A query primarily intended to locate a specific website, portal, or service page.
A navigational keyword suggests that the searcher already has a particular destination in mind. They may want a company website, a customer portal, an account page or a named resource. The goal is usually reaching that destination rather than surveying every provider in the market.
A brand name is a useful clue, but branded and navigational are not interchangeable labels. A query asking whether a named product is reliable may be a comparison or research task. A query combining that product’s name with login is more clearly about finding a specific access point.
For content planning, a navigational need often calls for a clear, recognizable destination rather than another explanatory article. Accurate titles, descriptive links and straightforward site navigation help users recognize where they are going. Avoid creating a page that appears to be another organization’s portal when it is not.
Takeaway: Make your own important destinations easy to identify. Separate existing-customer access needs from searches that are likely to generate new business.
Example
A customer searches for a laundry service’s name plus collection schedule. The useful destination is the current schedule or account area where that information is available. A general article about the benefits of laundry services would force the customer to keep searching.
What to check
Check branded queries for recurring access problems or unclear page names. Keep sensitive account functions protected even if their login page is publicly discoverable. A navigation label describes the likely task, not permission to expose private information.
For more detail, see How Google ranks results.