In the latest episode of the “Search Off the Record” podcast, Google’s Search Relations team, consisting of John Mueller, Gary Illyes and Martin Splitt, delved into a thought-provoking conversation about the impact of Web3 in SEO.
The team provides insights and addresses the ramifications of this technology on SEO practices while acknowledging that Web3 is in its early stages of development.
Web3: revolutionizing the Internet landscape
Web3 represents an evolution of the Internet, characterized by its embrace of decentralization and the use of blockchain technology.
Unlike the traditional web, Web3 aims to give people more control over their online experiences, improve data privacy, and facilitate peer-to-peer interactions.
The puzzle of Web3’s impact on SEO
During the podcast, the team discussed the implications of Web3 on SEO practices, search engine rankings, and website visibility.
While they did not discuss specific details and examples, the conversation highlighted some significant considerations.
Mueller provided insight into the challenges posed by Web3 domains, explaining that these addresses resemble top-level domains, but lack the recognized structure of traditional domains.
As a result, Google’s search crawlers face limitations when trying to crawl and index content from these unconventional domains.
Mueller explains:
“Even if you have a browser plugin installed that does something with that top-level domain created, Google doesn’t know what it’s trying to do. So from that point of view, it’s almost like a, no I know, vanity name that people are just using and treating it like a domain name. But it’s not actually a real domain name.”
Presentation of potential use cases
Although the team acknowledges that it has not yet witnessed substantial development in Web3 systems, the potential use cases of this emerging technology are worth exploring.
Potential applications of Web3 include the following:
Decentralized Applications (dApps)
Web3 enables the creation of decentralized applications or dApps, which operate in peer-to-peer networks, often using blockchain technology. Notable examples include decentralized finance (DeFi) platforms, non-fungible token (NFT) markets, and decentralized social networks. These applications offer greater transparency, security and user control by operating without intermediaries.
Blockchain based domains:
Web3 introduces the concept of blockchain-based domains, which diverge from traditional domain names. These domains use decentralized naming systems, which give users ownership and control over their domain names without relying on centralized domain registrars. Notable examples include Ethereum’s Ethereum Name Service (ENS) and Unstoppable Domains.
Digital identity and privacy:
Web3 can improve digital identity and privacy. Leveraging decentralized identity solutions and cryptographic principles, Web3 empowers users to take ownership and control of their personal data. Its user-centric approach to privacy and data control aligns with the growing demand for improved online privacy and data protection.
looking ahead
While the impact of Web3 on SEO practices, search engine rankings, and website visibility remains a topic of exploration, this episode of Search Off The Record provides insight into the challenges and considerations.
Splitt acknowledged the limited progress seen so far, stating:
“Until now I have not seen so much built in Web3 systems. I guess if it turns out to be something big, then we’ll find out and investigate further.”
As Web3 technology evolves, SEO professionals and website owners may need to adapt their strategies to ensure optimal discoverability.
source: Google search off the record
Featured image generated by the author via Midjourney.
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