Google is experimenting with a verification feature in its search results to assist users in identifying trustworthy businesses and avoiding fraudulent websites.

This initiative comes amid increasing concerns about online fraud, particularly the prevalence of copycat sites.

In this initial phase, select users are noticing blue verified checkmarks appearing next to links for major companies like Microsoft, Meta, Epic Games, Apple, Amazon, and HP.

Google spokesperson Molly Shaheen said the company continually tests features to help shoppers identify trustworthy businessesm, adding this phase includes displaying checkmarks next to select businesses.

Verification involves several factors, including website validation, Merchant Center data, and manual reviews, all enhancing users’ confidence in navigating online search results.

The checkmarks are currently part of a limited rollout and are not universally available across all user accounts.

Checkmarks may not appear consistently across different Google accounts, which suggests that further testing and refinement are required before a broader rollout.