Google Sneakily Added ENS Data to Its Search Engine
On the sly, Google introduced a feature that integrates on-chain data for Ethereum Name Service (ENS) domains into its search results nearly a year ago.
ENS converts complex Ethereum addresses into easy-to-remember names like .eth, functioning as an internet domain system using ERC-721 NFTs.
In May 2023, Google Search started displaying ENS domain and Ethereum address details, simplifying ENS ownership verification. Yet, the tech giant never announced this update.
ENS confirmed the authenticity of this development on X just days ago: “The news is true! Google now gives wallet information for ENS name searches!”
The Upsurge and Advantages of ENS
Since the Ethereum Foundation launched ENS in May 2017, the domain service has expanded significantly, bolstered by a partnership with GoDaddy and adoption by NFT projects like Pudgy Penguins (.pudgy).
Registering a domain name through ENS currently takes place on Ethereum’s mainnet, which is notorious for its high transaction fees, including those for domain registration and upkeep.
However, ENS’s collaboration with Layer-2 networks circumvents such costs, benefiting developers of Ethereum-based applications.
Google’s recent update enhances visibility for ENS domain information, although it doesn’t extend to free subdomains provided by entities like Uniswap (e.g., foo.uni.eth).
Even so, Google’s move to include ENS details in its search results is a big deal. It shows that digital assets and blockchain technology are becoming more recognized and used in everyday tech.
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