# Landing page

> As defined in the Google Ads glossary, a landing page is the web page people arrive at after clicking an ad.

Original page: https://t10.de/en/glossary/landing-page
Publisher: total10 GmbH, https://t10.de/en/glossary

The [Google Ads glossary](https://support.google.com/google-ads/answer/14086?hl=en) defines the term for advertising, and there a landing page is usually the same as the ad's final URL, the address the ad points to.

In SEO we use the term more widely, for the pages people reach from unpaid search results. This wider sense is our own usage; we have found no primary definition for it.

Google's [spam policies](https://developers.google.com/search/docs/essentials/spam-policies) address one abuse of such pages. They call it doorway abuse when sites or pages are created to rank for specific, similar search queries and lead users to intermediate pages that are not as useful as the final destination.

We write landing pages for categories, filters and topics together with the product and category copy, built on the shop's real product data, linked internally and written for people. Brand pages can serve as landing pages too, as they do in Cold Steel's shop, one of our client projects.

## See also

- [Conversion](https://t10.de/en/glossary/conversion): In an online shop, a conversion is a visitor going on to buy, and the conversion rate is the share of visitors who become buyers.
- [SEO](https://t10.de/en/glossary/seo): SEO, or search engine optimisation, is the work of helping search engines understand a site's content and helping people find the site through search and decide whether to visit it.
- [Canonical](https://t10.de/en/glossary/canonical): A canonical URL is the web address a search engine selects as the most representative of a set of pages with duplicate content; choosing it is called canonicalisation.

## Where the term appears

- [Category copy and SEO landing pages](https://t10.de/en/seo)
- [Online shops: AI Content Optimization](https://t10.de/en/online-shops)
- [Cold Steel: brand landing pages](https://t10.de/en/portfolio/coldsteel)
- [Battle-Merchant](https://t10.de/en/portfolio/battlemerchant)

## Sources

1. [Landingpage](https://support.google.com/google-ads/answer/14086?hl=de), Google Ads-Hilfe, accessed 2026-11-07
2. [Spamrichtlinien für die Google Websuche](https://developers.google.com/search/docs/essentials/spam-policies?hl=de), Google Search Central, accessed 2026-11-07