It's simply not a good idea to download and install binaries from arbitrary websites. It's been too heavily abused. It's not a reasonable strategy to have Google or anyone sort through that mess outside of systems or services that have been designed to handle this problem.
GitHub, OS and free package managers or other aggregators provide mechanisms to share trust, moderate and review posted binaries.
Consider using these. I.e instruct users to install via their package manager. If your audience is not technical then you need to put it in the common man's package manager the app stores :/
I take your point, but if you download executables from Github using Chrome, IE or Edge, you're still going to get a warning when it's deemed "uncommon".
The only real option on Windows is the Windows Store, which AFAIK is only for UWP apps.
There is chocolatey and scoop, but I find chocolately a bit of a mess (e.g. duplicates, never certain which is the "main" download), and while scoop is good, the selection is still relatively small. These are also only really used for OSS software, which doesn't help ISVs.
GitHub, OS and free package managers or other aggregators provide mechanisms to share trust, moderate and review posted binaries.
Consider using these. I.e instruct users to install via their package manager. If your audience is not technical then you need to put it in the common man's package manager the app stores :/