Google’s Search Relations Team Explores the New Frontier of SEO in Web3

2 min read

The Search Relations team at Google delves into Web3’s potential influence on SEO, spotlighting hurdles and promising applications.
Navigating Web3’s atypical domains and constrained accessibility poses SEO challenges.
Emerging prospects within Web3 encompass decentralized apps (dApps), blockchain domains, and digital identity and privacy advancements.
Staying at the forefront of the industry demands SEO practitioners adapt to the ever-evolving Web3 terrain.

In the most recent installment of the “Search Off the Record” podcast, the trio from Google’s Search Relations team—John Mueller, Gary Illyes, and Martin Splitt—engaged in a stimulating discussion exploring the intersection of Web3 and its effects on SEO.
Their dialogue delves into the potential implications for SEO strategies, recognizing the early stages of development within Web3.


Web3: Transforming the Internet Horizon


Web3 signifies a shift in the internet paradigm, defined by its embrace of decentralization and harnessing blockchain technology.
In contrast to the conventional web, Web3 seeks to empower individuals with greater authority over their online interactions, bolster data privacy, and foster direct peer-to-peer engagements.


Unraveling the Enigma: Web3’s Influence on SEO


In their podcast conversation, the team explored how Web3 might affect SEO strategies, search engine standings, and online presence.
While specific examples weren’t detailed, their dialogue highlighted crucial factors to ponder.
Mueller provided perspective on the hurdles brought by Web3 domains, noting their resemblance to top-level domains yet lacking the familiar structure of conventional addresses.

Consequently, Google’s search crawlers need help navigating and indexing content within these unconventional domains.
Mueller explains further:
“Even with a browser plugin adapting that custom top-level domain, Google lacks comprehension of its purpose. So, in essence, it’s akin to a—well, a vanity title that users adopt as a domain name. Yet, fundamentally doesn’t operate as a conventional domain name.”


Revealing the Potential Applications


Acknowledging the team’s recognition of limited advancements in Web3 systems, exploring the potential use cases of this nascent technology remains valuable. These potential applications include:


Decentralized Applications (dApps):
Web3 facilitates the development of decentralized applications (dApps) that function on peer-to-peer networks, often leveraging blockchain technology. Examples include decentralized finance platforms, non-fungible token marketplaces, and social media networks. These applications prioritize transparency, security, and user autonomy by operating without intermediaries.

Blockchain-Powered Domains:
Web3 introduces blockchain-based domains, diverging from conventional domain naming conventions. These domains utilize decentralized naming systems, granting users complete ownership and authority over their domain names removing the reliance on centralized domain registrars. Leading examples include Ethereum’s Ethereum Name Service (ENS) and Unstoppable Domains.

Digital Identity & Privacy:
Web3 presents opportunities to bolster digital identity and privacy. By leveraging decentralized identity solutions and cryptographic principles, Web3 gives users the power of ownership and control over their data. Its user-centric approach to privacy and data management aligns with the growing demand for heightened online privacy and data security.


Considering the Road Ahead


As the influence of Web3 on SEO strategies, search engine standings, and online presence continues to be an area of investigation, this episode of Search Off The Record provides valuable insights into associated challenges and considerations.
Splitt acknowledged the modest advancements made in Web3 systems, remarking:
“I haven’t witnessed substantial development on Web3 systems yet. If it gains significant traction, we’ll explore further.” As Web3 evolves, SEO practitioners and website proprietors might need to adjust their approaches to guarantee optimal discoverability.

If navigating these complexities feels overwhelming, consider exploring our monthly SEO packages and let our team of experts assist you.

Shilpi Mathur
[email protected]