Google Search seems to be going through a rough patch lately, grappling with issues like scams appearing in search results and odd advice from its AI assistant Gemini (such as suggesting glue as a pizza topping). In response, Google is experimenting with a new feature—verification badges next to URLs in search results.
These badges are similar to the familiar blue check marks on social media, signaling that the listed URL belongs to a legitimate business. This experiment has been noticed by users but isn’t visible to everyone yet, even for the same person across different accounts.
Some prominent companies, like Amazon, Apple, Microsoft, and Meta, have been observed with these badges in search results. When users click on the badge, they see a pop-up stating that the business is verified based on Google’s internal signals. However, the message includes a disclaimer that Google cannot fully guarantee the reliability of the business or its products, signaling some legal caution on Google’s part.
Google Tests Verification Badges in Search Results Amid Growing Concerns Over Scams and AI Errors
The blue check mark concept is widely recognized, especially after its controversial use on platforms like Twitter (now X) following Elon Musk’s acquisition. Although the blue check marks lost some of their original significance on Twitter, the association of these icons with legitimacy still persists, making it a logical move for Google to adopt something similar in search results.
However, applying verification badges to Google Search is more complex than it might seem. It would require extensive automation across the web, and Google’s pop-up description appears to reflect some hesitance in fully committing to the feature, likely due to liability concerns. The cautious language suggests that Google may not be entirely confident in the reliability of such a system.
Given these factors, it’s unclear whether the verification badges will become a permanent part of Google Search. The concept is being tested but hasn’t been rolled out universally, and the mixed signals from Google indicate that the feature could either expand or remain a limited experiment.
