What is a Navigational Query?
A navigational query is a search query made with the intention of finding a particular website or specific web page. These queries are usually brand-specific and are used by users who already know where they want to go. Instead of typing the full URL into their browser's address bar, users rely on search engines to quickly direct them to the desired website.
Here are some examples of navigational queries:
- “ranktracker”
- “webmd symptom checker”
- “amazon prime”
- “usa today”
- “netflix”
“youtube” and “facebook” are among the most searched queries on Google, both of which are navigational queries. Users often find it more convenient to use search engines to reach a website than to type the URL directly.
Navigational queries typically contain specific brand names or product terms, indicating that users are clear about their intended destination.
Why are Navigational Queries Important?
Navigational queries serve as an alternative to typing a URL address into a browser. Users who know where they want to go use these queries to quickly and easily navigate to a website.
Navigational queries also help users find specific pages on a website without needing to browse through the homepage or remember complex URL structures. For instance, if a user wants to revisit a guide on broken link-building they saw on Ranktracker but didn't save, they might search for “Ranktracker broken link building guide” on Google.
Similarly, queries like “Ranktracker content explorer” or “Ranktracker keyword research guide” are navigational queries, directing users to specific tools or guides on the Ranktracker website.
Can You Optimize for Navigational Keywords?
Knowing that navigational queries assist users in finding your website, you might wonder if you can optimize your site or specific pages to rank for these queries. If you do not own the brand, ranking for its navigational queries is unlikely.
However, if you own the brand, you will naturally rank for navigational queries related to your brand. Google aims to serve the most relevant result, which often means the official brand page.
Competitors may attempt to rank for your brand’s navigational queries using search ads. Therefore, it can be beneficial to bid on your own branded keywords to prevent competitors from capturing traffic intended for your site.
To improve your chances of ranking for your brand terms organically, ensure your website includes the following:
- Brand Name: Clearly display your brand name across your site.
- Description of Services: Provide detailed descriptions of your services or products.
- Contact Information: Include your address and other contact information to enhance your site’s credibility and relevance.
By implementing these elements, your website becomes more likely to rank for branded (and thus navigational) keywords.
Additional Tips for Navigational Query Optimization
- Consistent Branding: Maintain consistent use of your brand name and logo across all web pages to strengthen brand recognition.
- SEO Best Practices: Utilize SEO best practices, including meta tags, alt text, and structured data to help search engines better understand your site.
- Monitor Search Trends: Keep an eye on search trends and adjust your content strategy to align with how users search for your brand.
- Local SEO: If applicable, ensure your business is listed in local directories and has a Google My Business profile to capture navigational queries with local intent.
By understanding and leveraging navigational queries, you can enhance your website’s visibility and ensure users can easily find your site when they need it.
