Google has recently updated its search features to allow users to search for crypto wallet balances on different blockchains, including Bitcoin, Ethereum, Avalanche, Optimism, Polygon, and Fantom. Users can simply enter a wallet address and view the token balance categorized by the network and the timestamp of the last update.
This expansion comes after Google introduced Ethereum Name Service (ENS) domain search results last year, which enables users to check wallet balances using readable domain names like “vitalik.eth” for Ethereum wallet addresses.
Google has been steadily expanding its crypto-related features since then. In May 2023, it integrated a feature that allows specific Ethereum wallet addresses to have their Ether (ETH) balances tracked directly within the search engine, eliminating the need to visit platforms like Etherscan.
The expansion of search features has been made possible through the Ethereum Name Service (ENS), which provides human-readable domains linked to Ethereum wallets. Users can now search for an ENS domain in Google’s search results, and the associated wallet balance and blockchain address will be displayed. This information is sourced from Etherscan and reflects the latest state based on the last external transaction.
In addition to Ethereum, Google has extended its features to include wallet balance searches on multiple blockchains, such as Bitcoin, Arbitrum, Avalanche, Optimism, Polygon, and Fantom. The search results show the token balance by network and the last updated time.
This inclusion of wallet searches marks a shift in Google’s approach to cryptocurrencies. While the tech giant previously banned Bitcoin-related advertisements in 2018, it has recently reversed this policy and now allows advertisements for Bitcoin exchange-traded funds (ETFs) following their approval in January. Notable ETF products from asset managers now appear in search results.
Users can search for three Bitcoin address formats—P2PKH, P2SH, and Bech32—to view current balances and recent transaction updates. By integrating Bitcoin data into search results, Google enhances its accessibility to on-chain activity, leveraging its extensive daily search volume. However, it’s important to note that this service may not be available to all users universally, as some have reported that the feature does not consistently appear in search results.
Some privacy-focused Bitcoin supporters have expressed concerns about centralized data aggregation and its potential impact on user privacy, sparking a broader discussion about the balance between convenience and privacy in the crypto space.
In addition to these search feature updates, Google has also revised its crypto ad policy to allow promotions for approved Bitcoin ETFs and cryptocurrency coin trust products. This change comes after the US Securities and Exchange Commission’s (SEC) approval of spot Bitcoin ETFs in January. Google’s advertising network, being the largest in the world, is expected to attract more investors and provide more accessible investment options for the general public.
This policy change signifies a significant shift in Google’s previous stance on crypto-related ads. In March 2018, the company implemented a complete ban on such ads globally, including ads for crypto exchanges, ICO promotions, and crypto trading advice. This ban was implemented following a similar ad ban by Facebook.
Overall, Google’s updates to its search features and ad policy demonstrate its increasing engagement with the cryptocurrency industry and its recognition of the growing demand for crypto-related information and investment opportunities.
