Unstoppable Domains (U.D.) and the like are similar to ICAN in that they enable distribution of domain names but in a limited fashion (crypto, zil, eth, etc.) ICAN is centralized governance of domains. With ICAN you must pay to register and pay annually to hold your domain. U.D. and the like create NFTs to record a domain for a one time fee. Once created you own and control the domain - no chance of losing it because you forgot to pay an annual fee or because a central agency decides it does not like you.
As to Google, yes they have proven they have no problem with driving sites they do not like to the bottom of the search result. The best fight we have against that at present is to switch to search engines like Duck Duck Go and spread the word to others to do the same.
As to driving traffic to your site do not rely on SEO as the main driver. Work on building your community and providing content across several channels to bring awareness of your site.
Of course you still need network access. IPFS and U.D. only mean you control your domain and content, not that you will always have access to it. A free network is being worked on by several communities but it will probably not be able to serve as a replacement for the now commercial net, at least not for some time.
We are still at the dawn of decentralization so things are still being worked out.