landing page
Also called: entrance page, entry page
A landing page is the first page a visitor lands on when they enter your site during a session, also called an entrance page. In marketing and paid ads, the term also means a standalone page built for one campaign or conversion goal.
Two things people mean by “landing page”
The word carries two senses. In analytics it is session-scoped: Google Analytics 4 records the landing page as the first page a visitor sees when they arrive, and the same person can have two different landing pages across two sessions. GA4 reports it as the basic URL path, without query parameters. In paid search the term is narrower, a standalone page built for one campaign, which Google Ads defines as the webpage where people end up after they click an ad, and which feeds into landing page experience and Quality Score.
For organic search you rarely choose your landing pages. Google decides which URL to rank and send a searcher to, so a blog post can become a top entrance page while a polished service page sits unseen. Each landing page is a first impression, and the GA4 Landing page report shows where real sessions actually begin.
Example: open the Landing page report, sort by sessions, add Session source / medium as a secondary dimension, and filter to organic. The top rows are the pages doing your SEO heavy lifting. If one of them pulls strong traffic but shows low engagement time or few conversions, that gap is worth fixing before you chase new keywords.
How it affects your traffic
Your organic landing pages are where SEO wins or leaks traffic. An SEO audit maps which URLs Google actually ranks and sends sessions to, then checks each top entrance page for the factors that decide whether that traffic stays: intent match, title and meta relevance, page speed, internal links, and technical health. When your best-converting page is not the one earning sessions, or a high-traffic landing page shows weak engagement, the audit surfaces that gap and puts it near the top of the fix list.
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