Why headings matter
Headings tell readers, search engines and AI tools how a page is organised. Google uses them to understand what each section covers, and AI assistants often quote content under clear, question-style headings.
Rules of thumb
- One H1 that says what the page is about.
- H2s for main sections, H3s for points inside them. Don't skip from H2 to H4.
- Write headings as people search, often as questions.
- Don't use headings for styling. Theme elements like "Follow us" or empty icon headings add noise.
Common problems
- Logos wrapped in an H1, giving every page two H1s.
- Product grids where every product name is an H2 or H3.
- Long pages with no subheadings at all.