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Google Search Integrates ENS Domains to Boost Web3 Adoption

ENS domains' been announced on Google Search comes about five months after the naming service was quietly incorporated into the search engine.

Avatar image of Mishael Nwani Mishael Nwani•October 9, 2024
ENS

Tech giant Google has integrated Ethereum Name Service (ENS) domains into its Search platform. The ENS team and Google’s technologist Nalin Mittal announced this move, which allows users to easily search for names with .eth aliases on Google Search and view associated balances.

ENS is a blockchain-based protocol that converts long crypto wallet addresses into simple readable names. It allows owners to link their domain names to complex crypto wallet addresses, and people using wallets that support ENS can send crypto to simple names instead of copying and pasting long addresses. In July, the Ethereum-based project redecorated its brand and ecosystem, giving it a friendlier outlook.

How the Integration Works

Before this integration, accessing an ENS domain required a blockchain browser or specialized software, limiting accessibility for users unfamiliar with blockchain technology. Users can search ENS domains directly through the Google Search bar, making it much easier to access blockchain-based websites.

Typing an ENS domain like myname.eth in Google will direct users to relevant Web3 content, eliminating the need for specialized browsers to access these sites.

Incorporating ENS domains could also allow users to engage with other blockchain-based services, blurring the barrier to exploring decentralized platforms and making Web3 accessible to developers and users.

Notably, this is not the first time ENS domains will be introduced on Google Search. In May 2023, Google searches began showing ENS domain and Ethereum address details, but this addition was not publicly announced.

More Collabs With ENS

Registering a domain name through ENS occurs on Ethereum’s mainnet, which has a low throughput. To address this issue, ENS partnered with layer-2 networks, effectively downsizing the high gas fees that previously discouraged users from transitioning their domain names to ENS.

In February 2024, the naming service announced a partnership with domain register GoDaddy, allowing domain customer to link their .eth names at no extra cost.

Mishael Nwani

Mishael Nwani is an avid crypto enthusiast with nearly four years of experience in the industry. Since 2022, he has covered topics across cryptocurrencies, NFTs, artificial intelligence, and financial markets.