Google Enhances Search with Ethereum Name Service Integration

Google has integrated Ethereum Name Service (ENS) data into its search results, allowing users to access information about ENS addresses, such as ETH balance and transaction history, directly from Google's search engine. This integration leverages data from Etherscan and aligns with Google's growing involvement with crypto and blockchain technology, including support for Ethereum wallet balances, crypto advertising policy updates, and Ethereum Merge countdown features.

Google Integrates Ethereum Name Service Data into Search Results

By The Wall Street Journal

March 8, 2023

Integration of ENS Data

Technology behemoth Google has incorporated Ethereum Name Service (ENS) data into its search results, leveraging data from Etherscan. Former ENS core team member Brantly Millegan detected the update and shared the news on X. Cointelegraph corroborated the feature by testing it with various ENS addresses, including Vitalik.eth, belonging to Vitalik Buterin, the Ethereum blockchain network's co-founder.

The displayed results provide detailed address information, such as Ether (ETH) balance and the timestamp of the latest transaction. This data is sourced from Etherscan, an Ethereum block explorer.

Ethereum Name Service

Ethereum Name Service enables the utilization of intricate wallet addresses on the internet in a manner akin to the usage of domain names. For instance, instead of complex numerical sequences, users can obtain an ENS address such as yourname.eth, which can be easily shared. This parallels the swift access to websites via domain names rather than IP addresses.

Google's Involvement in Crypto and Blockchain

Google has been progressively engaging with crypto and blockchain technologies. In May 2023, the company introduced native support for Ethereum wallet balances. Initially, users could search for a specific public address and view the wallet balance directly in the search results. This functionality has since been extended to ENS domains.

In 2022, Google integrated a crypto feature allowing certain Ethereum wallet addresses to have their Ether balances tracked by the Google search engine, obviating the need to visit Etherscan. This feature was initially publicized by Google Ventures Principal Han Hua in an October 11, 2022 post.

Additionally, the firm initiated a countdown to the Ethereum Merge event in 2022, featuring animated pandas moving in unison. In 2023, Google revised its crypto advertising policy to encompass "Cryptocurrency Coin Trusts." These products enable investors to trade shares in trusts that hold digital assets. As a result, Bitcoin exchange-traded fund (ETF) products from prominent asset managers like BlackRock now appear in search results for queries such as "Bitcoin ETF."

ENS and GoDaddy Partnership

On February 5, ENS announced a collaboration with domain registrar GoDaddy, enabling the Web3 community to link their .eth names (domains) to conventional Web2 domains at no additional cost.

The GoDaddy-ENS partnership alleviates the barrier of high gas fees that previously deterred users from transferring domain names to ENS. ENS facilitated the cost-free transition by deploying new smart contracts for resolution. Consequently, DNS domain holders can attain a novel form of self-sovereignty by exercising greater control over their own decentralized identities.

Conclusion

Google's integration of ENS data into its search results underscores the growing convergence between the mainstream internet and the decentralized web. This integration streamlines the user experience for Ethereum users, providing convenient access to wallet information and enhancing the visibility of Web3 domains. As crypto and blockchain technologies continue to evolve, it is anticipated that Google will play an increasingly pivotal role in bridging the gap between traditional finance and the burgeoning digital asset ecosystem.