Google Search Now Supports Ethereum Name Service: Here’s What it Means
DA Gadgets 
Google,
which
has
recently
been
found
to
be
holding
a
monopoly
on
web
search,
has
taken
a
crypto-friendly
decision
amidst
its
ongoing
legal
battles
in
the
US
and
the
EU.
As
per
a
fresh
update,
Google
has
fully
completed
the
integratigration
of
Ethereum
Name
Service
(ENS)
into
Search.
This
feature
was
being
tested
with
select
users
for
a
while
and
has
not
been
made
live
for
Google’s
global
users.
Former
Google
engineer
Nick
Johnson
presented
the
concept
of
ENS
to
the
Ethereum
Foundation
in
April
2016,
following
which,
in
May
2017,
the
first
batch
of
ENS
names
were
minted.
This
development
now
makes
it
easier
for
people
to
search
for
any
name
based
on
the
ENS
domain,
signified
by
‘.eth’.
ENS
can
be
explained
as
a
decentralised
domain
name
protocol.
These
Ethereum-based
name
domains
are
used
by
crypto
users
who
wish
to
simplify
complicated
Ethereum
wallet
addresses
to
make
them
readable
by
humans.
Otherwise,
crypto
wallet
addresses
usually
comprise
a
bunch
of
random
alphabets
and
digits
that
are
not
only
difficult
to
remember
in
sequence
but
also
maintain
that
these
addresses
are
only
readable
by
computers.
Nalin
Basu,
product
manager
for
Web3
at
Google,
was
the
first
to
confirm
the
development
of
X,
explaining
its
utility.
“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!”
Basu
posted
on
October
9.
Around
July
2022,
ENS
addresses
emerged
among
the
most
popular
liquid
assets
trading
on
marketplaces
for
virtual
assets.
Usually,
easier
ENS
domains
like
‘xyz.eth’
are
usually
more
in
value
than
others
like
‘asd1as.eth’.
The
same
year,
Google
had
reportedly
first
introduced
this
ENS
feature
to
let
Ethereum
wallet
holders
track
their
Ether
balances
directly
through
search
results.
Nike’s
Web3
arm
called
‘RTFKT’
and
Puma
are
among
global
brands
that
have
purchased
ENS
domains
in
the
past.
