Heading Hierarchy SEO: How to Structure Headings for Better Rankings
- Lowri
- 4 days ago
- 6 min read
If you're starting your SEO journey, learning about the importance of headings should be top of your list.
It’s great to learn about high-level elements like backlinks, keywords, and metadata—but learning about heading structure will save you heaps of time as you won’t have to go back and restructure your content.
Headings not only break up content for readability but also give search engines context about the structure and relevance of your content.
If you’re not using heading tags correctly, you could be missing out on both ranking opportunities and user engagement.
In this guide, we’ll explore:
What heading tags are
The difference between H1 to H6
Why heading tags are important for SEO
Best practices for heading tag hierarchy
How to structure your headings for humans and search engines
Let’s get into it.
What Are Heading Tags in HTML?
Heading tags are HTML elements that define the titles and subheadings within a webpage.
They range from <h1> to <h6>, with <h1> being the most important and <h6> the least.
Here’s how heading tags are typically used:
<h1>This is a Main Heading</h1>
<h2>This is a Subheading</h2>
<h3>This is a Sub-subheading</h3>
Each tag creates a hierarchical structure, like an outline, which helps organise your content logically.
We can even use this blog as an example:
<H1> Heading Hierarchy SEO: How to Structure Headings for Better Rankings </H1>
<H2> What Are Heading Tags in HTML? </H2>
<H2> Why Are Headings Important for SEO? </H2>
<H2> Heading Tags and Hierarchy: What’s the Difference? </H2>
<H3> Example of Heading Hierarchy: </H3>
Heading Hierarchy SEO Best Practises
When it comes to on-page SEO, headings do more than just organise your content — they help search engines interpret the structure and intent of your page.
Implementing proper heading structure improves crawlability, enhances readability, and contributes to stronger rankings. Below are the key best practices to follow:
1. Stick to the Hierarchy
Headings should follow a clear and logical order, starting with <h1> and cascading down through <h2> to <h6> based on the depth of the content.
Avoid skipping levels — jumping from an <h1> to an <h4>, for example, creates confusion for both users and search engines.
This can result in a disorganised page that’s harder to understand and less accessible.
2. Every Page Should Have Exactly One H1 Heading
The <h1> tag should be used once per page to represent the main topic or focus of the content. It serves as the digital equivalent of a book title, giving users and search engines a clear idea of what the page is about.
Using multiple <h1> tags can dilute your content's focus and confuse crawlers about the page’s purpose. Instead, use <h2> to <h6> tags to break down content into sections and subsections.
3. Integrate Keywords into Your Headings
Including your target keywords in headings helps reinforce relevance and improves your chances of ranking for those terms.
However, this must be done naturally — forcing keywords into headings can make them awkward or spammy, which hurts both UX and SEO.
Focus on semantic variations, long-tail keywords, and clear, compelling language.
Examples:
Instead of: <h2>Best Marketing Tools Marketing Tools Free Marketing Tools for SEO>
Try: <h2>Top Free Marketing Tools for Small Business Owners>
Also, use heading tags to target secondary keywords throughout the page. For example, if your main keyword is "email marketing", related headings might include:
<h2>Email Marketing Best Practices>
<h3>Email Automation Tools to Consider>
<h3>Tips to Improve Open Rates>
4. Use Heading Structure to Improve User Experience
Headings make your content easier to skim, scan, and navigate — especially on mobile devices, where long-form content can be overwhelming.
Well-structured headings help:
Break content into manageable sections
Guide users to the information they’re looking for
Reduce bounce rates by improving readability
Enhance the overall visual hierarchy of your page
Think of headings as road signs:
Just like signs help drivers know where they are and where to turn, headings guide readers through your content journey.
For example, on a long-form blog titled “The Complete Beginner’s Guide to SEO”, clear headings like:
H2: What is SEO?
