The Debate on Website Necessity
Recently, members of Google’s Search Relations team, Gary Illyes and Martin Splitt, engaged in a provocative discussion on the Search Off the Record podcast. They tackled an increasingly relevant question: Do businesses still require a website in 2026? Their consensus? It hinges on specific business goals and audience dynamics.
Websites vs. Social Platforms
Illyes and Splitt outlined the trade-offs between maintaining a website and leveraging platforms like social media or app stores. Websites offer control over data, monetization, and user experience. You can implement custom tools and avoid the whims of platform moderation. However, platforms can effectively reach audiences already engaged in those spaces, a point Illyes emphasized with his own use of WhatsApp groups.
Real-World Success Without Websites
Illyes pointed to instances where businesses thrived without traditional websites. He referenced a Google study from 2015-2016 in Indonesia, which demonstrated that social-only models could yield significant sales and customer retention. Additionally, he cited mobile games that generated substantial revenues with minimal online presence, only maintaining legal pages.
The Shift in Discovery
The podcast reflects a broader shift in how users discover content. Search engines traditionally relied on web crawling, but now, AI chatbots and social feeds are part of the mix. Businesses must navigate this fragmented environment rather than default to a website-centric strategy.
Implications for SEO Strategies
This debate forces SEO professionals and marketers to rethink their strategies. While websites still serve as essential tools for broad accessibility, targeted marketing may thrive in social environments. Authority across various channels—aligning with Google’s E-E-A-T principles—is more critical than ever.
Looking Ahead
The Search Relations team’s acknowledgment of social-only business models signals a shift in how digital presence is defined. If owning a website becomes situational rather than a universal requirement, businesses must evaluate the value of a website based on their unique context and objectives.
