Heading tags (H1-H6): how to use them for structure, not tricks
Learn how headings work for accessibility and SEO, what not to do, and how to audit heading structure on any page.
Heading tags (H1, H2, H3, etc.) create the outline of your page. They’re for both users and machines: users scan headings to understand content, and crawlers use them to parse structure.
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
- Skipping levels: H1 → H3 without an H2 breaks hierarchy.
- 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.
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.