The top-level domain (TLD) “.best” is a generic TLD (gTLD) that stands for best in the Internet Domain Name System (DNS). The DNS is a hierarchical and decentralized naming system for computers, services, or other resources connected to the Internet or private networks.
The “.best” TLD was initially created to provide a dedicated space for businesses or individuals who want to promote the very best of their products or services. However, it is a generic TLD, so it can be registered and used by anyone for any purpose.
According to Web Technology Surveys, as of August 31, 2021, the “.best” TLD has a market share of approximately 0.002% with about 70,000 registered domains. This indicates that while the TLD is available to the general public, it has not massed widespread usage thus far.
There are various potential benefits of using a “.best” TLD for a website. One major advantage is that it conveys a clear message about the quality of the content, products, or services being offered. For example, a website could use a “.best” domain to suggest that it offers the best pizza in a certain city (e.g., www.chicagopizza.best), or the best guide to digital marketing (e.g., www.digitalmarketingguide.best), it can also be used by individuals to promote their personal achievements, or to offer a product review site (e.g., www.productreviews.best).
Another potential advantage of umsing the “.best” TLD is related to SEO (Search Engine Optimization). Some studies (including one from SEMRush), suggest that having a keyword in a domain name can provide a small ranking advantage. However, Google’s John Mueller has stated that keywords in a TLD don’t give any advantage or disadvantage in search.
As for where to register a “.best” domain, there are many domain registrars offering the TLD. Some recognized providers include Namecheap, Godaddy, and Dynadot.
In summary, the “.best” TLD is a gTLD that can be registered by anyone, and it is ideally suited for those who want to convey a message about quality in their domain name. While it has not gained widespread use, there are potential benefits related to communicating quality and possibly (though debatably) gaining a slight SEO advantage. Before you make any final decisions, however, you should take into consideration your brand’s specific needs and strategies.
Sources:
1. Web Technology Surveys: Usage statistics of .best for websites – (https://w3techs.com/technologies/details/over-best)
2. O’Reilly Media: DNS and Bind – (https://www.oreilly.com/library/view/dns-and-bind/0596100574/)
3. ICANNWiki: .best – (https://icannwiki.org/.best)
4. SEMRush: How to Choose a Domain Name for Maximum SEO – (https://www.semrush.com/blog/how-to-choose-a-domain-name-for-maximum-seo/)
5. Google Webmasters Central Blog: Google’s handling of new top-level domains – (https://developers.google.com/search/blog/2015/07/googles-handling-of-new-top-level)
