Google Sneakily Added ENS Data to Its Search Engine

On the sly, Google launched a characteristic that integrates on-chain knowledge for Ethereum Title Service (ENS) domains into its search outcomes almost a 12 months in the past. 

ENS makes use of ERC-721 NFTs to map Ethereum addresses, sometimes random alphanumeric strings, to easy-to-remember names, functioning as a site system on the Ethereum blockchain.

In Could 2023, Google Search began displaying ENS area and Ethereum tackle particulars, simplifying ENS possession verification. But, the tech large by no means introduced this replace.

Confirming the authenticity of this growth, ENS confirmed on X simply days in the past, “The news is true! Google now gives wallet information for ENS name searches!” 

google ENS search
google ENS search Supply: X (ens.eth)

The Upsurge and Benefits of ENS

For the reason that Ethereum Basis launched ENS in Could 2017, the area service has expanded considerably, together with a partnership with GoDaddy and adoption by NFT initiatives like Pudgy Penguins

Registering a site title by ENS at the moment takes place on Ethereum’s mainnet, which is infamous for its excessive transaction charges, together with these for area registration and maintenance.

Nonetheless, ENS’s collaboration with Layer-2 networks circumvents such prices, benefiting builders of Ethereum-based functions.

Google’s current replace enhances visibility for ENS area info, though it doesn’t lengthen to free subdomains supplied by entities like Uniswap (e.g., foo.uni.eth).

Even so, Google’s transfer to embody ENS particulars in its search outcomes is an enormous deal. It reveals that digital belongings and blockchain know-how have gotten extra acknowledged and utilized in on a regular basis tech.

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