Navigational search intent

What is navigational search intent?

Navigational search intent is a searcher’s goal of reaching a specific website or page without typing the URL directly. Typical queries include a brand name, such as “amazon customer service” or “bbc weather”. The searcher already knows the destination and uses the search engine as a shortcut.

Why is navigational search intent important?

• Your own brand: people who search your name already know you and are close to contacting or buying.
• Little room for extra traffic: you can rarely compete for someone else’s brand name.
• Brand protection: if a competitor or reseller outranks you for your own name, you lose customers.

Examples of navigational search intent

• “facebook login”
• “amazon returns”
• “lloyds bank opening times”
• “[your company name] contact”

How do you deal with navigational search intent?

Make sure your website ranks first for searches on your own brand name, with a clear title and good sitelinks. Offer the page people are looking for straight away, such as contact or login. Read more about being visible in Google under SEO.