Header Tags and SEO: The Right Way to Use Headings in 2022
What are header tags?
Header tags are HTML elements signifying headings and subheadings in your text. They range from H1 to H6 and are written as <H1>, <H2>, and so forth. Search engines use this code to understand how to display text, helping crawlers recognize content hierarchy and infer a page's main focus.
You'll likely only need H1 to H3 (or occasionally H4). H1s are typically used for page titles or primary headlines, while those that follow serve as subheadings and subsections.
The old way of using header tags
In the early 2000s, header tags were considered direct ranking factors. SEOs believed keywords needed to appear in headings for high SERP placement, with H1s deemed more important than H2s, and so on. This led to prescriptive rules requiring single H1 usage per page and specific keyword frequencies within headings.
The new way of using header tags
Modern approaches differ significantly. According to guidance from search industry leaders, header tags themselves aren't ranking factors. Their core purpose is enhancing user experience and providing context. Crawlers use headers to digest content similarly to how readers skim pages.
The hierarchical difference between H2 and H3 matters only structurally—indicating sub-topics under larger themes. You won't face penalties for omitting specific header levels. The priority is returning to fundamentals: maintaining clear content structure that engages readers.
Best practices for writing headings
1. Target the human reader
Headers should prioritize human readers over search algorithms. Focus on emphasizing important points naturally, which typically incorporates keywords organically. There's no magic keyword frequency needed. If including keywords makes headers sound awkward, skip them.
Search engines evaluate multiple ranking factors including content relevance, backlinks, and user experience. Prioritizing readers creates compelling, shareable content checking multiple boxes simultaneously.
2. Prioritize clarity
Balance creativity with informativeness. Remember that headers organize content—headings that are too obscure create confusion. Make headers easy to understand, functioning like book chapters. If someone scanned only your headings, would they grasp your message?
3. Make sure your header tags are visually unique
Headers should look distinctly different from one another. H1s typically use the largest font, while H6s use the smallest. Consider using different font weights or colors strategically. Visual distinction matters entirely for reader experience and rankability—readers shouldn't struggle understanding where subheaders belong.
4. Use just the right amount of headings
While unbroken text walls bore readers, excessive headings distract. Generally, add headings every 300-400 words or when thoughts shift. Consider device variations; smaller screens display headings differently, affecting scrolling and readability.
Short articles need fewer, higher-level headings. Longer articles need more in-depth headings without overcrowding.
A final word
Your headings succeed based on reader perception. Use headings logically, speak to your audience, and ensure headers serve purposes beyond catchiness. Useful headers outperform clever ones.