Header Tags (H1-H6)

Header tags are the HTML elements H1 to H6 used to create headings and subheadings on a web page. The H1 is the main heading, H2s divide the content into main sections, and H3 to H6 break those sections down further. Headings help readers scan a page and help search engines understand its structure.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

Why headings matter for SEO

  • Structure: headings show Google how topics on the page relate to each other.
  • Relevance: words in headings carry more weight than body text in signalling what a section is about.
  • Featured snippets and AI answers: clear question-style headings followed by direct answers can be extracted for Featured Snippets, People Also Ask and AI Overviews.
  • Readability: most visitors scan before reading. Good headings let them find the part they need.
  • Accessibility: screen reader users navigate pages by headings.

The H1 tag

The H1 is the main title visible on the page. Best practice:

  • Use one H1 per page that clearly states the topic.
  • Include the main keyword naturally.
  • Keep it closely aligned with the Title Tag, though it does not have to be identical.
  • Place it at the top of the main content.

Google can handle pages with more than one H1, but a single clear H1 is simpler for users and avoids confusion.

H2 to H6 tags

  • H2s introduce the main sections. They are ideal places for important subtopics, related keywords and common questions.
  • H3s break H2 sections into smaller parts.
  • H4 to H6 are rarely needed except on long, detailed pages.

Keep the hierarchy logical: do not jump from H2 to H5, and do not use a heading level just because of its font size.

How to write good headings

  1. Make them descriptive: a reader should understand the section from the heading alone.
  2. Use questions where they match how people search: “How much does an SEO audit cost?”
  3. Include keywords where natural, but vary the wording; do not repeat the same phrase in every heading.
  4. Keep them concise: most headings work best under around ten words.
  5. Follow the heading with the answer: the first sentence after a question heading should answer it directly.

Common heading mistakes

  • Using headings for styling, such as making a phone number or a slogan an H2.
  • Keyword-only headings, such as a list of H4s that just repeat keywords. These look like stuffing and add nothing for readers.
  • Missing H1, often when themes display the page title as plain text.
  • Logo or site name as the H1 on every page.
  • Headings hidden with CSS or used only for SEO.
  • Very long headings that read like paragraphs.

How to check your headings

Browser extensions and SEO crawlers can show the heading outline of any page. Review it as a table of contents: if the outline alone tells the story of the page clearly, your headings are doing their job. See also SEO Copywriting for structuring content.

Key Takeaways

  • Headings structure content for readers, screen readers and search engines.
  • Use one clear H1 and a logical H2 and H3 hierarchy.
  • Question-style headings followed by direct answers can win snippets.
  • Never use headings just for styling or keyword lists.
  • Your heading outline should read like a table of contents.

Related Terms

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