Landing page
A landing page is the page a visitor first arrives on, often one built for a single campaign with one thing for the visitor to do.
A landing page is the page where a visitor arrives, or "lands," after clicking a link. In campaign marketing it usually means a page built for one purpose, such as an ad, an email or an offer, with one thing for the visitor to do: sign up, book, buy. In analytics it means simply the first page of a visit, whatever page that is.
Both meanings matter. The first is about converting people. The second tells you which pages are the front doors to your site.
What makes a good one
A campaign landing page matches the promise of the link that brought people there. If the ad says "first bag free," the page should say "first bag free" at the top. It keeps the page focused on one action, says plainly what the offer is and who it's for, and answers the obvious worries, like price, delivery and cancelling, before they become reasons to leave.
Landing pages from AI answers
AI answers send visitors too, and they often land somewhere you didn't plan. An answer cites the page that best supports what it said, which may be a two-year-old blog post, a help article or a comparison page as easily as your homepage.
For example, a ChatGPT answer about "coffee subscriptions you can pause" links to Fernhill Coffee's help page on pausing deliveries. That help page is now a landing page for people who are deciding whether to buy. Adding a short line about the subscription, and a link to start one, turns it into a better front door.
Campaign landing pages are often kept out of search on purpose, with a noindex tag or no links pointing to them, so AI answers rarely cite them. That's fine for a page built for paid traffic. Just make sure the pages you do want cited have the facts people need in plain text.
In AnswerOrbit
Connect Google Analytics, and the AI traffic tab in Website breaks down the visits AI assistants sent you by landing page, so you can see which pages people arrive on from AI answers. The Pages tab shows each page's AI visits next to how often the answers used and cited it. See Website and AI traffic.