Rachael_Murdoch_-_Whats_the_point_in_a_website_anymore.pptx.pdf

Transcript

2. WEBSITES DIED THIS YEAR
3. WE DON’T NEED THEM TO DO BASIC TASKS
4. THERE ARE BETTER OPTIONS OUT THERE
5. WEBSITES DON’T SEND TRAFFIC ANYMORE… 26% of UK searches did not result in a click 97.3% of all Facebook posts don’t include a link in the post Publishers are less likely to cover your story if you ask for links Pages crawled per visitor sent: - Google is 18 - Anthropic 60,000 https://searchengineland.com/zero-click-searches-up-organic-clicks-down-456660 https://sparktoro.com/blog/traffic-is-down-revenue-is-up/
6. https://uk.themedialeader.com/death-of-the-website-publishers-wrestle-with-the-need-to-reinvent-in-ai-era https://www.theregister.com/2025/06/22/ai_search_starves_publishers/ …AND YOUNGER AUDIENCES DO NOT USE TRADTIONAL SEARCH 29% looking for products in search
7. …£49,000 - £2,000,000 per year THEY ARE EXPENSIVE TO RUN… Expre.co.uk – How Much Does Web Hosting Cost UK Dotwise.uk – Website Maintenance Cost UK 123-reg.co.uk – SSL Certificates Bunny.net – CDN Pricing
8. COMPLICATED TO MANAGE… …60% clients had over 2,000 tickets in queue
9. AND WEBSITES NOW ALL LOOK THE SAME Meaning they can buy the same product but just in a different platform with more personalisation
10. IS THIS TRANSITION AWAY FROM WEBSITES ALREADY HAPPENING? Chinas everything App - WeChat Social Commerce- TikTok Shop ✓ Instant messaging ✓ Social platform ✓ Calls ✓ Online shopping in app ✓ In store payments ✓ In app payments ✓ Online booking ✓ In store ordering
11. BUT ARE WEBSITES ACTUALLY DEAD?
12. 0 0.2 0.4 0.6 0.8 1 Website App Podcast/ Video Social Marketplace % share of vote % share of vote IF YOU WERE LAUNCHING A BRAND TODAY WHERE WOULD YOU INVEST? You can only pick 1 option to invest in for your business...
13. 0 5 10 15 20 25 30 35 40 Website App Podcast/ Video Social Marketplace % share of vote % share of vote IF YOU WERE LAUNCHING A BRAND TODAY WHERE WOULD YOU INVEST? You can only pick 1 option to invest in for your business...
14. BUT WHAT IS DRIVING PERFORMANCE? 0 20 40 60 Website App Podcast/ video Social Media Marketplaces Where is traffic coming from? % traffic 0% 20% 40% 60% 80% 100% Fashion Home Travel Finance Health % traffic source Website Social Media App Podcast/ Video Marketplace
15. Structured data Publishers Brand Websites Review & Social Platforms Signals WEBSITES ARE NEEDED TO FEED THE BOTS
16. AND WHAT WOULD NEW SEARCH EXPERIENCES SHOW? 0% 20% 40% 60% 80% 100% Fashion Finance & Insurance Home Travel Health & Beauty Publisher Brand Social Media Blog Other Overview of citation sources across ChatGPT & Gemini 25% from brand sites
17. NOT MUCH WITHOUT BRAND WEBSITES Only a fraction of results would exist without brand websites
18. AND PROVIDE SHOPPING RESULTS
19. AS WELL AS VALUE TO USERS transactions sign ups deeper brand engagement control of messaging brand controlled messaging legal compliance EEAT signals reviews & testimonials first party data collection for analytics retargeting audience insights data feeds Email brand communication TRUST & AUTHORITY DATA OWNERSHIP CONVERSION ENGINE
20. OPTIMISING FOR HUMANS RANKING WITH MACHINES SO WEBSITES AREN’T DEAD… …they’re the anchor in a fragmented search universe giving you some control around your brand narrative
21. LET’S OPTIMISE FOR HUMANS IN 6 TESTS 1. Test scenario based content 2. Replicate query fan out to support content planning 3. Check the credibility of your content
22. LET’S OPTIMISE FOR HUMANS IN 6 TESTS 4. Focus on surfacing reviews & testimonials 5. Think about formats 6. Provide contextual product information
23. AND THINK ABOUT HOW WE CAN INFLUENCE THE BOTS 1.Reduce JavaScript rendering dependencies 2.Provide strong site performance 3. Check server logs to check how bots are accessing content
24. AND THINK ABOUT HOW WE CAN INFLUENCE THE BOTS 4. Allow LLM user agents 5. Check your structured data for errors 6. Futureproof your product feeds
25. 25 WE CAN LEARN FROM THE DEATH OF THE HIGH STREET This can teach us about digital stores. They are needed to fuel the new era of digital engines and created experiences worth showing up for. 01 02 03 Get comfortable with less traffic, re-set your website goals Be more than a website, create experiences Its exciting, SEO is having a makeover
26. THANK YOU https://www.linkedin.com/in/rachael-murdoch-aba87832/