Ethereum Name Service Integrated in Google’s Search Engine

Google Search Engine is Now Optimized For Ethereum Name Service (ENS)

Google has integrated Ethereum Name Service (ENS) data into its search results through data available from Etherscan, as reported by former member of the ENS core team Brantly Millegan in a post. Ethereum Name Service enables the use of complex wallet addresses on the internet in the same way domain names are used. You can think of it as receiving an Ethereum Name Service (ENS) address like yourname.eth instead of complex numbers, which you can easily share. This is like quick access to websites through domain names rather than IP addresses.

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Google has been swiftly engaging with cryptocurrency and blockchain technology. In May 2023, Google initially offered native support for Ethereum Wallet Balances, where users could initially search for a specific address and directly see wallet balances in search results. This functionality has now been expanded to Ethereum Name Service (ENS) domains. Additionally, in 2022, Google integrated a crypto feature allowing some Ethereum wallet addresses to track their ether balances through the Google search engine.

This feature was publicly announced by Han Hua, Principal at Google Ventures, on October 11, 2022. Concurrently, in 2022, Google started the countdown for the Ethereum Merge Event featuring the animated Panda, and in 2023, revised its crypto advertising policy to include Google Cryptocurrency Coin Trusts.

ENS has partnered with GoDaddy, a firm previously providing domain registration services, to link .eth domains with traditional Web2 domains without any extra cost to the Web3 community. This partnership with GoDaddy resolves the issue of high gas fees, a significant concern for users hesitant to acquire domain names on #ENS.

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