Landing page
What is a landing page?
A landing page is the first page a visitor sees when they arrive on a website, whether from search, an ad, an email or a link. In SEO, an organic landing page is the page that ranks in search results and receives the click. In marketing, “landing page” also means a standalone page built for one campaign.
Analytics tools report landing pages so you can see where sessions start. In GA4, the Landing page report groups sessions by the first page viewed; in Search Console, the Pages tab of the Performance report shows which URLs earned clicks from Google Search.
Why landing page matters for SEO
Most SEO decisions happen page by page. Knowing which landing pages bring organic visits, which engage and which produce key events tells you where to invest: improve the pages that already attract traffic but convert poorly, and build more like the ones that do both.
Landing page data also reveals problems. A page that suddenly loses organic sessions may have lost rankings, been de-indexed, or been replaced by another of your pages for the same query.
How to find your top organic landing pages
- In GA4, open Reports > Engagement > Landing page, and compare with Session default channel group = Organic Search.
- Sort by sessions, then look at engagement rate and key events for each.
- In Search Console, open the Pages tab in the Performance report to see clicks and impressions per URL, and click a page to see the queries it ranks for.
- For pages with many visits but few key events, review whether the page matches the intent of its top queries and has a clear next step.
Landing page FAQ
Is a landing page the same as a homepage?
Only when people arrive on the homepage. Any page can be a landing page; for most sites, most organic visits land on inner pages.
Should campaign landing pages be indexed?
Pages built only for ads or email, often with near-duplicate content, are usually better kept out of the index with noindex. Pages meant to rank should be indexable and written for search intent.
Related SEO terms
Google Analytics 4 (GA4) is Google’s free web and app analytics tool. It measures visits as events and reports where users come from and what they do.
Key events are the GA4 events you mark as important to your business, such as a purchase or sign-up. Google renamed conversions to key events in 2024.
Engagement rate in GA4 is the share of sessions that were engaged: lasted 10+ seconds, had a key event, or had 2+ page or screen views.
Search intent is the reason behind a search: what the person wants to know, find or do. Matching it is one of the most important parts of SEO.
Organic traffic is the visitors who reach your site by clicking an unpaid search result rather than an ad, link or social post.
Local landing pages are pages on your site for a specific location or service area, giving local details customers and search engines need.