On the sly, Google introduced a feature that integrates on-chain data for the ethereum naming service (ENS) domains in your search results almost a year ago.
ENS uses ERC-721 NFTs to map ethereum addresses, typically random alphanumeric strings, to easy-to-remember names, functioning as a domain system on the ethereum blockchain.
In May 2023, Google Search began displaying ENS domain and ethereum address details, making it simpler to verify ENS ownership. However, the tech giant never announced this update.
Confirming the authenticity of this development, ENS confirmed in X just a few days ago, “The news is true! Google now provides wallet information for ENS name searches!
Since the ethereum Foundation launched ENS in May 2017, the domain service has expanded significantly, including a partnership with GoDaddy and adoption by nft projects like Chubby penguins.
Registering a domain name through ENS currently takes place on the ethereum mainnet, which is known for its high transaction fees, including domain registration and maintenance fees.
However, ENS collaboration with Layer 2 networks avoids such costs, benefiting developers of ethereum-based applications.
Google's recent update improves the visibility of ENS domain information, although it does not extend to free subdomains provided by entities like Uniswap (e.g. foo.uni.eth).
Still, Google's decision to include ENS details in its search results is a big deal. It shows that digital assets and blockchain technology are increasingly recognized and used in everyday technology.
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Source: X (ens.eth)
