Google has made a significant move in the crypto world by integrating the Ethereum Name Service (ENS) into its search engine, making it easier than ever to find ENS domains—those ending in ‘.eth’. This change allows users to search for specific names based on these ENS domains, streamlining access to Ethereum-based addresses. Previously, this feature was available only to select users, but it is now live globally.
This development is part of Google’s broader embrace of blockchain technology, despite its ongoing legal challenges in the US and EU. ENS, a decentralized domain name system, simplifies Ethereum wallet addresses by turning them into easily readable human-friendly names, such as ‘example.eth’, instead of the usual long strings of letters and numbers.
Nalin Basu, product manager for Web3 at Google, recently confirmed the rollout via social media, saying, “You all asked for @ensdomains integration, and it’s live. You can search for any .eth name and get the balance right in Google Search! Kudos to the Search team for fully rolling this out!”
This new integration offers more convenience to the growing number of users and brands adopting ENS. Global companies like Nike’s Web3 arm, RTFKT, and Puma have already secured their ENS domains, showing the increasing importance of this feature in the digital space.
As Ethereum Name Service addresses continue to gain popularity, especially in virtual asset marketplaces, simpler and more recognizable names like ‘xyz.eth’ tend to hold higher value compared to more complex ones like ‘asd1as.eth’.
By integrating ENS directly into search, Google is making crypto more accessible to everyday users, further bridging the gap between blockchain technology and the mainstream internet.
