BrightonSEO

There was a time when the website was the beating heart of any digital presence a shopfront, a brand home, and a one-stop hub for information, engagement, and conversion. But in today’s platform-dominated ecosystem, that central role is being rapidly decentralised.

This talk explores the shifting purpose of the website in an age where staying on-platform is the goal for major players. From Google to ChatGPT, Instagram to TikTok, users are increasingly engaging with content, making purchases, and even resolving their queries without ever leaving the interface they’re already in.