Google is merging the worlds of blockchain and online search by displaying Ethereum’s ENS data directly in its search results. This new feature allows users to view ENS address details, such as ETH balance and the date of the last transaction, directly in Google. The integration of ENS data is made possible through information provided by Etherscan.
Google x ENS: An Innovative Feature for Ethereum Users
This new feature, discovered by former ENS core team member Brantly Millegan, now allows users to directly view ENS address details, such as ETH balance and the date of the last transaction, in Google. This integration highlights Google’s growing interest in crypto and blockchain technologies, as seen in its native support for Ethereum wallet balances introduced in May 2023.
Simplifying Access to Ethereum Addresses
ENS simplifies the use of complex wallet addresses on the internet, similar to how web domains are used. For example, instead of complicated series of numbers, an ENS address like coinacademy.eth can be easily shared, resembling direct access to websites through domains rather than IP addresses.
Google’s Link with the Crypto Universe
Google has been gradually expanding its presence in the crypto ecosystem, demonstrated by the integration in 2022 of a feature that allows tracking the Ether balance of certain Ethereum wallet addresses directly in the search engine. The company also made headlines with an animated countdown for the Ethereum Merge in 2022, as well as revising its crypto advertising policy in 2023 to include Bitcoin Spot ETFs.
The recent announcement of a partnership between ENS and domain registrar GoDaddy in February demonstrates a desire to expand the use of .eth names in the traditional web without additional cost. This partnership notably removes the barriers associated with high gas fees that previously discouraged the transfer of domain names to ENS.
