Google Debates the Future of Websites

In a recent episode of Google’s Search Off the Record podcast, the company’s Search Relations team tackled a question many businesses are asking in 2026: do you still need a website? The conversation featured Gary Illyes and Martin Splitt, who consistently emphasised that the answer isn’t straightforward—it very much depends on the type of business, its audience, and its goals. Rather than offering a one-size-fits-all solution, the discussion focused on the trade-offs between running a traditional website versus relying on social media platforms, mobile apps, or other digital channels.

Websites still provide a number of clear advantages. They offer complete control over content, monetisation strategies, and the tools or services a business might host, such as calculators, forms, or other interactive features. Crucially, websites allow businesses to maintain independence from the rules and moderation policies of third-party platforms, something that can be particularly valuable for maintaining brand integrity.

However, Illyes and Splitt also highlighted that a website isn’t always essential. Illyes referenced a Google study conducted in Indonesia around 2015-2016, which looked at businesses that operated entirely through social networks without any formal website. According to Illyes, these businesses achieved remarkable results, including strong sales figures, seamless user journeys, and high retention rates. He also pointed to mobile games that became multi-million or even billion-dollar businesses without requiring a significant web presence beyond legal pages.

Illyes shared a personal example of why a website isn’t always necessary: “I have a few community groups on WhatsApp where the people I want to reach are, and I can reach them reliably there. I could set up a website, but why would I?” Splitt echoed this sentiment, noting that a carefully curated social media presence can sometimes convey trust and professionalism more effectively than a poorly executed website.

When pressed for a more definitive answer, Illyes suggested that if the goal is to make information or services available to as many people as possible, a website is probably still the safest option in 2026. He emphasised, however, that this was a personal perspective rather than formal guidance from Google. The overarching message was that website ownership is situational: it depends on the business model, target audience, and the type of engagement a brand wants to foster.

The discussion is particularly relevant in the context of how digital discovery has evolved. While Google Search still functions by crawling and indexing web content, user journeys now often span AI chatbots, social media feeds, and community platforms alongside traditional search. Businesses that focus exclusively on social or app-based channels can still reach and engage audiences effectively, provided their approach aligns with their objectives.

Neither Illyes nor Splitt argued that websites are essential for every business. They also did not suggest that the open web offers anything entirely irreplaceable. What they did stress is that websites remain a simple, low-barrier method for sharing information and that the web itself “isn’t dead.” For businesses looking to reach a broad audience, a website still serves as a reliable foundation, but it is no longer the only path to success.

The podcast also signals a shift in Google’s approach to digital content. By validating social-only and app-only business models, the Search Relations team acknowledges the changing landscape of digital engagement. Businesses can now consider multiple platforms when building their online presence, weighing the pros and cons of each before deciding whether a traditional website is necessary.

From a practical standpoint, this episode offers businesses a framework for evaluating their digital strategy in 2026. It suggests that while websites remain valuable, brands can thrive by strategically using social platforms and apps, particularly when their audience is concentrated on these channels. At the same time, businesses that aim to serve a wider, global audience may still find a website indispensable.

Ultimately, the takeaways are clear: having a website is no longer universally required. Its value depends on context, audience, and purpose. Social media and apps increasingly offer viable alternatives for reaching, engaging, and retaining customers. For businesses willing to adapt to a multi-platform environment, success no longer hinges on owning a website alone. Instead, the decision should be informed by specific business goals, audience behaviour, and the most effective channels for communication and engagement.

By framing website ownership as situational rather than essential, Google’s Search Relations team underscores the flexibility that modern digital strategies allow. In a world where AI, social platforms, and apps intersect with traditional search, businesses now have multiple ways to establish their online presence and connect with users—demonstrating that the future of digital engagement is broader and more adaptable than ever.