Add Row 
Add 
Why Website Ownership Is No Longer a Must-Have for Businesses
The modern digital landscape is evolving rapidly, pushing businesses to rethink their online strategies. A recent episode of Google’s Search Off the Record podcast raised a question many entrepreneurs are pondering: Do you still need a website in 2026?
During the discussion, Gary Illyes and Martin Splitt, two key voices from Google's Search Relations team, emphasized that there isn't a clear-cut answer. Instead, they suggest it really depends on individual business goals and target audiences. Let’s explore the nuances behind this evolving digital scenario.
The Good Old Website vs. Social Platforms
Having a website traditionally provided businesses with crucial advantages such as data control, monetization opportunities, and unhindered content accessibility. It also served as a platform for hosting various services and tools. However, as social media platforms become increasingly powerful, the trend is shifting.
Illyes cited examples from a user study in Indonesia, revealing that businesses operating exclusively on social networks enjoyed remarkable sales and user retention, without the necessity of a dedicated website. Similarly, many mobile games have thrived as billion-dollar industries with negligible online presence beyond legal disclaimers.
Social Media and Instant Communication Platforms
As the accessibility and engagement rates of social media soar, platforms like WhatsApp pose an enticing alternative for connectivity. “I have community groups on WhatsApp because that’s where the people I want to reach are,” Illyes noted. This illustrates a growing reliance on instant messaging and social channels over traditional websites.
The Fresh Perspective on Trust and Presentation
While websites have long been seen as marks of credibility, Splitt argues for a new approach. He stated, "I’d rather have a nicely curated social media presence that exudes trustworthiness than a poorly executed website." This paradigm shift forces businesses to pay attention to presentation on social media, which can often have a more significant impact than a basic website.
Why Websites Still Matter
Despite the compelling arguments for social media dominance, both Illyes and Splitt acknowledged the enduring value of having a website. They noted that if broad accessibility is a priority for a business, a website still remains the best bet in 2026 for sharing information and services widely.
Google remains the default search engine driving organic traffic, and websites remain essential for crawling and indexing activities. Thus, website ownership can maximize discoverability while establishing an online reputation alongside social media platforms.
What This Means for Future Online Strategies
As we approach 2026, businesses must adopt flexible online strategies. The podcast suggests that companies should consider their specific needs before deciding on web ownership. Factors like audience behavior, content requirements, and available resources will play crucial roles in determining whether a website is necessary.
Furthermore, brands should embrace the reality of a fragmented online discovery environment. Today, users traverse through various platforms, including AI-driven chatbots and social media feeds, all while seeking information seamlessly.
Final Thoughts: Evolving with the Landscape
The conversation between Google’s Search Relations team leads to a crucial takeaway for marketers: adaptability is key. Understanding your business's unique context is vital to leveraging both websites and social media. As digital landscapes evolve, your strategies must remain fluid, prioritizing visibility, user experience, and trustworthy engagement.
Write A Comment