Google is experimenting with a new verification feature in Search that will make it easier for users to avoid clicking on fake or fraudulent website links. Some people see blue checkmarks next to business links in Google search results, indicating that the company — like Meta or Apple — is real and not some copycat trying to profit from a recognizable brand.

“We regularly experiment with features that help shoppers identify trusted businesses online, and we’re currently running a small experiment that will display checkmarks next to specific businesses on Google,” said Molly Shaheen, public affairs spokesperson at Google The edge.

My colleague Jay Peters discovered checkmarks next to the official website links for Microsoft, Meta, Epic Games, Apple, Amazon and HP, but these stopped appearing when he logged in to another Google account – meaning this one Experiment not introduced nor widely used.

When you hover over a checkmark, a message appears that explains, “Google’s signals indicate that this company is who it claims to be.” This is what Shaheen says Things like website verification, Merchant Center data, and manual reviews.

The new search experiment appears to be an extension of Google’s Brand Indicators for Message Identification (BIMI) feature, which is designed to display checkmarks in Gmail’s web and mobile apps next to senders who have adopted the verification platform. Google hasn’t officially announced search tagging yet, nor has it said when (or if) more users can expect the feature.