Google has started testing a new feature in its search results that adds a blue checkmark next to certain websites, aiming to enhance user security while browsing. As of now, this experiment is limited to a small number of users and websites, with the checkmarks appearing next to well-known companies such as Microsoft, Meta, and Apple.
The blue checkmark serves as an indicator that the website is verified by Google.
When users hover over the checkmark, a message explains, “This icon is being shown because Google’s signals suggest that this business is the business that it says it is.” However, Google clarifies that this verification does not guarantee the full reliability of the website, meaning users should still exercise caution.
This feature resembles Google’s previous initiative, the BIMI (Brand Indicators for Message Identification) system, introduced in Gmail in 2023. BIMI uses blue markers to verify the authenticity of email senders, ensuring that businesses sending emails are legitimate and own the domains and logos they use.
The goal of BIMI was to combat phishing and other malicious activities by allowing users to quickly identify verified businesses.
While the checkmark feature is currently only being tested with a select group of users and websites, it has the potential to be expanded in the future.
If widely implemented, it could help users easily identify trusted websites directly from search results, offering an extra level of safety when browsing the internet.
Although it is unclear when or if Google plans to roll out the feature to all users, a company spokesperson confirmed that the test is underway.
This new experiment could be a step towards making the internet a safer space, particularly as users grow more concerned about online threats such as phishing and scams. For now, Google is monitoring the test to assess its effectiveness before deciding on a broader launch.
