SEO Headings That Work: Master H1, H2, H3 Tags for Better Rankings

Look, here's something that's been driving me mad lately - and it's probably costing your website rankings without you even knowing it.

Here's what happens: Norman, our AI SEO strategist, writes brilliant blog content for our clients. He bases his blogs on the keywords we want to rank for, and includes those in the structure and content of the blog, while still writing for real humans to read, not just Google. He includes proper H1, H2, and H3 headings because he knows what makes content work. The client receives this perfectly structured content, logs into their CMS, and then... pastes it in as plain text, making the headings bold instead of using actual heading tags.

Last week, I was conducting a website fitness evaluation on a WordPress site and found something that made me laugh out loud. The business owner had used twelve H1 tags on their homepage. Twelve! When I asked why, she said they looked good and made the text stand out. The client had confused H1 tags with bold text - or even H2 headings, which would actually have served her well. She had no idea she was missing out on one of SEO's fundamental ranking factors.

It's not that using proper headings is difficult - every CMS makes it dead easy, and our Onsite Optimiser makes it even simpler. The problem is most business owners don't know why they should bother, or exactly how to do it properly.

A few years ago my friend Stefan Thomas wrote a book called "Business Networking for Dummies." At the time, I had been doing networking to build businesses for 20 years, and figured I didn't qualify as a dummy, so didn't need to read it. But I did. Turns out there were a lot of angles to building businesses through effective networking I had never considered. You never know what you don't know. And sometimes it's nice to have what you think you know verified.

I nearly called this blog "Heading Tags for Dummies." Then Norman explained why that wouldn't be effective from an SEO perspective. The best search traffic is actually for "HTML headings," but since we don't teach HTML (we teach SEO), we chose "SEO headings" instead. Norman's analysis showed this targets people actively looking for SEO help rather than web developers learning code. It's all about reaching the right audience with the right keywords.

Here's the thing - H-tags aren't just about making text bigger or bolder. They're your website's navigation system, telling both visitors and Google exactly how your content is organised. Get them right, and you've got a clear, professional site that ranks well. Get them wrong, and you're basically shouting into the digital void.

I've been working with content to maximise the value of keywords for a long time. When I first started, we would hide keywords in footers, using white text on a white background. What a time to be alive. But Google changed all that. I've learned that most people understand the concept but struggle with the execution. That's exactly what we're going to fix today.

Web Design Alert: If you have a poorly designed website, this could come off the rails. Many web designers don't think beyond H1 and H2 tags when styling websites. So, this is a case where you may need to get your web designer involved. I'm happy to give you the fodder for an email if you need it in language they will understand. They love it when I do that. Well, they don't really, but that's okay.

Understanding How H-Tags Actually Work

Before we dive into the practical stuff, let's make sure we're all on the same page about what H-tags actually do for your website.

Think of H-tags as the table of contents for each page on your website. Just like a well-organised book, your content needs clear chapter headings (H2), section breaks (H3), and subsections (H4-H6 when needed). This structure helps visitors scan your content quickly and tells search engines what your page is really about. We covered this concept in our website structure guide earlier this year, but now we're drilling down into the practical implementation.

The H1: Your Page's Main Topic

Every page gets exactly one H1 tag - no exceptions. This is your page's main topic, the primary thing you want to rank for. Most content management systems handle this automatically by using your blog title or page title as the H1.

The H2: Your Main Sections

These are your chapter headings - the main topics you'll cover on the page. Each H2 should introduce a new major concept or section of your content.

The H3: Supporting Details

Under each H2, your H3 tags break down the topic into specific subtopics or examples. These provide the supporting evidence or detailed explanations for your main sections.

The beauty of this system? It works for both humans scanning your content and search engines trying to understand what you're talking about. When someone lands on your page, they can quickly scan your H2 and H3 tags to find exactly what they need.

Part 1: Mastering H-Tags in Blog Posts

Most business blogs are where the H-tag confusion really starts. You've got great content to share, but if it's not properly structured, nobody's going to read past the first paragraph.

How Your CMS Handles Blog Titles

Here's something that trips up most business owners: your content management system (WordPress, Wix, Squarespace, It'seeze, and pretty much every other platform) automatically turns your blog title into an H1 tag.

So when you publish a blog post called "5 Ways to Improve Your Garden This Spring," that title becomes your H1. You don't need to add another H1 tag in your content - in fact, you absolutely shouldn't.

This means your blog title is doing double duty. It's not just attracting clicks from search results - it's also telling Google what your entire post is about. That's why your blog title needs to include your main keyword naturally, not stuffed in like an afterthought.

Why Keywords in Your H1 Matter More Than Ever

Google's gotten scary good at understanding content, but it still pays special attention to your H1 tag. This is where you signal your main topic, so including your primary keyword here makes perfect sense.

But here's where most people get it wrong: they try to stuff every possible keyword into their title. Don't do that. Write for humans first, then make sure your main keyword appears naturally.

Good H1: "Garden Design Ideas That Transform Small Spaces"
Bad H1: "Garden Design Ideas Small Space Garden Design Tips Garden Planning"

See the difference? The first one reads naturally and includes the keywords. The second one reads like it was written by a robot having a breakdown.

Structuring Your Blog Content

Once your H1 is sorted (automatically by your CMS), you'll use H2 tags for your main sections and H3 tags for supporting points.

This is an H2 Header

This H2 introduces a major section of your blog post. It should be descriptive enough that someone scanning your content knows exactly what this section covers. Each H2 represents a complete thought or topic that supports your main H1.

In a blog about garden design, this might be "Choosing Plants for Small Spaces" or "Maximising Vertical Growing Areas." Notice how each H2 could almost be a blog post on its own, but here it's supporting your main topic.

