Customers now get their answer from Google and AI assistants before they reach a website. Here is what that changes for a brand, and what an address of its own does about it.
68%
Of Google searches in the US now end without a click
In the first four months of 2026, two searches in three ended on the results page, up from about 60% in 2024. The answer is read where it appears, and the brand's own page is never opened.
Of searches click a result once AI answers: being cited is now the key
Without an AI summary, 15% of visits click a search result; with one, 8%. The answer is what reaches people, so what counts for a brand is to be the source that answer names.
The figures are rounded; each links to its publisher’s own study. Both measure Google search in the US.
Built to be found by AI
More and more customers ask an AI assistant for the best brand rather than searching. A hub under .best is built for that question.
54%
Found where AI looks for the best
Ask an AI assistant for the best brand in its category and it leans on pages built around “best”: in Meltwater’s study of 9.5 million AI citations, “Best X” listicles appeared in 54% of the most-cited LinkedIn content. A hub at brands.best/yourname puts “best” in the brand’s own address, and gives assistants one clear page to cite for it.
People ask an assistant for the best brand in its category. On a .best hub, the word in their question is already in the brand's own address: brands.best/yourname.
02
One page an assistant can read
What the brand is, what it offers and where to find it — on one page, in plain text, at one address, rather than scattered across profiles an assistant has to piece together.
03
One name everywhere
Every profile can point back to the same .best address, so the brand reads as one name rather than a handful of handles that may or may not be the same brand.
04
The source is the brand itself
When an assistant cites the hub, it cites the brand's own page — not a reseller, a directory or a lookalike account speaking for it.
Nothing here promises a ranking or a citation: assistants choose their own sources. A .best hub gives them a clear one.
One address. Everything the brand is.
brands.best/yourname is an address the brand holds, a hub it opens, and a follow that is held against it.
Your brand. At the Best address.
brands.best/yourname for free, and on Pro yourbrand.brands.best — the brand's own address, easy to say and easy to find.
maisonaurore.brands.best
Address ofMaison Aurore
PlanPro
brands.Best brandingRemoved
All your links in one place
Every channel, store, campaign and newsletter on one page, at one address a customer can say out loud.
Maison Aurorebrands.best/maisonaurore
Book a treatment
The newsletter
Super Follow: Grow your customers
Customers follow the brand at its address, not a platform's — so the following moves with the brand.
Super Follow
12,846+24%
Held atbrands.best/maisonaurore
Moves with the nameYes
Click analytics
Clicks counted at the brand's own address, not inferred from somebody else's dashboard — so a campaign is measured where it lands.
Link clicks, this month
48,209+18%
Measured atyour own address
Send messages to Super Followers
The launch, the drop, the collaboration: written once, and it lands with every Super Follower — no feed deciding who was worth reaching.
Message to Super Followers
Spring treatments are open — 20% off your first booking with SUPER20.
Delivered12,846 of 12,846
Lands intheir super box
Private links for Super Followers
Early access, the members' offer, the press kit: rows that open for the customers who followed the brand, and stay shut for everyone else.
On the brand's hub
Gift cards
Book a treatment
The members' ritualSuper Followers
Shut, not hidden
One address, one page, one following — and all three of them the brand’s. How it works walks through building it, Super Follow is the button the third card is about, and pricing is what each plan costs. About .best covers the domain the paid plans come with.
Published by internet.Best, the ICANN-accredited registry that has operated the .best top-level domain since 2018, led by CEO Cyril Frémont. About internet.Best.
Ready to create your brand's hub?
For the brands, shops, restaurants, hotels, spas and media that want an official address of their own.
