Google Integrates Ethereum ENS Domains: A Game-Changer for Crypto?

• Ethereum Name Service has been integrated into Google Search.
• Users are now able to search for .eth domain names on Google.
• The integration moves the industry further towards mixing both traditional technologies and Web3.

Google has officially integrated Ethereum Name Service (ENS) domains into its search engine.

The landmark move marks a significant step forward in the accessibility and mainstream appeal of crypto.

Google’s ENS Integration

Nalin Mittal, Google Cloud’s Web3 product manager, announced on Wednesday Oct. 9, that the search engine giant integrated and launched ENS support.

Users are able to search for “.eth” domain names on Google and check their balances directly within the browser.

The move comes as the next step to Google’s 2023 update, which allowed users to search for Ethereum addresses and check their balances.

ENS is a decentralized domain name system that translates complex Ethereum addresses into human-readable names.

These names can then be linked to Ethereum wallet addresses, smart contracts, decentralized websites, and even other crypto assets.

Google will be pulling data from Etherscan to display up-to-date ENS information to users within the search results.

The Implications for Crypto

Google’s integration of ENS domains into its search engine marks a major win for the industry that continues to fight to get into the mainstream.

With the updated ENS domains listed in Google Search, users will be able to easily access information about the blockchain without any third-parties.

The integration also moves the industry further towards mixing both traditional and Web3, removing more barriers to entry for newcomers.

However, the integration of blockchain information onto such a public forum will require extreme care that all data and user privacy is protected.

Google and Web3

The announcement marks another step forward into the world of Web3 for Google, which has recently been exploring the integration of new technologies into its services.

In September, Google Cloud launched a new Blockchain Remote Procedure Call to provide Ethereum developers with an easier way to interact with blockchain data.

The search engine giant said the service would offer a “cost-effective, scalable, and reliable solution” to minimize the complexities of managing node infrastructure.