Breaking News: Google Integrates Ethereum Name Service (ENS) into Search, Boosting Crypto-Friendly Move
In a significant development, Google has completed the integration of Ethereum Name Service (ENS) into its search engine, making it easier for users to search for and track their Ethereum-based assets. This move comes amidst the search giant’s ongoing legal battles in the US and the EU.
The ENS protocol, which was first introduced by former Google engineer Nick Johnson in 2016, allows users to simplify complex Ethereum wallet addresses, making them readable by humans. The decentralized domain name protocol is particularly useful for cryptocurrency users who want to track their digital assets without having to memorize long, complex addresses.
Nalin Basu, product manager for Web3 at Google, confirmed the development on October 9, stating, “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!”
The integration of ENS into Google’s search engine is expected to benefit a large number of cryptocurrency users, who can now easily search for and track their Ethereum-based assets, such as Ether (ETH) and other digital currencies. The feature was previously tested with select users and has not been made available to global users.
This move is also a significant step in Google’s growing commitment to the Web3 space, as demonstrated by its acquisition of the Web3-focused company, 6L. The company has also been working with other players in the space, such as Nike’s Web3 arm, ‘RTFKT’, and Puma, to promote the development of the Web3 ecosystem.
With this integration, Google is firmly positioning itself as a key player in the rapidly growing digital asset space, and its decision to prioritize ENS integration is a major win for the cryptocurrency community.
