When you begin the game by parachuting out of a plane you will be able to decide when you want to jump, where you intend to land, and how fast you dive down to your destination. You basically have two options, you can either choose to drop right into the middle of the map where the action will be, or as far away from it as possible and work your way there.
The best area to land is probably Bitter Lake for a number of reasons. Bitter Lake is the largest area on the map and its in the center which puts you at an advantageous spot to start maneuvering once safe zones start taking effect, it also offers lots of buildings for you to comb through for equipment. Rust Bay and the Training Base are two other good options.