Why a good header structure is like a well-written book

But it’s not just about ensuring each heading is relevant to the copy underneath; they must work in unison and interconnect to provide a quality SEO heading structure, to not only enhance the reader’s experience but also help the page rank better.

What are the different types of SEO headings?

Headings are ordered by their hierarchy, starting with H1, followed by H2, H3 and so on, with the structure ending at H6.

• H1 = The book title:

The H1 represents the overall topic of the web page and can be compared to the main title of a book. A web page should only have a single H1 and typically features keywords, and its goal is to entice and inform readers on what the core subject matter is.

• H2 = Chapter titles:

H2s function like chapters and divide content into meaningful sections to make it easier for readers to follow. They also allow Google to quickly scan and categorise the main topics you’re covering.

• H3-H6 = Subchapters and supporting details:

H3 tags act as subheadings to support the content within an H2. They are used to introduce detailed points, examples or supporting arguments. While rarely used, H4-H6 tags are most used to detail deeply nested content, such as FAQs or technical copy.

• H1: How to Match Content with the Client’s Tone
• H2: Why content tone matters
• H2: Key steps to matching content with the right tone
• H3: Study the brand – personality and voice
• H3: Who’s the target audience?
• H3: Using the right level of formality
• H3: Sentence structure and rhythm
• H3: Writing content that evolves with the client
• H2: Get your content tone right with Sherbet Donkey

As you can see, the main H1 introduces the main topic of the blog, targeting writers looking for tips on matching copy with specific client tones. This is followed by a strong H2 that guides readers to the steps they’re looking for. The steps are then broken into several sub-headings, or H3s, and then the blog is concluded with a new H2.

Do the SEO headings look different?

Each SEO heading will look visually different on the page in terms of pixel size, with each heading becoming smaller to demonstrate its authority. The H1 is the biggest, with H6 being the smallest and closest to the size of regular on-page text.

Why search engines care about a good SEO heading structure

Search engines rely on structured content to understand and rank pages effectively. Concise yet descriptive header tags provide clear signals about the hierarchy and context of the content on your page.

• Content hierarchy – H1-H6 tags indicate the importance of each section. Google uses this to determine what your page is really about.
• Keyword relevance – Naturally including relevant search terms in your SEO headings showcases authority, and Google prioritises search terms in an H1 and your H2s, especially.
• Rich snippets and featured results – Structured headers increase your chances of showing up in “People Also Ask” boxes, AI summaries, site links or featured snippets, especially if you use them to format answers to common questions.
• Improved crawling – Search engines can scan and index your content much faster when it’s broken into logical sections, which supports better visibility across search queries.

Why website visitors care

Be honest, how many times do you click on an article, blog or landing page and read every word written from the top of the page to the bottom? Web users don’t read – they skim, meaning SEO headings are needed to create digestible sections and help readers find the right information. Not only does Google value skimmable, easy-to-digest content, but so do your readers!

Imagine clicking onto a web page to find out about SEO services, only to be hit with a wall of text, which is intimidating and will likely result in the reader exiting your site. Engaging your audience is key, and well-implemented headings break up copy, provide a professional and presentable look, and offer greater accessibility for easy navigation.

Common mistakes to avoid

As it’s vital to get your SEO heading structure right to help your pages rank and engage readers, avoiding these common mistakes will set you in the right direction:

• Multiple H1s on one page – There can be only one! Your H1 is the main headline, and using multiple H1s only confuses search engines and dilutes topic focus. You also need to ensure the H1 is distinctive to this page only and avoids repeating H1s from different pages of your site.
• Skipping header levels – You wouldn’t go straight from chapter one in a novella to chapter 30, so don’t jump from an H2 straight to an H5 as it will break the content and heading hierarchy. If you require subheadings, write them in order from H3-H6.
• Using SEO headings for style – Heading sizes get smaller the further along you go, so while it may seem beneficial to put an H2 where an H4 should be, because it’s bigger and bolder, it will damage the crawlability of the page. Headings define structure, not design.
• Keyword stuffing in headings – Including keywords in headers is good when done naturally. Stuffing them in awkwardly can damage their clarity and can even trigger search penalties.
• No header structure at all – A wall of text with no headings is hard to read, hard to scan and bad for SEO. Every page should have a clear H1 and supporting H2s at a minimum.

Need help with your SEO heading structure?

Just like in the books about the adventures of a famous boy wizard, or the tale of how Elizabeth Bennet explores love, pride and prejudice, engaging, digestible content is created with the help of headings.

Your website and webpages need strong and clear SEO headings to provide a solid structure and hierarchy, which helps readers scan and locate relevant information, as well as provide optimisation for Google and other search engines to rank your pages. If you’re looking to enhance your SEO heading structure and improve your visibility across all search engines, Sherbet Donkey provides key strategies and services to see it happen.