Heading Hierarchy for SEO H1-H6: How to Structure Content for Better Rankings

Lowri
Apr 18
6 min read

Updated: Jul 2

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 improved readability but also provide search engines with 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 headings?

Headings are like titles that tell you what each part of a webpage is about. They help organise information so it's easy to understand.

Think of headings like the chapters in a book. The largest heading (H1) is the main title of the entire page. The more minor headings (H2, H3, H4, H5, H6) serve as chapter titles, breaking the page into smaller sections.

What Are Heading Tags?

When people talk about “heading tags,” they’re usually talking about the code used to add headings to a webpage.

Let’s look at an example of an H1 heading in HTML:

<h1>This is the H1 heading</h1>

Here’s what each part means:

<h1>: This is the opening tag. It tells the browser that a heading is coming.
This is the H1 heading: This is the text that will show up on the page.
</h1>: This is the closing tag. It tells the browser the heading is finished.

What About Header Tags?

Now, don’t mix up heading tags with header tags — and definitely not with the <head> section of a webpage.

Some platforms (like HubSpot) call heading tags “header tags,” but that’s not quite right.

In HTML, a <header> tag is used to define the top part of a webpage or section. This might include a logo, navigation menu, or even a heading.

While a <header> can contain headings, it's not the same as a heading tag, such as <h1> or <h2>.

Why Use Headings?

Headings help both people and search engines understand a page better.

For visitors:

Headings make it easy to quickly scan a page. This helps people decide if the page has the information they’re looking for.

Headings are also crucial for people who use screen readers (like those who are visually impaired). Screen readers use headings to help users navigate and understand the content of a page.

For search bots:

Search engines analyse headings to determine the primary topics of a page. Including keywords in your headings can give your SEO (Search Engine Optimisation) a slight boost.

Even if headings don’t directly affect your rankings much, they still help improve the user experience, and a better user experience often leads to better SEO results.

Heading Hierarchy Best Practices

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:

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.

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.

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>

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.

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.

How to Optimise Headings for Search Engines and Users

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 indicate to readers 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?

Yes, they can be the same or slightly different. Just make sure both accurately describe the content. Matching them is fine, especially for consistency, but variations can help target different keywords or improve user engagement.

Can I have multiple H1 headings on one page?

While HTML5 allows multiple H1s in distinct sections, SEO best practices recommend using just one H1 per page. This ensures clear topic focus and helps search engines interpret your page structure more effectively.

What is the hierarchy of headings in SEO?

The heading hierarchy runs from <h1> to <h6>, with <h1> being the most important. Following this structure helps search engines understand how your content is organised and which sections are most significant.

What are H1, H2, H3 tags for SEO?

These tags define the structure and importance of content sections. Including relevant keywords in them helps search engines better understand your page, improving relevance and enhancing the user experience through logical organisation.

What are the 5 levels of headings?

Although HTML supports six heading levels, <h1> through <h5> are most commonly used. Each level introduces content of decreasing importance, with <h1> marking the page’s main topic and subsequent levels indicating subtopics.

What will the difference between H1 and H2 represent?

An <h1> represents the main topic of the entire page, while <h2> headings divide that topic into major sections. They help organise content logically, making it easier for users and search engines to navigate and understand.