In the latest episode of the Search Off the Record podcast, the Google Search Relations team of John Mueller, Gary Illyes and Martin Splitt delved into a thought-provoking conversation about the impact of Web3 on SEO.

The team provides insight and addresses the impact of this technology on SEO practices, while acknowledging that Web3 is in the development phase.

Web3: Revolutionizing the Internet landscape

Web3 represents an evolution of the Internet characterized by decentralization and the use of blockchain technology.

Unlike the traditional web, Web3 aims to give people more control over online experiences, improve privacy, and facilitate peer-to-peer interactions.

The conundrum of Web3’s impact on SEO

During the podcast, the team discussed the impact of Web3 on SEO practices, search engine rankings, and website visibility.

Although no specific details and examples were discussed, some important considerations were highlighted in the conversation.

Mueller provided insights into the challenges presented by Web3 domains, explaining that these addresses are similar to top-level domains but lack the recognized structure of traditional domains.

As a result, Google’s search crawlers face limitations when crawling and indexing content from these unconventional domains.

Mueller explains:

“Even if you have a browser plugin installed that does something with this made-up top-level domain, Google doesn’t know what it’s trying to do. So from that point of view it’s almost like a – I don’t know, vanity name that people just use and treat as a domain name. But it’s actually not a real domain name.”

Revealing the potential use cases

While the team acknowledges that they have not seen any significant development on Web3 systems to date, it is worth exploring the potential use cases of this new technology.

Possible applications of Web3 include the following:

Decentralized Applications (dApps)

Web3 enables the creation of decentralized applications, or dApps, that operate on peer-to-peer networks, often leveraging blockchain technology. Notable examples include decentralized finance (DeFi) platforms, non-fungible token (NFT) marketplaces, and decentralized social networks. These applications offer more transparency, security and user control because they work without intermediaries.

Blockchain-based domains:

Web3 introduces the concept of blockchain-based domains that deviate from traditional domain names. These domains use decentralized naming systems that grant users ownership and control over their domain names without relying on centralized domain registrars. Prominent examples include the Ethereum Name Service (ENS) and Ethereum Unstoppable Domains.

Digital identity and data protection:

Web3 can enhance digital identity and privacy. By leveraging decentralized identity solutions and cryptographic principles, Web3 enables users to own and control their personal data. Its user-centric focus on privacy and data control aligns with the growing demand for enhanced online privacy and data protection.

looking ahead

While the impact of Web3 on SEO practices, search engine rankings, and website visibility remains a subject of exploration, this episode of Search Off The Record provides insight into the challenges and considerations.

Acknowledging the limited progress seen so far, Splitt stated:

“I haven’t seen that many systems built on Web3 systems before. I think if it becomes a big deal we will find out and do more investigation.”

As Web3 technology evolves, SEO professionals and website owners may need to adjust their strategies to ensure optimal discoverability.

source: Google search confidential

Featured image created by the author using Midjourney.