A landing page refers to the broad category of webpage that serves as an entry point or entrance page on a website.
When it comes to AdWords, you get to choose the landing page for each of your ads. But when it comes to search engine optimization, you have less control. Many people don’t realize that many, many visitors DO NOT enter their website through the homepage. In fact, for some websites, the primary homepage has fewer visitors than other pages on the website.
Whether you are focusing on SEO or AdWords, landing pages are part of the equation that search advertisers need to align in order to run successful digital search campaigns: (a) Keywords –> (b) Ad Text –> (c) Landing Pages. All three parts of the equation should be aligned tightly in order to drive good results for your organization.