Navigational search is a type of search query where users input specific brand or website names to navigate directly to those pages. This type of search aims to find a particular website or webpage, rather than searching for information about a specific topic.
Navigational search queries can be beneficial for brands as they indicate high brand loyalty and engagement with a website. It also saves users time by taking them directly to the website they want to visit, rather than having to sift through search results.
Brand search is a navigational search where users enter the name of a particular brand into the search engine with the intention of visiting that specific brand's website.
For example, if a user wants to visit Nike's website, they would type "Nike" into the search bar instead of searching for "athletic shoes".
Domain search is another form of navigational search where users input the domain name of the website they want to visit.
For example, if a user wants to visit Amazon's website, they may type "Amazon.com" directly into the search bar instead of typing "online shopping websites".
URL search is similar to domain search in that users input the full URL address of the page they want to visit directly into the search bar.
For example, if a user wants to visit https://www.google.com/maps, they would type "https://www.google.com/maps" directly into the search engine.
A website's internal link structure can impact navigational searches as it determines how easy it is for users to find their way around a site.
A well-organized internal link structure can make it easier for users to navigate directly to different pages on a site and increase the likelihood that they will return in future navigational searches.
Indexability refers to the ability of search engines to index pages on a website. If a website is not easily indexable, users may have difficulty finding it through navigational searches.
Having an indexable website with high-quality content and clear organization can increase the chances of users finding the website through navigational search.
Navigational search is important for brands as it indicates high brand loyalty and engagement. Users who perform navigational searches have typically visited a brand's website before and are likely to return in future navigational searches.
In addition, if a brand's website is easily accessible through navigational search, it can increase brand awareness and recognition.
