Landing Page
The specific page a user arrives on from a search result, ad, or link. In SEO, optimising landing pages means matching page content to search intent - give people exactly what they searched for.
Why It Matters
In SEO, your landing page is where the promise of your search listing either gets fulfilled or broken. The title tag and meta description set expectations. The landing page delivers. If there's a mismatch between what the searcher expected and what they find, they bounce - and that behaviour signal tells Google this page isn't satisfying users.
The best-ranking landing pages are ruthlessly aligned with search intent. Informational queries land on comprehensive guides. Commercial queries land on comparison pages. Transactional queries land on pages with clear calls to action.
In Practice
Map each target keyword to a specific landing page. Make sure the page content directly addresses the search intent behind that keyword. If someone searches "best CRM for small businesses," they expect a comparison - not a sales page for one specific CRM.
Optimise the above-the-fold experience. The H1 should confirm the visitor is in the right place. The first paragraph should address their need directly. CTAs should be relevant to their stage in the buyer journey.
Measure landing page performance by keyword in Google Search Console and Google Analytics. Track not just traffic but bounce rate, time on page, and conversion rate per landing page.
Related Terms
Glossary
Search Intent
The reason behind a search query - matching it is more important than matching keywords.
Glossary
Above the Fold
The visible part of a web page before scrolling - where first impressions happen.
Glossary
Conversion Rate
The percentage of visitors who take a desired action - the metric that actually matters.
Glossary
Bounce Rate
Percentage of visitors who leave after viewing just one page on your site.
Know the Words.
Now See Them in Action.
Free teardown. No jargon. Just what's broken and how to fix it.
Get The Teardown