H2: Why SEO Matters for Your Business
H2: How to Get Started with SEO
H3: Keyword Research
H3: On-Page Optimisation
H3: Link Building Basics
… allow readers to jump directly to the section they’re interested in — whether they’re new to SEO or just looking for a refresher on a specific tactic.
Heading Tags and Hierarchy: What’s the Difference?
Heading tags are the HTML elements (<h1>, <h2>, etc.), while heading hierarchy is how you organise them in a structured, meaningful order.
A good heading hierarchy follows this structure:
<h1>: The main title of the page. Use only one per page.
<h2>: Main sections that support the H1.
<h3>: Subsections that support the H2 above them.
<h4> to <h6>: Use as needed for deeper content layers.
Example of Heading Hierarchy:
<h1>Ultimate Guide to Local SEO</h1>
<h2>What Is Local SEO?</h2>
<h3>Benefits of Local SEO</h3>
<h3>How Local SEO Works</h3>
<h2>Local SEO Ranking Factors</h2>
<h3>Google Business Profile</h3>
<h3>Local Citations</h3>
Keeping a clear, logical flow helps both users and search engines make sense of your content.
Best Practices for Heading Tag Usage
1. Use Only One H1 Tag Per Page
Your <h1> should act as the headline of the page, often matching or closely aligning with your page’s meta title or primary topic.
Avoid using multiple H1s—this can confuse search engines and dilute topical relevance.
2. Include Keywords Naturally
Use your primary keyword in the H1, and incorporate secondary keywords in H2s and H3s where relevant—but always make it sound natural.
Keyword stuffing in headings can hurt readability and rankings.
3. Maintain a Logical Heading Hierarchy
Don’t jump from an <h2> to an <h4> without a connecting <h3>. Heading levels should reflect the importance and flow of your content. Think of your headings like a table of contents.
4. Use Headings to Break Up Long-Form Content
Every few paragraphs, insert a heading to guide the reader. This makes your content more digestible and increases scalability—both important for UX and SEO.
5. Style Headings with CSS, Not HTML
Don’t use heading tags to simply make text bold or large. Reserve them for semantic structure, not visual design. Use CSS classes to style your text instead.
How to Optimise Headings for SEO (and People)
Optimising headings isn't just about adding keywords. It’s about creating clarity and intent.
Here are some tactical tips:
Use action-oriented language: Turn bland headings into hooks (e.g., “Local SEO Tips” becomes “Actionable Local SEO Tips for Small Businesses”).
Add questions into H2s or H3s (e.g., “What Is Technical SEO?”)—these may appear in featured snippets.
Keep headings concise and descriptive: Headings should tell readers exactly what to expect in the section that follows.
Make headings hierarchical, not decorative: Don’t use a higher-level tag just because it “looks good.”
Consider user intent: Your headings should align with what your audience is looking to learn or accomplish.
Common Mistakes to Avoid
Using multiple H1s on the same page.
Skipping levels (e.g., jumping from H2 to H4).
Keyword stuffing headings unnaturally.
Using headings for visual style only, not structure.
Writing vague or generic headings like “Section 1” or “More Info.”
Avoiding these mistakes helps ensure both your readers and search engines can easily follow your content
Final Thoughts: Structure Matters
Your content could be amazing, but if your headings aren’t clear, logical, and optimised, you’re missing a crucial piece of the SEO puzzle.
Think of headings as a map for both Google and your audience. They guide people through your content, clarify your message, and signal what’s important—all of which can lead to better rankings, longer time on page, and more conversions.
So next time you’re optimising a page, don’t just focus on titles and meta tags—take a close look at your headings, too.
Frequently Asked Questions About Headings
Do headings really improve my rankings?
Not directly, but they improve structure, readability, and keyword clarity. These factors help search engines better understand your content and can indirectly support higher rankings by improving user experience and engagement.
Can my page title and H1 heading be the same?
Can I have multiple H1 headings on one page?
What is the hierarchy of headings in SEO?
What are H1, H2, H3 tags for SEO?
What are the 5 levels of headings?
What will the difference between H1 and H2 represent?