Header tag (H1, H2, H3, etc.)

Where header tags are displayed

• H1 — displayed as the most prominent headline at the top of a page and introduces the page's topic. The H1 also helps Google understand the structure of a page. Only use one H1 per page.
  
  
• H2 — subheaders that break that topic down into key sections throughout the page.
  
  
• H3-and-beyond headers — add granularity.

Writing guidance

Follow these header writing tips:

H1s

• Place special importance on your H1, because it can dictate whether the audience scrolls down the page at all. Make the main headline interesting! The H1 should be written in any of the following ways:
  • Explains what the page is about
  • Describes an action the visitor should take
  • Describes the value the page provides
  • Includes the question the page addresses
    
• Frontload your keyword in the H1 if you can. This means to place your keyword near the beginning of the headline. Google puts slightly more emphasis on keywords that show up early in the H1 and less emphasis on keywords that show up later on.
  
  
• The H1 and the title tag can be the same, but it's OK to tweak the H1 so that it makes more sense to our audience.
  
  

H2s, H3s, etc.

• Use headers to break up text. An article that is scannable is 58% more likely to perform better.
  
  
• Include target keywords with the most search volume in headings. But be judicious with the keywords, not spammy. Use the keywords naturally. Not all headers on a page need keywords.

• Headers should accurately describe the page and back up the content being presented.
  
  
• Headers can include words like “what,” “why,” “where,” “how,” etc., to capture long-tail question-type queries, as well as numerals (don’t spell out numbers for scannability).
  
  
• Well-optimized header tags can sometimes earn us a featured snippet in the SERPs. Here's how:
  • Try to use a long-tail question query as the H1 and then directly answer that query.
  • Use subsequent headings (H2s or H3s) to outline different list items; Google uses these to create its own bulleted and numbered lists.
     

Avoid using:

• Multiple H1s on a page. This can confuse our audience and also search engines by implying that the content is about several main topics.
  
  
• Header tags for styling purposes, such as adding spaces or making the text bigger. Header tags should only be used for content.

SEO impact

Header tags can indirectly influence site rankings by:

• Making our content easier and more enjoyable for users to read
  
  
• Providing keyword-rich context about our content for search engines
  
  
• Simplifying navigation for web accessibility, as screen readers can provide shortcuts to jump between tagged headings
  

Character considerations

• H1 — Keep at 45 characters or less. In some instances you can go a few characters over to target long-tail queries.
  
  
• H2, H3 and beyond — Keep at 45 characters or less. For articles, you can go over this limit when it's a question header like in a interview Q&A. But always keep in mind that users and search engines prefer shorter headlines.

Free tools

• Come up with catchy H1s for articles with this Title Generator Tool from Wix.com.