Navigational search intent: optimise your SEO strategy

In SEO, understanding what motivates a search is crucial for attracting qualified traffic and boosting conversions. To explore this further, read our article on search intent, which sets out the foundations of the customer journey. Here, we focus on a specific category: navigational search intent, a vital lever for building visitor loyalty and strengthening your digital presence.

Navigational search intent: what you need to know

What is navigational search intent?

Navigational search intent describes when a user turns to a search engine to reach a particular website or page directly, rather than looking for general information or intending to make a purchase. Typically, the user knows exactly which site they want to visit, such as when typing “Incremys login” or “EDF customer portal”.

How can you identify a navigational search?

Navigational queries are easy to spot by the presence of a brand name or a specific service. They may be short questions (“access my account”) or include navigation-related terms. These searches usually have a high conversion rate, as the user’s intent is clear and focused on reaching a particular destination.

Examples of navigational searches: practical scenarios

For example, if someone searches for “Incremys SaaS 360 platform”, they want to go straight to Incremys’ 360° SEO SaaS solution. It’s essential to optimise key pages such as your homepage or client area to capture this valuable traffic.

SEO strategies: why and how should you adapt to navigational searches?

Optimising for navigational intent means having a clear site structure and precise SEO markup. The Incremys platform automates this categorisation and integrates data from Google Search Console and Analytics to pinpoint the navigational queries that generate the most clicks. Creating dedicated landing pages and regularly updating your content ensures a seamless user experience. For more insights, see how SEO content strategy is evolving in the age of generative AI in our video below:

The different types of search intent and their impact on SEO

What are the four main types of search intent?

There are four main types of search intent: navigational, informational, transactional and commercial. Each requires a tailored editorial approach to attract and convert your audience.

How do navigational, informational, transactional and commercial intents differ?

Navigational searches are aimed at a specific site; informational queries answer a question (“what is SEO?”); transactional searches are for making a purchase (“buy Incremys licence”); and commercial searches focus on comparison (“Incremys vs competitor reviews”). Each type reflects a different level of user engagement.

Why develop a tailored SEO strategy?

Aligning your SEO strategy with search intent increases the relevance of your content and improves conversion rates. Segmenting by intent, made possible by Incremys’ AI, gives you a clear view of key touchpoints and guides the creation of bespoke content. To stay up to date with the latest SEO best practices, follow the insights and advice on the Incremys Blog.

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