Google is experimenting with a new feature that aims to help users easily identify trustworthy businesses in search results. A spokesperson confirmed that this initiative is currently a small-scale test designed to enhance user trust in Google's displayed results.
The primary goal of this experiment is to add a blue checkmark next to the names of major companies like Microsoft and Apple, signaling to users that the results originate from official brand sites. This move also addresses the ongoing issue of brand counterfeiting on the internet. The spokesperson stated, "We regularly test features that help buyers identify trustworthy businesses online."
This verification method has been in place for some time in Google’s Gmail services. If expanded to search results, it could provide additional recognition for companies that receive this official validation.
At this stage, there is no guarantee that this feature will become standard in Google’s search engine. The current tests involve a limited number of companies and are only visible to select users, indicating that Google is assessing the technology and its impact before any large-scale announcements. Molly Shaheen, a spokesperson for Google Public Affairs, commented, "We are currently conducting a small experiment showing checkmarks next to certain businesses on Google."
The potential expansion of this initiative raises complex questions, particularly regarding competition between a brand's official site and those of its distributors. The positioning of these blue checkmarks against sponsored results or informational panels is also a significant concern.
If adopted, this blue verification mark could have substantial implications for both users and businesses. For users, it would provide an additional layer of security by certifying the origin of websites visited directly from search results, aiming to minimize phishing and other online scams.
For businesses, the presence of this blue badge would represent visible recognition of their authenticity, potentially enhancing brand credibility and gaining consumer trust. SEO expert Brodie Clark notes that this would be particularly beneficial for companies in sectors where trust is paramount, such as financial services, e-commerce, and new technologies.
This is not the first time Google has explored solutions to improve online reliability and transparency. For instance, the Brand Indicators for Message Identification (BIMI) initiative already allows email senders to display a verified logo next to their name when using the certification platform. This new feature in search appears as a natural extension of Google’s strategy to foster trust.
The implementation of this verification relies on several criteria, including website verification, data from Google’s Merchant Center, and manual reviews. This rigorous process is essential to ensure that only legitimate businesses receive this distinction, further bolstering the credibility of the blue badge.
While this feature remains in the experimental phase, its potential impact on SEO strategies is noteworthy. With such a visual distinction, businesses will likely find it advantageous to obtain this verification to stand out more prominently to consumers.