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What is a Navigational Query?

A navigational query is a search query used by visitors heading to a particular webpage or site.

Navigational queries typically contain branded keywords. That is, they include all or part of the brand name or site the searcher is heading to. For example, Coke, Apple、 と Coca-Cola website are navigational queries. 

In response, search engines will return websites and pages belonging to the site mentioned in the search query. The search results page may also include news, products, videos, and social media profiles of the product or brand.

For example, Apple’s website and news appear at the top of the search results page when we search for Apple. Information about Apple, including its social media handles, is displayed in a knowledge panel on the right side of the page.

Sample of a search results page for a navigational query

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