SealCOS LLC, a developer of certification services for online brands and web sites, has created a new tool for identifying official web sites and steering potential customers away from inauthentic third-party resellers. Brands can now apply for the SealCOS certification; upon approval they can insert the SealCOS mark into their branding and official web site platforms. In the process, consumers can discern between official and inauthentic sites. The SealCOS mark appears in web site titles returned from a search query, offering a visible mark at the end of the metatag that is easy for customers to notice. They can further filter search results by inserting "SealCOS" into their queries, resulting only in links to official sites. According to the vendor, the tool can help companies to cut down on online advertising costs, by distinguishing themselves from third-party and reseller sites. Routine searches for brand names or retail items often return sites claiming to be official sites for the requested brand, SealCOS notes. To qualify for SealCOS certification, a web site must be the official site, must sell or service consumers directly, and must only offer the brand's product or service.

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