Heading tags (also called H tags or headings) are the HTML elements used to introduce the headings of the content on a web page . They run in a hierarchy from H1 to H6 to define six levels of heading . So H1 will be the main heading of the document that the others start from. H6 may be the last one, but going past H4 is rarely necessary, or needed only on a very, very deep subject.
Schematically we can say the H1 tag is the subject or main heading of the page . H2 are the subheadings , and finally H3, H4, H5 and H6 give the content structure by dividing it into sections.
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Why do H tags matter?
Heading tags matter because they help make better sense of the structure of a text on a web page . They also affect the ranking of the page in two ways.
On one hand heading tags serve the purpose of classification, because Google looks at them to understand the content and make sense of it . A good structure therefore lets Google match your content to the search queries of the people you are aiming at.
HTML heading tags also help the ranking of the page indirectly, since presenting content in an orderly way improves the experience. Readers can then find what they came for easily, so they stay on the page longer (which lowers the bounce rate).
Given how much headings matter, using them correctly is important. You need to research in depth and use the right keywords , and make sure the subheadings under your main heading really are subheadings of it.
Headings should be relevant to the content of the page and look as natural as possible.
Seven good tips for heading tags
Now that we know why heading tags are necessary in SEO, let us see how to apply them correctly :
1- Use headings to build a good structure
Heading tags give an article structure and context. Each one should give the reader an idea in advance of what they will find in the text that follows.
2- Put keywords in your heading tags
Google takes headings into account as well when it works out the content of the page . They are a valuable source of information, so putting keywords into your heading tags can contribute to your rankings.
3- Use a single H1
Contrary to what many people think, Google has made clear that using more than one H1 on a page will not harm your SEO. That does not make it good practice, though, because readers treat H1s as the main heading , and giving them several can be confusing.
4- Write headings that hold interest
The first draft of a page may have headings that catch less attention, but it is well worth brainstorming to pick the most compelling one. That is a rule to follow for all headings and for the H1 in particular .
5- Break the text up with heading tags
The text should be easy to read, because that makes it more likely to do well in search engines, and content has to be well structured for good readability .
Shares on social media are not a direct classification factor, but the more a post is shared, the higher the chance of earning a backlink, which is a ranking factor.
6- Optimize headings for featured snippets
Heading tags appear to have a positive effect on ranking in Google featured snippets . Here are some promising practices:
Optimize your heading tags for long-tail keywords that suit voice search, then answer the query below using the text inside <p> paragraph tags.
Use smaller headings to sum up the separate items of a list. That way you stand a better chance of ranking for numbered or bulleted list snippets.
7- Keep your heading tags consistent
Since even the smallest detail can affect UX (the user experience), giving users a consistent experience is recommended . If you settle on a capitalization format, for instance, you should do the same on every page of the site.
A closing note
Heading tags are not a direct ranking factor, but they help with positioning. That is why it is important to overlook no detail and to write thoughtful headings that appeal to your audience.
Published: Updated: Türk SEM Academy
Author
Tahir Dinç
SEO Specialist · Founder of Türk SEM
I began this work in 1999 and became an ODP editor in 2004. Today I provide SEO and Google Ads services to a great many large companies. I also chair Türk SEM Group and run the companies within it.
