What Is a Navigational Query?
A navigational query is a search made with the specific goal of finding a particular website or page, rather than researching a topic or comparing options.
Examples
Searches like “facebook login,” “ahrefs pricing page,” or a brand name on its own (“nike”) are all navigational — the searcher already knows exactly where they want to end up and is using search as a shortcut to get there rather than to explore alternatives.
How It Differs from Other Intent Types
Informational queries seek to learn something; transactional queries signal readiness to take an action like a purchase; navigational queries are about reaching a known, specific destination. Ranking well for navigational queries tied to your own brand is usually straightforward, since you’re the obvious and expected answer — the bigger challenge is capturing informational and commercial queries where a searcher hasn’t decided on a destination yet.
