What Is Google’s Navboost Algorithm

Learn what Google's Navboost algorithm is and how it affects search engine optimization (SEO).

What Is Navboost?

Navboost is part of Google's ranking algorithm that refines and prioritizes search results based on users' past interactions with search results.

Navboost considers factors like location and device type and looks at click-based interactions.

Positive interactions (like clicks) suggest that a webpage is helpful and should be prioritized in future search results.

Negative interactions (like quickly leaving a page from search results) suggest that a webpage is unhelpful and should be less prominent in future search results.

The History of Navboost

Navboost was mentioned in a 2012 court document leaked to the Wall Street Journal, which contains a quote from Udi Manber (who was then at Google) confirming clicks play a role in Google rankings.

Around that time, marketers like Rand Fishkin hypothesized that user interaction signals affect search rankings and conducted experiments that supported those ideas. But Google representatives repeatedly dismissed these claims on places like Reddit and X.

Dwell time, CTR, whatever Fishkin's new theory is, those are generally made up crap. Search is much more simple than people think.

- Google's Gary Illyes, Reddit (2019)

Details about Navboost (including that it was launched in 2005 or earlier) emerged during Google's antitrust trial in October 2023. And more information about Navboost became clear after an anonymous source leaked thousands of Google documents in March 2024.

Why Does Navboost Matter for SEO?

Navboost matters for SEO because it means user interaction signals can impact your Google rankings-which seems to contradict what Google previously said about user interaction signals.

During the antitrust trial in October 2023, Google's Pandu Nayak testified : "Navboost is one of the important signals that we have."

If users don't click your results or engage with your pages, you may struggle to improve your search visibility. Or achieve other business results.

How Does Navboost Work?

Navboost works by storing 13 months of user interaction data and using this data to influence search results.

Essentially, Navboost gathers user interaction data and that's used to generate webpages' information retrieval (IR) scores.

IR scores measure webpages' relevance to search queries. These scores help Google to shortlist possible search results and ultimately rank search results.

Below are some of the click-related interactions possibly related to Navboost, according to a leaked Google document. For the most part, we have to speculate as to what these metrics refer to:

• absoluteImpressions
• badClicks
• clicks
• goodClicks
• impressions
• lastLongestClicks
• unicornClicks
• unsquashedClicks
• unsquashedImpressions
• unsquashedLastLongestClicks

Navboost segments user interaction data based on the user's locale and device type through a process known as "slicing." Which allows Google to prioritize results that performed well in similar search contexts.

For example, Navboost may prioritize a local business's result in a certain area if users are clearly looking for a business name rather than an otherwise common query.

What Is Google's Glue System?

Google's Glue system monitors user interactions with SERP features (non-traditional elements on the search results page) to help determine which features should show in the future.

This suggests that Glue works alongside Navboost to create the most engaging SERP possible.

For example, Glue may track the percentage of users who click "Show more" on an AI Overview like this:

And track the percentage of users who hover or swipe on a video carousel like this:

If a SERP feature receives poor engagement, Google may be less likely to display it on the same SERP in the future.

How to Optimize for Navboost

To optimize for Navboost, you need to get more Google users to click your results and engage with your content.

Here are some practical tips for improving your click-through rates:

• Build brand awareness. Use various methods to build brand awareness. That way, users are more likely to recognize your brand and click on your search results.
• Write compelling title tags and meta descriptions. Title tags and meta descriptions indicate what your page is about and can appear on the SERP. Ideally, they should convince users to click on your results over competitors'.
• Use schema markup. Schema markup is code that helps Google understand your content, and it can help you earn rich snippets (search results with extra, attention-grabbing features).
• Optimize for long-tail keywords. Long-tail keywords are highly specific search terms. They tend to attract less competition from other sites, meaning you can get a higher portion of clicks. Plus, people who use long-tail keywords tend to be more engaged with the topic.

And here are some tips for improving engagement once users are on your website:

• Reduce time to value. Make it easy for users to get what they need from your content by getting to the point quickly. To reduce the risk of visitors leaving your page soon after arriving.
• Analyze search intent. Before creating content focused on a given keyword, analyze the term's search intent (what the user wants to achieve). This will allow you to create more satisfactory content.
• Optimize for mobile devices. Use a responsive website design and adapt your content to ensure it delivers a great experience to users on mobile devices.
• Improve load speeds. Improve page load speeds so users are less likely to get impatient and leave your website.

Getting more clicks and better engagement is good for Navboost. But it's also rewarding on its own.

Start Tracking Key Performance Metrics

Track key performance metrics to see if your Navboost optimization tactics are working.

You can use Google Search Console to track your average rankings and click-through rates for top search queries. And use Google Analytics 4 to measure user engagement with your pages.

Alternatively, use Semrush's Organic Traffic Insights tool to view all your key metrics in one place.

You can monitor up to 10 pages for free.

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