Google’s Search team says the website is not obsolete in 2026, but it is no longer the automatic answer. In a new episode of its Search Off the Record podcast, Google’s Martin Splitt and Gary Illyes argue that whether you need a website depends entirely on what you are trying to achieve, who you want to reach, and how much control you want over your content, services, and business.
In the latest episode of Search Off the Record, Martin Splitt and Gary Illyes from Google’s Search Relations team take on a claim that resurfaces every few years.
The claim is that the web is dying and that apps, social platforms, and AI chatbots have replaced the need for websites altogether.
Their conclusion is more restrained than the headline-grabbing versions of that argument. Websites are still relevant, but they are no longer mandatory by default. The answer depends on context, audience, and intent.
The “Web Is Dead” Claim Keeps Coming Back
Splitt and Illyes note that the web has been pronounced dead multiple times before.
The first major wave followed the rise of smartphones and native apps. Later came voice assistants, which promised to replace screens with spoken answers. Now the conversation has shifted again, driven by large language models and conversational AI.
Each wave changes how people interact with information, but none has removed the web itself. Apps often rely on web content under the hood.
Voice assistants and chatbots still draw heavily from published online material. Even when users do not realize it, websites remain the source layer beneath newer interfaces.
AI Chatbots Still Depend On Websites
A central theme of the discussion is how AI fits into the picture.
Today’s chatbots and AI overviews feel like a new way to consume information, but Splitt points out that most of their knowledge comes from web content. Books and other sources play a role, but the web supplies the broad coverage.
There is also a concern about what happens if knowledge gathered through AI conversations never flows back into public web content.
If information remains locked inside models, it risks becoming harder to verify, reference, or share widely. For now, the web continues to act as the public record that AI systems learn from.
Discovery Still Favors Open Publishing
Another reason websites continue to matter is discovery.
Search engines, content feeds, and recommendation systems help people find ideas they did not know to ask for.
Splitt shares an example of learning about a printing technique through a mix of AI summaries and traditional search results, which ultimately led him to multiple websites.
This type of exploration works less reliably inside one-to-one chatbot conversations. Websites provide stable reference points that can be linked, revisited, and shared. They allow information to be discovered without requiring users to ask the perfect question.
Control, Ownership, And Flexibility Remain Strong Advantages
One of the clearest arguments for websites is control. On a website, creators decide how content is presented and how it is monetized. Promotions, long-form articles, tools, calculators, and interactive services are all easier to run outside the constraints of social platforms.
Social networks excel at distribution and reach, but they also impose rules, moderation policies, and algorithmic filters. A website functions as a home base that cannot be hidden by a feed ranking change or limited by platform features.
When A Website May Not Be Necessary
The podcast also acknowledges cases where a website adds little value.
Some businesses operate entirely through social platforms or messaging apps and do so successfully. In earlier user studies, Google observed small businesses in regions like Indonesia running profitable operations without standalone sites.
Mobile games offer another example. Many high-revenue games rely on advertising and app store listings rather than websites. In those cases, a site may exist only for legal pages or not at all.
Low Barriers Still Matter
Splitt emphasizes one quiet strength of the web. Sharing a link has a very low barrier. Users do not need to install anything, choose a device ecosystem, or commit storage space. Visiting a website feels lightweight compared to downloading an app and creating an account.
That ease still matters in 2026, especially for new projects trying to attract first-time users or explain unfamiliar ideas.
What This Means For Creators And Businesses
For content creators, businesses, and developers, the message is not to abandon websites or to build one out of habit. The real task is to define the goal clearly.
If the aim is broad visibility, long-term discovery, service delivery, or full control over presentation and monetization, a website remains a strong choice. If the goal is to reach a specific audience that already lives on one platform, social or app-based approaches can work just as well.
Making the Choice in 2026
Here are a few grounded considerations that can help creators and businesses decide whether a website is the right tool for their goals today.
- Start by identifying where your audience already spends time.
- Decide whether you need tools, services, or long-form content.
- Consider how much control you want over monetization and visibility.
- Use social platforms for reach, but avoid relying on them as your only home.
- Treat a website as a foundation, not an obligation.
Key Takeaways
- Websites are a choice, not a requirement. Their value depends on what you need to achieve and where your audience already is.
- Websites remain the core source for search results and AI systems.
- Discovery across search, feeds, and AI still leads users to websites.
- Websites give creators greater control than social platforms.
- The need for a website depends on purpose, audience, and use case.
Zulekha
AuthorZulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.
