Google Begins Testing Blue Verification Badges in Search Results, Following Baidu’s Lead

For years, Baidu, the leading search engine in the Chinese market, has featured an official website certification function, marking known sites with an official logo in search results to help users avoid phishing or irrelevant sites.

However, the significance of Baidu's various certifications has arguably diminished over time, largely due to the prevalence of ads across its search results, many of which feature various logos indicating certification or assurance. This saturation may have led users to become somewhat desensitized to these markers.

In a similar vein, Google has now begun testing a feature that adds a blue verification badge to the official websites of well-known companies in its search results. Hovering over the badge reveals an explanation from Google, enhancing transparency and trust.

In its initial phase, companies like Microsoft, Apple, Amazon, EPIC, and Meta have already received the blue verification badge, though the feature is still in testing and not all users may see these badges in their search results.

A Google spokesperson confirmed that this new feature is indeed in testing and noted that obtaining such a certification badge is not straightforward, involving a rigorous manual review process by Google.

The spokesperson did not disclose the specific reasons for introducing this feature. From a security perspective, it could reduce the likelihood of users landing on phishing sites, while from a commercial standpoint, it could enhance brand visibility. It remains to be seen whether Google will charge for this certification, balancing both security and commercial benefits in its search ecosystem.