Google has integrated Ethereum Name Service (ENS) data into its search results, displaying address particulars such as Ether balance and transaction history collected from Etherscan. This integration simplifies access to Ethereum wallet information by allowing users to search ENS addresses directly, similar to accessing websites through domains. Google's involvement in crypto and blockchain technology has expanded, with previous features including native support for Ethereum wallet balances and a countdown to the Ethereum Merge event. Additionally, Google revised its crypto advertising policy to include cryptocurrency coin trusts, enabling investors to trade shares in trusts holding digital assets. The integration of ENS data into Google search results reflects ongoing efforts to enhance accessibility and usability within the crypto ecosystem.
Google Integrates Ethereum Name Service Data into Search Results
Google has integrated Ethereum Name Service (ENS) data into its search results, providing users with access to Ethereum wallet information directly from the search engine. This integration, powered by data from Etherscan, displays address particulars such as Ether balance and transaction history.
The update was noticed by Brantly Millegan, a former ENS core team member, who shared the news on social media platform X. Cointelegraph confirmed the feature's functionality by testing several ENS addresses, including Vitalik.eth, belonging to Ethereum co-founder Vitalik Buterin.
ENS allows users to use simplified domain names, such as yourname.eth, instead of complex wallet addresses, similar to accessing websites through domains. Google's integration of ENS data streamlines the process of accessing Ethereum wallet information, enhancing usability for users within the crypto ecosystem.
This integration builds upon Google's increasing involvement in crypto and blockchain technology. In May 2023, Google introduced native support for Ethereum wallet balances, allowing users to search for specific public addresses and view wallet balances directly in search results. The functionality has now been expanded to include ENS domains, further enhancing accessibility to Ethereum wallet information.
Google's initiatives in the crypto space also include the integration of crypto features, such as tracking Ethereum balances, and revisions to its advertising policy to include cryptocurrency coin trusts. Notable asset managers' Bitcoin exchange-traded fund (ETF) products, like BlackRock, now appear in search results for relevant queries.
In addition to Google's efforts, ENS recently announced a partnership with domain registrar GoDaddy, enabling the Web3 community to link.eth names (domains) to traditional Web2 domains at no extra cost. This partnership eliminates barriers to transitioning domain names to ENS and empowers users with greater control over their decentralized identities.
Google's integration of ENS data into search results reflects ongoing efforts to enhance accessibility and usability within the crypto ecosystem, providing users with streamlined access to Ethereum wallet information.
(AMAKA NWAOKOCHA, COINTELEGRAPH, 2024)