What is a Navigational Query?
A navigational query is a search performed when users want to locate a specific website or web page. These queries are typically made with the intent of reaching a known destination and often include brand-specific or product-specific terms.
Here are some examples of navigational queries:
- digital nomads hq
- spotify login
- ebay customer service
- paypal sign in
- bbc news
- linkedin jobs
Popular searches like “Instagram” and “Twitter” are also navigational queries. Many users find it convenient to access websites by searching for them directly on Google. As you can see, navigational queries usually include brand or service names, indicating that users clearly know the site or page they want to visit next.
Importance of Navigational Queries
Navigational queries are an alternative to typing a URL directly into the browser. Since users already know the destination they want to reach, they use these queries to access the desired website or page quickly.
They also help users locate specific pages within a website without needing to browse through the homepage or remember the exact URL. For example, if you want to revisit a guide you’ve previously seen but didn’t bookmark, you might search for “Spotify Wrapped Overview” instead of navigating through Spotify’s menus.
Similarly, searches like “LinkedIn privacy settings” or “BBC weather forecast” are navigational queries, not just simple brand searches like “LinkedIn” or “BBC.”
Can You Optimise for Navigational Keywords?
Now that you understand how navigational queries help users find specific websites, you might wonder, “Is it possible to optimise for navigational keywords to rank for them?”
If you don’t own the brand in question, your chances of ranking for a navigational query are very low. It wouldn’t be very beneficial either since users searching for a navigational query already know exactly where they want to go.
However, if you own the brand, you’re likely to rank for navigational queries naturally. Google tends to favour ranking the official site for brand-related searches.
That said, competitors might use search ads to bid on your brand queries. In such cases, bidding on your branded keywords can be a good strategy to prevent competitors from diverting your traffic.
To improve your chances of ranking for your own brand terms organically, make sure your website includes the following:
- Your brand name
- A description of your services
- Your physical address
