Octen-WebGR: Scaling Generative Retrieval to 200 Million Web Pages

Navigational search aims to find a single target page among hundreds of millions of web pages. Click tables work well for queries seen before but cannot generalise to new formulations, while embedding retrievers generalise across content but often rank navigational targets poorly. We introduce Octen-WebGR, a generative retrieval framework that stores web pages in the parameters of a language model: given a query, the model generates a two-token semantic identifier constrained to a table of real URLs. We develop Octen-WebGR-4B, which indexes 201 million web pages, and evaluate it on real navigational traffic from the month after training. Generative retrieval is most effective on new ways of asking for familiar pages: for unseen queries targeting pages with substantial interaction history, it ranks the correct page first 30.9% of the time, against 17.2% for a dense retriever trained on the same clicks (21.4% with a click prior). Embedding retrieval keeps an advantage on rarely visited pages, so the two approaches generalise on complementary sides, the query and the page. Over all navigational traffic, Octen-WebGR reaches 59.6% top-1 accuracy, against 46.5% for a click-enhanced dense retriever and up to 37.5% for frontier LLMs answering from memory, which cost at least 40 times as much per query. The 4B model runs on a single GPU with 10 GB of memory, compared with 412 GB for exact dense retrieval. Scaling experiments with up to 32 million URLs show that, when every query-page pair is seen equally often, the model size needed grows sublinearly with index size, and that retrieval is constrained more by page exposure than by model capacity. We release Octen-WebGR-4B and Octen-WebGR-0.6B with their identifier tables and inference code.