Navigational Keyword
A search from someone who already knows where they want to go and is using the search box as an address bar.
Analogy Mental model
A shopper walking into a mall and asking the guard which floor the restaurant is on. They are not browsing, they are navigating.
In practice What you actually do
The only navigational terms you can own are your own. Make sure the brand name plus login, pricing or support all return your site first, and that each one lands on the page the query implies rather than dumping everyone on the home page.
Where people get burned Pitfalls
Building a page to intercept a competitor's login traffic is worthless at best. The visitor wanted the other company and bounces immediately, and in some jurisdictions the trademark problem costs more than the traffic was ever worth.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →