Guests now get their answer from Google and AI assistants before they reach a website. Here is what that changes for a spa, 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 spa's own page is never opened.
US Google searches
Ended without a click, 202668%
Ended without a click, 202460%
Clicked through, 202632%
SparkToro, zero-click study on Similarweb clickstream data (US, Jan.–Apr. 2026)
8%
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 spa is to be the source that answer names.
Visits that clicked a search result
No AI summary on the page15%
With an AI summary8%
Pew Research Center: 68,879 Google searches by 900 US adults (April 2025)
The figures are rounded and attributed to their publishers. Both measure Google search in the US.
Built to be found by AI
More and more guests ask an AI assistant for the best spa 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 spa nearby 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 spas.best/yourspa puts “best” in the spa’s own address, and gives assistants one clear page to cite for it.
Meltwater × LinkedIn Ads, LinkedIn AI visibility study (2026): share of top-cited LinkedIn content by format. No ranking or citation is promised.
Most cited content types
“Best X” listicles54%
Side-by-side comparisons50%
“How to choose” guides33%
Educational explainers17%
Thought leadership + data8%
01
“Best” is already in the address
People ask an assistant for the best spa nearby. On a .best hub, the word in their question is already in the spa's own address: spas.best/yourspa.
02
One page an assistant can read
What the spa 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 spa reads as one name rather than a handful of handles that may or may not be the same spa.
04
The source is the spa itself
When an assistant cites the hub, it cites the spa's own page — not a booking platform, 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 spa is.
spas.best/yourspa is an address the spa holds, a hub it opens, and a follow that is held against it.
Your spa. At the Best address.
spas.best/yourspa for free, and on Pro yourspa.spas.best — the spa's own address, easy to say at reception and easy to find.
maisonaurore.spas.best
Address ofMaison Aurore
PlanPro
spas.Best brandingRemoved
All your links in one place
The treatment menu, the booking, gift cards and the way in on one page, at one address printed on the voucher.
Maison Aurorespas.best/maisonaurore
Book a treatment
The newsletter
Super Follow: Grow your guests
Guests follow the spa at its address, not a booking app's — so regulars hear about the new ritual from the spa itself.
Super Follow
12,846+24%
Held atspas.best/maisonaurore
Moves with the nameYes
Click analytics
See what guests press — book, menu, gift cards — counted at the spa's own address rather than inferred from a platform's dashboard.
Link clicks, this month
48,209+18%
Measured atyour own address
Send messages to Super Followers
The new season, the quiet-weekday offer, the members' evening: written once, and it lands with every Super Follower.
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
The members' ritual, early booking, the regulars' code: rows that open for the guests who followed the spa, and stay shut for everyone else.
On the spa'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 spa’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.
Ready to create your spa's hub?
For the day spas, hotel spas, thermal baths, med spas and wellness salons that want an official address of their own.
