When searchers use a commercial web search engine to go to a specific website, the search query is classified as a navigational search.Navigational searches are more common than one might imagine. In fact, you probably perform navigational searches without realizing it.
For example, suppose you want to go to eBay to do a little shopping. How do you arrive at eBay’s home page? Do you:
1. Go to the address bar in your preferred web browser (Firefox, Explorer, etc.) and type in: www.ebay.com?
2. Go to Google and type in the word “ebay” (without the quotes) and click on the first link in the search engine results page (SERP)?
3. Use the search function in your browser toolbar and type in the word “ebay” (without the quotes) and click on the first link in the SERP?
4. Look through your bookmarks and select the eBay option?
If you do numbers 2 and/or 3, you have performed a navigational search on a web search engine. You are using Google, or your preferred web search engine, to navigate to eBay’s home page.
Navigational keywords are the words, phrases, abbreviations, and portions of domain names and URLs that web searchers use to go your website via the commercial web search engines. For any SEO project, you should always make it easy for searchers to find your official company website.
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