Do You Still Need a Website in 2026? Google’s Search Relations Weighs In
Google’s Search Relations team was asked directly whether having a website will still be necessary in 2026. They didn’t give a one-size-fits-all answer.
The discussion focused on the trade-offs between owning a website versus relying on platforms like social networks or app stores.
In a new episode of the Search Off the Record podcast, Gary Illyes and Martin Splitt spent about 28 minutes exploring the topic and repeatedly arrived at the same conclusion: it depends.
Key Takeaways
Websites Still Have Advantages
Illyes and Splitt acknowledged that websites offer clear benefits: control over your data, monetization flexibility, the ability to host tools like calculators, and freedom from platform moderation.
Websites Aren’t Always Necessary
Both Googlers highlighted scenarios where a website may be optional. Illyes cited a 2015–2016 Google study in Indonesia where businesses operated entirely on social media, achieving “incredible sales, incredible user journeys and retention.”
He also mentioned mobile games that became multi-million- and even “billion-dollar” businesses without a meaningful website beyond legal pages.
Illyes shared a personal example:
“I have a few community groups in WhatsApp because that’s where the people I want to reach are, and I can reach them reliably there. I could set up a website, but I never even considered it—why? To do what?”
Splitt emphasized trust and presentation:
“I’d rather have a nicely curated social media presence that exudes trustworthiness than a website that is not well done.”
When pressed for a definitive answer, Illyes said that if your goal is to make information or services accessible to the widest audience, a website is probably still the best route in 2026—but he framed it as a personal view, not official guidance.
Why It Matters
Google Search relies on crawling and indexing web content, but the podcast frames “needing a website” as a business decision tied to goals and audience.
Neither Illyes nor Splitt suggested that websites are essential for every business. The strongest endorsement was that websites provide a low barrier to sharing information and that “the web isn’t dead.”
This aligns with the current, fragmented discovery landscape, where user journeys often span AI chatbots, social feeds, community platforms, and traditional search.
Looking Ahead
Search Off the Record often offers behind-the-scenes perspectives that can precede official guidance.
While this episode didn’t announce new policy, the team’s recognition of social-only and app-only business models shows how the role of websites is evolving in a multi-platform world.
The takeaway: owning a website is situational rather than mandatory. Its value depends on your specific goals—not the assumption that every business must have one.