What Will Happen to Brands if Google Eliminates URLs?

Warning: this is not clickbait! Google is actively researching a replacement for the way the world navigates the web and it may very well announce its ideas on how to make a better internet sometime this fall or next spring.

Changing the way we access websites through the standard URL (Uniform Resource Locators) naming convention is not something they’re taking lightly. Ultimately, Google is trying to make the web an easier and safer place to surf. BTW – we’re really the only people that still say “surf the web.”

We know what you’re thinking. When we first stumbled on this article from Wired, there was a sense of disbelief, dread and a touch of hysteria. Our brains started to seize up at the idea of another way to access websites and the brands they are intrinsically linked to. We immediately started by asking a series of questions, such as:

  • What would this new method of access mean for brands who are already established online?
  • How would businesses secure their place on the web in the future?
  • Would this method of access require Google as the facilitator?
  • And most importantly, would we still be able to get to 👇 this video 👇 easily?

While we’re not there yet—nor do we have the answers you deserve—we will acknowledge that Google sometimes tests the waters with their “far out” ideas and then retracts them after public outcry. This could be one of those times, or this could be the beginning of the end for website URLs as we know them.

What do you think?

  • SOURCE: Wired
  • BRANDS: Google & Every Other Brand on the Internet
  • WHY YOU WILL LOVE IT: Because you love to shake things up!

What is BUZZ?

The team has curated some of the most buzzworthy marketing related topics ever assembled in one place. Our BUZZ section houses it all—branding, advertising, pop culture, and everything in between. Check out our buzz finds—we promise they'll blow your human mind!