Navigational Keywords

Navigational keywords are search terms people use to reach a specific website, brand or page they already know about. Examples include BBC News, Tesco login or HMRC self assessment. The searcher is not exploring options: they want to get somewhere quickly.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What navigational keywords look like

Navigational keywords match the navigational type of search intent. They usually include a brand or website name, sometimes with a page or feature:

  • Facebook
  • Amazon returns
  • NatWest online banking login
  • John Lewis opening times Oxford Street
  • Gmail

Many people type brand names into Google instead of the address bar, which is why some of the most searched terms in the UK are brand names.

Why they matter

For most sites, navigational searches for other brands are not worth targeting. If someone searches for a competitor’s login page, they want that competitor. Trying to rank there rarely works and may confuse users.

Navigational searches for your own brand matter a great deal:

  • They are a form of branded search and show that people know and remember you.
  • They usually convert very well, because the person has already chosen you.
  • If you do not rank first for your own name, you lose visitors to directories, review sites or competitors.

How to optimise for your own navigational searches

  1. Make sure your homepage title tag includes your brand name clearly.
  2. Give key pages clear names, such as Login, Contact, Pricing or Returns, so searches like brand plus login find them.
  3. Use a clean site architecture so Google can show sitelinks under your main result.
  4. Claim and complete your Google Business Profile and other official profiles.
  5. Add Organization structured data with your logo and official social profiles.
  6. Check that your brand name is used consistently across the web.

Understanding your brand results page

Search your brand name and review the whole results page. Look at what appears in the knowledge panel, which review sites rank, whether People Also Ask questions mention problems, and whether competitors bid on your name in ads. Brand searches with words like reviews, complaints or vs show what people want to know before choosing you, and you can answer those questions on your own site.

If a third-party site outranks you for your own name, find out why. Common causes include a new or rebranded domain, a homepage that does not mention the brand clearly, a shared name with another business, or technical problems such as the homepage being blocked or set to noindex. Fixing the basics usually resolves it. Where the name is shared, distinctive branding, consistent profiles and links from relevant local or industry sites help search engines tell the two businesses apart.

Measuring navigational traffic

In Search Console, filter queries containing your brand name to see branded impressions and clicks over time. Growth in branded searches often follows successful marketing, PR or word of mouth. It is also helpful to separate branded and non-branded traffic in reports, so that your brand demand does not hide how well your site performs for generic searches.

Key Takeaways

  • Navigational keywords are searches for a specific brand, website or page.
  • Targeting other brands’ navigational terms rarely works.
  • Searches for your own brand convert well and should land on your site.
  • Clear page names, site structure and Organization schema help Google show the right pages.
  • Track branded and non-branded traffic separately.

Related Terms

Curious how this applies to your website? Request a free SEO check-up, or keep learning in the SEO Encyclopedia.