Simran Joshi
Google is currently testing a new feature aimed at enhancing user trust in search results by displaying blue verification checkmarks next to certain business listings. This initiative, reported by The Verge, targets major companies like Microsoft, Meta, Epic Games, Apple, Amazon, and HP, providing users with a visual cue to identify reputable websites. The checkmarks, which vary in visibility among users and accounts, come with a hover message indicating that Google’s signals suggest the business’s authenticity. As the experiment unfolds, it may pave the way for a broader rollout, although Google emphasizes that these indicators do not guarantee the reliability of a business or its offerings.
New Verification Feature for Business Listings
Google is currently testing a new feature that introduces blue verification checkmarks next to certain business listings in search results. This initiative aims to assist users in identifying trustworthy websites more easily. The experimental feature has been observed by some users and displays blue ticks next to the official site links for major companies like Microsoft, Meta, Epic Games, Apple, Amazon, and HP. However, the visibility of these checkmarks is inconsistent, varying between different users and Google accounts, indicating a limited rollout of this test.
When users hover over the checkmark, a message appears stating, “Google’s signals suggest that this business is the business that it says it is.” This verification is based on several factors, including website verification, Merchant Center data, and manual reviews, as explained by Google spokesperson Molly Shaheen. This new feature aims to enhance user trust and provide more confidence in the authenticity of business listings.
Relation to Google’s BIMI Initiative
This experimental feature appears to be an extension of Google’s Brand Indicators for Message Identification (BIMI), which has been used in Gmail to identify verified senders. The introduction of blue checkmarks in search results aligns with Google’s ongoing efforts to help users easily identify reputable businesses online. By integrating such verification indicators into search results, Google is expanding its approach to trust signals beyond email communication.
As the testing progresses, users may observe an increase in the presence of these blue checkmarks alongside trusted business listings. Despite this, it is important to note that Google emphasizes that while these signals may suggest legitimacy, they do not guarantee the reliability of a business or its products. This cautious approach reflects Google’s commitment to balancing user trust with the complexities of online verification
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