Google Experts Discuss If Websites Are Still Essential Today

In a recent episode of the Search Off the Record podcast, members of Google’s Search Relations team discussed a question that many business owners are quietly thinking about: Do you still need a website in 2026?

The answer was not simple. It was not a yes. It was not a no.

It was: “It depends.”

A Real Conversation, Not a Marketing Line

During the episode, Gary Illyes and Martin Splitt spoke openly about how the internet has changed. They did not defend websites blindly. They also did not dismiss them. Instead, they talked about trade-offs.

That word matters: Trade-offs.

Every platform comes with strengths and weaknesses. A website gives you full control. Social media platforms give you built-in audiences. Apps offer direct access to users. None of these options is perfect. Each one works better in certain situations.

So the real question is not “Do you need a website?”

The better question is: “What are you trying to achieve?”

Why Websites Still Matter

Websites still offer clear benefits.

First, ownership. When you have your own website, you control your content. No platform can suddenly change its rules and limit your reach. No algorithm can reduce your visibility overnight. You decide what appears and how it appears.

Second, data control. With your own website, you can collect and manage user data in your own way. On social platforms, the platform owns most of the user relationships.

Third, flexibility. A website can host tools, calculators, booking systems, dashboards, and custom features. Social platforms are limited in what they allow. If your business needs special functions, a website makes more sense.

Fourth, monetization freedom. On your own site, you choose how to earn money. You can run ads, sell products, offer subscriptions, or build services without platform restrictions.

These are strong reasons. But they are not the full story.

When a Website Might Not Be Necessary

Illyes shared an example from a Google user study done in Indonesia around 2015–2016. Many small businesses there operated entirely on social networks. They did not have websites. Yet they had impressive sales numbers, loyal customers, and strong engagement.

Their customers were already active on social platforms. So the businesses met them there.

That raises an important point: if your audience lives on one platform, does it always make sense to pull them somewhere else?

Illyes also mentioned mobile game companies. Some of these companies became multi-million-dollar, even billion-dollar businesses without building serious websites. Their main presence was inside app stores. Their website might only include legal pages.

Their product lived inside the app. So that is where the focus stayed.

Illyes even gave a personal example. He runs community groups on WhatsApp because that is where the people he wants to reach already are. He said he never felt the need to build a website for those groups. He asked, “Why? To do what?”

That question is powerful.

Sometimes we build websites simply because we think we are supposed to.

Trust: Website vs Social Presence

Martin Splitt brought up trust and presentation.

He said he would rather see a well-managed, professional social media profile than a poorly designed website.

This is honest. A bad website can hurt trust more than help it. If it loads slowly, looks outdated, or feels unfinished, visitors may question the business behind it.

On the other hand, a clean, active, helpful social media profile can build strong credibility.

Trust today is not built only through domain names. It is built through consistency, clarity, and customer interaction.

If You Want Maximum Reach

When pushed for a clearer answer, Illyes shared his personal opinion.

If your goal is to make information or services available to as many people as possible, a website is still probably the best option in 2026.

Why?

Because the web is open. Anyone with a browser can access it. You do not need a specific app. You do not need an account on a specific platform. You do not need to download anything.

A website removes many barriers.

But again, he framed this as an opinion, not official guidance.

The Bigger Picture: Discovery Is Fragmented

The way people find information has changed.

Ten years ago, most discovery started with a search engine. Today, discovery happens everywhere:

• AI chat tools
  

• Social media feeds
  

• Video platforms
  

• Messaging apps
  

• Online communities
  

• Marketplaces
  

• App stores
  

Search engines are still important, but they are no longer the only gateway.

User journeys are scattered across multiple platforms. A customer might see a product on social media, check reviews on a marketplace, watch a YouTube video, and finally search for the brand name on Google.

This is a multi-platform world.

That is why the Search Relations team did not say websites are mandatory for everyone. The internet is no longer centered around one path.

The Web Is Not Dead

Even with all these changes, the hosts made one thing clear: the web is not dead.

Websites still offer a low barrier to entry. Anyone can publish information. Anyone can build something and make it accessible worldwide.

There is still value in that openness.

But the idea that “every business must have a website” is no longer automatic.

The real value depends on your situation.

How to Think About It in 2026

Instead of asking whether websites are required, businesses should ask practical questions:

• Where does my audience spend time?
  

• What type of content or service do I offer?
  

• Do I need custom tools or features?
  

• How important is full ownership and control?
  

• Can I maintain a website properly?
  

• Will I actually update and manage it?
  

If your audience is highly active on one platform and your service is simple, a social-first approach may work.

If your product lives inside an app, focusing on app distribution may make sense.

If you need flexibility, long-form content, SEO visibility, or custom functionality, a website is likely valuable.

There is no universal rule anymore.

A Change in Mindset

What stands out most from the podcast discussion is not the answer. It is the mindset.

Google’s own Search Relations team did not defend websites as essential for every business. That says something about how the digital world has changed.

The internet today is not a straight road. It is a network of many roads.

Websites are still one of the strongest roads. But they are not the only ones.

For some businesses, especially local sellers or creators with strong social followings, platforms may be enough.

For others, especially those who want long-term control and broad accessibility, a website remains a strong foundation.

You can also read: Old HTTP Homepage May Trigger Wrong Site Name in Google

The Real Decision

The question is not about trends. It is about purpose.

If you build a website just because everyone says you should, it may sit unused.

If you choose not to build one because social media feels easier, you may limit future growth.

Both choices have consequences.

The Search Relations team did not give a final verdict. Instead, they encouraged thinking carefully about goals and audience.

In 2026, digital success is not about being everywhere. It is about being where it makes sense.

A website is a tool. Social platforms are tools. Apps are tools.

The smartest strategy is not choosing one blindly. It is choosing what fits your business model.

So, do you still need a website?

Maybe yes.
Maybe not.

The better answer is: It depends on what you are building and who you are building it for