You’ve written a great article or product page—now it’s time to show your readers and Google exactly what your page is about to optimize your SEO. In this article, you’ll learn how to use heading tags effectively to structure your content in a clear and SEO-friendly way.

When should you use an <h1>, <h2>, and when an <h3> tag?

Use an <h1> as the main title of the page, an <h2> for primary subheadings, and an <h3> to further structure subtopics under an <h2>.
Proper use of heading tags makes your content easier to understand for both search engines and readers. It instantly reveals the hierarchy and content of your page.

  • <h3>: Use this to add depth to a topic covered in an <h2>. These tags help structure paragraphs that clarify the meaning of the higher-level heading.
  • <h1>: This is the main heading of the page. Only use one <h1> per page and include your main keyword in it. If your topic extends beyond the scope of the current content, consider creating a separate page with its own <h1>.
  • <h2>: These headings divide the core sections of your content. They’re ideal for including synonyms, related keywords (LSI), and supporting subtopics for your <h1>.

Implementing Different Heading Levels

Let’s walk through an example to illustrate the use of different subheadings and heading tags.
Imagine you run a website about mortgages and you’re writing a page on getting a starter mortgage without personal savings. It could look like this:

<h1> Is a Starter Mortgage Without Savings Still Possible? </h1>

<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.</p>

<h2> What Is a Starter Mortgage? </h2>

<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua…</p>

<h2> Buying as a First-Time Buyer: With or Without Savings? </h2>

<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua…</p>

<h3> Buying a House With Savings </h3>

<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua…</p>

<h3> Buying a House Without Savings </h3>

<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua…</p>

SEO Best Practices for Headings

Make sure your main keyword appears at least in the <h1> and preferably also in one of your <h2> subheadings.
As a general rule, always include the main keyword in at least one <h2>. But don’t forget to analyze your competitors to refine your strategy. Also, be sure to incorporate synonyms in your headings and content to avoid keyword stuffing and improve readability.

Remember, subheadings aren’t just for search engines—visitors often scan headings before deciding whether to read the full page.