Techniques for provisioning a smart navigation service are presented. The provisioning can be performed by a name owner, by the smart navigation service itself, or by a third-party keyword service. The provisioned information can include an entity name, a keyword, and possibly other data correlated to at least one network locator. The navigation service electronically stores in navigation service persistent memory a rule correlating the entity name, the keyword, and, if used, the other data, to the at least one network locator, such that when the navigation service receives, from a client computer communicatively coupled to the navigation service, command data that includes the entity name, the keyword, and possibly other data, the navigation service responds to the client computer with the at least one network locator.