Keyword lander (keyword block page)

A keyword lander is the stripped-down arbitrage page: a heading, perhaps a line of text, and a block of related search terms presented as buttons. The visitor picks one and is shown a results page of sponsored listings. It is the standard first step of a two-click flow.

The design descends from the parked domain page, which looked much the same. It is efficient because there is nothing else to do on the page, so Lander CTR is high.

That efficiency is also its problem. A page with little or no content offers the visitor nothing but a route to ads. Google's rules for Related Search on Content require sufficient textual content and bar related search units on low-value or ad-heavy pages, which is why Google-fed operations use a content page instead. Bare keyword landers survive mainly on feeds and set-ups whose terms allow them, such as some hosted and domain products.

For advertisers, the bare keyword page is the archetype of the placement they worry about: the visitor chose a keyword from a menu, not from their own need.

Think of it like this

A keyword lander is like a hotel lobby with nothing in it but a row of signposts. It works only if people already know where they want to go.