This is an H3 Header

Your H3 tags break down the H2 topic into specific examples, steps, or supporting points. These should be directly related to the H2 above them.

Best Plants for Shady Corners

Under our "Choosing Plants for Small Spaces" H2, this H3 might discuss specific plant varieties that thrive in limited light conditions. You'd include 3-4 specific plant recommendations with brief care instructions.

Container Gardening Solutions

This H3 would cover how to use pots and containers effectively in small spaces, including size recommendations and drainage considerations.

Creating Focal Points

Your third H3 might explain how to create visual interest with statement plants or decorative elements that draw the eye without overwhelming the space.

See how each H3 supports the main H2 topic? That's the structure Google loves because it makes sense to human readers.

Common Blog H-Tag Mistakes

I see these constantly, and they're killing otherwise good content:

Multiple H1 tags in blog posts. Your CMS already created one from your title. Adding more confuses both readers and search engines about what your post is actually about.

Skipping heading levels. Going straight from H1 to H3 without an H2 is like having chapter subsections without chapter headings. It breaks the logical flow.

Using headings for styling. Making text bigger with an H3 tag instead of H2 because you like how it looks messes with the content structure. Use CSS for visual styling, not heading tags.

Keyword stuffing in headings. Your headings should read naturally. If you're jamming keywords into every heading, you're doing it wrong.

Part 2: H-Tags for Service and Content Pages

Blog posts are one thing, but your main website pages - services, about, contact - need a different approach. These pages are selling your business, not just sharing information.

Service Page H-Tag Strategy

Your service pages are where the real business happens. These pages need to rank for your main business keywords while clearly explaining what you offer.

This is an H2 Header

On a service page, your H2 tags should address the main aspects of your service. For a plumbing business, this might be "Emergency Plumbing Services" or "Bathroom Installation Process."

Each H2 should cover a complete aspect of your service that customers care about. Think about the questions you get asked most often - those are your H2 topics.

This is an H3 Header

Your H3 tags on service pages should break down the H2 topics into specific benefits, processes, or examples that help customers understand exactly what they're getting.

24-Hour Emergency Response

Under an "Emergency Plumbing Services" H2, this H3 would explain your response time, coverage area, and what qualifies as an emergency. You're giving specific details that help customers decide.

Qualified and Insured Technicians

This H3 covers your team's credentials and insurance coverage, addressing the trust concerns customers have when hiring service providers.

Transparent Pricing

Your third H3 might explain your pricing structure, any call-out fees, and payment options. This removes the mystery and builds confidence.

Content Page Structure Best Practices

Your main content pages (About, Services, Contact) should follow a clear hierarchy that guides visitors through your information logically.

Start with your H1 (automatically generated from your page title), then use H2 tags for major sections like "Our Process," "Why Choose Us," or "Service Areas." Under each H2, use H3 tags for specific details, benefits, or examples.

The goal is making it dead easy for visitors to find what they need. Someone should be able to scan your headings and understand your entire offering in about 10 seconds.

Location Pages and H-Tags

If you serve multiple areas, your location pages need careful H-tag planning. Your H1 should include the location name and your main service. H2 tags can cover service categories, local expertise, or area-specific information.

For example, "Plumbing Services Bedford" as your H1, then H2 tags like "Bedford Emergency Plumbing" and "Bathroom Installations in Bedford." This signals local relevance to both visitors and search engines.

Getting Your H-Tag Structure Right

The difference between websites that convert and ones that confuse comes down to structure. When your headings make sense, everything else follows.

Quick H-Tag Audit

Here's how to check if your current pages are working:

Can someone understand your main topic from the H1 alone? If not, rewrite it to be clearer and include your main keyword naturally.

Do your H2 tags outline the main points someone would expect on this topic? Each H2 should be essential to understanding your subject.

Are your H3 tags directly supporting the H2 above them? They shouldn't introduce completely new topics.

Could you create a logical outline using just your headings? If the structure doesn't make sense as an outline, it won't make sense to readers or search engines.

The Technical Bit (Keep It Simple)

Most modern content management systems handle the technical side automatically. WordPress, Squarespace, Wix, and others create proper HTML heading tags when you use their heading options in the editor.

Just remember: use the heading tools in your CMS editor, not the formatting options. Making text bold and bigger isn't the same as creating an H2 tag. Use the actual heading options (usually in a dropdown that says "Heading 1," "Heading 2," etc.).

Tools That Actually Help

Your CMS editor shows you heading options clearly. In WordPress, it's the paragraph/heading dropdown. In Squarespace, it's in the text formatting options. Don't overthink it - just use the heading levels in order.

If you want to check your work, browser developer tools can show you the heading structure, but honestly, if it makes sense to human readers, you're probably doing fine.

The Bottom Line on H-Tags

Proper heading structure isn't rocket science, but it makes a massive difference to both user experience and search rankings. Your visitors can find what they need quickly, and Google understands exactly what your content covers.

Start with clear, keyword-rich H1 tags (handled automatically by your CMS for blogs). Use H2 tags for major sections and H3 tags for supporting details. Keep the structure logical, and don't try to game the system with keyword stuffing.

Remember: you're writing for humans first, search engines second. If your headings help real people navigate your content, they'll help with SEO too. It's that simple.

Mad concept, right? The best SEO practices are usually just good communication practices. Clear headings, logical structure, helpful content - that's what works in 2025, and it's what will keep working as search continues to evolve.

Your website's heading structure is like your business's filing system. Get it right, and everything else becomes easier. Get it wrong, and even great content gets lost in the chaos.

Back