How to Use Headings for SEO

Google’s offered a clear explanation of how Google uses H1, H2, HTML headings. This explanation shows the role heading elements play in ranking and how you should use them.

How to Use Heading Elements:

It is important to use headings to show the document structure. <h1> headings should be used for main headings, followed by <h2> headings, then the less important <h3>, and so on.

Note: Use HTML headings for headings only. Don't use headings to make text BIG or bold.

Background on Heading Tags for SEO

In the early 2000s, heading elements (H1, H2, and H3) were actual ranking factors. It was mandatory to add your keywords in the headings if you wanted to rank.

The word “rote” means doing something mechanically and out of habit, without thinking about it. Adding keywords to headings tags has become a rote SEO practice. It’s done not because it’s useful but because it’s a habit. Take a look at the top-ranked sites for almost any query and it’s highly likely you won’t see sites seeding heading tags with keywords.

Title Tags: The title tag is an HTML tag that exists in the head section of each webpage. It provides an initial cue or context as to what the topical subject matter is of the respective page it is on.

Unique Tags: Duplicate title tags are not helpful to searchers or search engines. If you have duplicate tags you’ll see them in Google Search Console or Bing Webmaster Tools reports and you’ll often find that the search engines have chosen to ignore your title tag and use other content it found on your page for the blue link text in the SERP.

What Mueller said: To explain that Google reads headings in the way they were meant to be, which is for understanding what the topic is of the paragraphs that follow the heading is about.

"We do use headings when it comes to search. But we use them to better understand the content on the pages."

• It is an outdated and rote SEO belief that H1 headings are more important as a ranking factor than H2 headings and that H2 headings are more important (as a ranking factor) than H3 headings and so on. The rote SEO belief is that one puts their most important keywords in the highest level heading and less important keywords in the lower level heading elements.
• The relative importance of heading tags, that H1 is more important than H2, used to be a real ranking factor over 15 years ago.
• Heading tags can indicate hierarchical levels of information, that several H3 headers are sub-topics of the previous H2. That’s not a ranking factor issue. It’s the proper organization of a web document.
• What Mueller appears to address is that rote SEO idea that one heading is more important than another heading for ranking purposes.

The Right Way to Use Heading Tags

• What John Mueller takes time to explain is that heading tags are useful for explaining what the text is about, which is the purpose of heading tags.
• Heading Tags come with various attributes to make user-friendly websites but Search Engines use these defined headings solely to index the structure and content of web documents including blog posts.
• Heading tags are crucial for the proper On-page SEO of your blog posts.

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