Why heading tags matter
- Readers scan headings to find what they need, and screen reader users jump between them to navigate.
- Search engines use headings to understand the structure and topics of a page.
- Featured snippets and AI answers often draw on content that sits under a clear, question-style heading.
Best practice
- Use one H1 that describes the page, usually close to its title tag. Google can handle more than one, but a single clear H1 is best for readers and accessibility.
- Keep the order logical: don’t jump from H2 to H4 because of the font size you want. Style headings with CSS instead.
- Write descriptive headings that say what the section covers, with keywords where they fit naturally.
- Don’t use heading tags for text that isn’t a heading, such as taglines or buttons.
Heading structure example
A page about “How to choose running shoes” has one H1 with the page title. It has H2s for “Know your foot type”, “Match shoes to the surface” and “Try shoes on”. Under the first H2, H3s cover flat, neutral and high arches. A screen reader user can jump straight to the section they need, and search engines see how the page is organised.
Heading checklist
- One H1 that describes the page.
- H2s for the main sections, in the order a reader needs them.
- H3s only inside an H2, and H4 only inside an H3.
- Headings that say what the section is about, in plain words.
- No headings used only to make text bigger. Style with CSS.
- No keyword stuffing in headings.
Heading mistakes
- Skipping levels, such as an H2 followed by an H4.
- Using the logo or a slogan as the H1 on every page.
- Headings that are vague, such as “More information”.
- Leaving empty heading tags in the template.
Heading FAQs
Can I use more than one H1?
HTML allows it, but one clear H1 is best for readers and accessibility. See title tags and on-page SEO.
Do headings affect rankings?
They help search engines understand the page, and clear structure supports featured snippets. See featured snippets and breadcrumbs.