Updated:
by Wayne Smith
Heading keywords are essential for SEO. When the page title doesn't match the content, Google may use the H1 tag as the title in search results instead -- a testament to its importance. The H1 tag is typically the first above-the-fold element a visitor sees. The H2–H6 tags create an outline of chapters that can help the page rank for long-tail queries, increasing SEO exposure
The use of keywords in headlines should be natural and help both users and search engines understand the content of the page. People often scan a page and rely on headlines to find the information they’re interested in.
The H1 tag is the title users experience on the page.
As the primary title users experience on the page, it should include the main keyword that reflects the page’s topic. There should be only one H1 tag per page, and it should be unique -- not identical to the titles used on other pages of the site.
Headlines (H2–H6) semantically create an outline or content chapters
Human visitors can scan the headlines, AIRA devices for the blind can interpret them, and search engines treat them like chapters that define the structure of the content. This means there should be text under each headline so that, when an AIRA device reaches a headline, it doesn’t encounter silence.
When headline tags are used consistently, Google may add a jump-to link snippet feature in search results. These headline tags can also act as long-tail search terms, increasing the page’s visibility in search.
How To Jump Links Snippet, (TOC in search)
Do Not Stuff Keywords in Headlines
Some people see a section where keywords can be used and try to stuff in as many as possible, believing it will boost search engine visibility. However, keyword stuffing is considered spam and can harm rankings rather than help. A well-optimized page needs a diversity of signals. Effective SEO relies on a balanced variety of strategies—not a single tactic or tool.
An example of keyword-stuffed headlines might look like this:
This example is problematic on several levels: the page title and the document’s content are completely unrelated; the H2 tags contain only keywords without any supporting text, which breaks accessibility for ARIA devices and results in silence when users navigate by heading. As written, the code block offers no real SEO benefit.
The example is actually a list of wines:
Do Headlines Work for SEO?
When used incorrectly, headlines do not help with SEO. Referring to the examples above, simply increasing the font size of list elements to match H2 styling may provide similar visual impact—but it doesn’t misuse semantic tags. In fact, using list elements appropriately can be more effective for SEO than stuffing keywords into heading tags.
Used correctly, heading tags train Googlebot to recognize which elements carry visual and structural importance. For a deeper look at how Google scrapes content, see Google's Data Highlighter for snippet data. This underscores the need for consistent headline usage—keyword stuffing can reduce their effectiveness and confuse both users and search engines.
Headline tags are set aside as the tags for ARIA devices to scan the page for content.
Sub-Headlines Can Help SEO With More Verbose Content
Providing more in-depth information on a topic you want to rank for can give your page an edge over others that offer less substance. Sub-headlines, when used correctly, help structure the content by isolating specific keywords or topics. The text that follows can deliver valuable knowledge, contributing to both user experience and SEO performance.
Supplemental content—such as images, diagrams, or contextual links—can further enhance understanding and support the topic, strengthening the page’s overall authority and relevance.
For example:
This structure supports long-tail keyword rankings for phrases like "wine pairing Merlot" or "Chardonnay seafood pairing."
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