A landing page, sometimes called a destination page, is the web page that visitors arrive at after they click the link on a search engine results page. A landing page can be the first page of a website that was advertised on the search engine results page, or from one of the natural results from the search query. This page generally displays logical information, usually something that pertains directly to the keywords searched, or has the keywords directly on the page. This can be a transactional or a reference page as well. In pay per click and other paid inclusion campaigns the landing page is considered the place where “the deal is closed” which basically means that visitors decide on the landing page whether they are going to use the service of the web page or not.
There are two types of landing pages, transactional and reference pages. Transactional pages are landing pages that encourage a visitor to complete a transaction of some kind, such as filling out a form, interacting with objects on the page, or having some type of reaction occur. A reference landing page provides a visitor who has clicked on a link with information of some type. This information can include text, images, graphics, sounds, links, or other elements. The goal of these two types of landing pages is the same, to make the visitor a conversion, meaning a potential or new client.
Every page that is indexed by a search engine is considered a potential landing page. In search engine optimization, every page that has the potential to become a landing page is given keywords and phrases that have the best potential for organic or natural search engine optimization. Using search engine optimization on every page of a website that has the potential to become a landing page makes sure that the page will rank well naturally.