Navigational Query

What is a Navigational Query?


A navigational query is a type of search engine query where the user’s intent is to find a specific website or webpage. Unlike informational or transactional queries, where the user seeks information or intends to perform a transaction, navigational queries indicate that the user already has a particular destination in mind but uses the search engine to navigate there directly. This type of query often includes the name of a brand, company, or service.


Navigational queries can be categorized based on the nature of the destination:

  • Brand Queries: These include the name of a brand or company. Users are specifically looking for the official site or a specific page within it. Example: “Nike.”
  • Service Queries: When users are searching for a specific service and possibly know the provider. Example: “Gmail login.”
  • Product Queries: These are specific to a product name when the user is looking for the official product page. Example: “iPhone 13 details.”
  • Person or Entity Queries: When the search is for a specific person, group, or entity’s official page. Example: “OpenAI blog.”


  1. Brand Query: A user types “Facebook” into a search engine, intending to visit Facebook’s homepage.
  2. Service Query: Searching for “Dropbox login” because the user wants to access their Dropbox account.
  3. Product Query: Entering “Microsoft Office download” to find the official download page for Microsoft Office.
  4. Person or Entity Query: Typing “Taylor Swift official website” to find Taylor Swift’s official webpage.

Navigational queries are crucial for SEO (Search Engine Optimization) because they reflect high brand or product recognition. Websites aim to optimize their pages to capture users directly through these queries, ensuring that their site appears as the top result for searches specifically targeting their name or products.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

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