was used, suggesting that the experiment is still in limited testing.
When hovering over a checkmark, a message explains that “Google’s signals suggest this business is the business it claims to be,” based on factors like website verification, Merchant Center data, and manual reviews.
This experiment appears to build on Google’s Brand Indicators for Message Identification (BIMI), which shows verification checkmarks next to senders in Gmail. Google has not officially announced the search checkmarks or indicated if or when the feature will be more widely available.
