what do you need in a motherboard? no single board is "best" for everyone. what is the rest of the specs? cpu? storage? ram/usb/network needs?
narrow down the needed features first. this will leave a much smaller list of options. then look at the extra stuff those have and see if any of that is a plus for you. once you got it down to a few choices, then go with looks, colors, lighting and so on.
be sure to consider storage closely. a single m.2 drives is easy, but once you start trying to use 2 or more, then most boards require a compromise. so decide now how many sata drives you will use and how many m.2 you may want. this is a much bigger issue now than it has ever been before.
sure you only got one now, but as soon as you see one on sale will you all of a sudden want more? and so on and so on.