Heading tags (H1-H6): how to use them for structure, not tricks
Use H1-H6 headings to label sections, provide an accessible outline, and clarify page content. Audit rendered headings without treating hierarchy as a ranking trick.
Heading tags (H1, H2, H3, etc.) create the outline of your page. They’re primarily semantic labels for people and assistive technologies; search systems can also use prominent and heading text as one source for understanding a page.
You don’t need “heading hacks.” You just need clear, hierarchical structure.
The purpose of each heading level
- H1: the primary topic of the page. Usually one per page.
- H2: major sections that support the H1.
- H3: subsections that support an H2.
- H4-H6: deeper nesting (rarely needed for most content).
Headings should describe what comes after them, not just repeat the same keyword in different sizes.
Common heading mistakes to avoid
- Unexplained skipped levels: H1 → H3 can make the accessible outline confusing when the H3 is not actually nested under an H2.
- Keyword stuffing: stuffing headings with the same phrase repeatedly doesn’t help and looks spammy.
- Empty headings: headings with no text confuse everyone.
- Headings used for styling: if you just want big, bold text, use CSS, not an H tag.
How to audit heading structure
You can check heading structure using our SEO Audit Tool. Or view the page source and look for:
- one clear H1
- logical ordering
- descriptive text in each heading
Headings are one of the easiest places to improve clarity without rewriting everything.
Accessibility and search are different checks
The W3C Web Accessibility Initiative recommends nesting headings by rank and avoiding skipped levels where possible. A consistent outline helps screen-reader users navigate sections and understand relationships. See the W3C WAI headings tutorial.
That accessibility best practice should not be turned into a ranking claim. Google does not require a perfectly ordered heading tree or exactly one H1 to index a page. Using one clear primary H1 is still a useful editorial convention because it makes templates easier to review and the main topic easier to identify.
Audit the rendered heading outline
Check the page users receive, not only a CMS field:
- identify one clear primary heading for the page’s main purpose;
- verify that headings label real sections and describe the content that follows;
- inspect whether each lower rank is genuinely nested under the preceding section;
- find hidden mobile or desktop layouts that duplicate headings in the rendered DOM;
- keep headings concise and distinguishable rather than repeating the same keyword.
Use CSS classes for visual size. A heading’s semantic rank should describe document structure, not how large the text looks.
Link back to the glossary
Quick definition: Heading tags in the Glossary.
Related wiki terms
Q&A
Do multiple H1s hurt SEO?
In most modern sites, no. But it's still good practice to have one primary H1 per page for clarity and accessibility.
Should I put keywords in every heading?
Only if it makes sense. Headings exist to structure content, not stuff keywords. Write for users first.
How deep should my heading structure go?
Most pages don't need more than H3. If you're using H5 or H6 regularly, you might be over-nesting.