Google is currently testing a new feature that introduces verified checkmarks for businesses in search results. This blue tick is meant to help users easily identify legitimate sources, protecting them from impostor websites that often redirect to malicious pages. A well-known example of such fake sites includes deceptive Disney+ pages that led users to harmful web content. This initiative, reported by The Verge, aims to provide a safer browsing experience, focusing particularly on businesses.
What’s Happening & Why This Matters
The experiment, which Google is running with selected businesses, was first noticed in August by SEO consultant Brodie Clark. Based on his observations, the blue checkmarks primarily appear for eCommerce sites and only when deemed relevant. Not every store receives this mark, even though the test seems quite widespread. Google has included a description for the icon when users hover over it. The message clarifies that the icon indicates that Google’s signals suggest the business is legitimate, but it does not guarantee the reliability of the company or its products.
While verified checkmarks are traditionally associated with social media platforms like Twitter (now X), Meta, and TikTok, Google’s approach differs by focusing on eCommerce and business legitimacy rather than user profiles. However, it raises questions about how much trust users should place in these marks, especially considering that social platforms have diluted their verification processes, with X now offering paid access to checkmarks, which has impacted the credibility of verification.
Additionally, Google is cracking down on businesses posting fake reviews, especially on Google Maps. If a company is found violating the Fake Engagement policy, Google removes the fraudulent reviews and posts a warning to inform users.
TF Summary: What’s Next?
This new feature, though still in its experimental phase, could transform how users navigate business search results by adding an extra layer of credibility. Questions remain about how Google will refine this system and ensure its effectiveness. The implementation of verified checkmarks in search results signals a shift towards safer online experiences, but the process must be transparent and reliable for users to trust it fully. As Google furthers testing, businesses and consumers should stay updated on how this feature improves.
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