Logical heading hierarchy
Your page should have exactly one H1 and a nested H2/H3 structure that reflects the content outline.
Why heading structure matters
AI crawlers use headings to build a mental outline of your page. A clean hierarchy tells the model which topic is primary, which are secondary, and where the subsections start. Without it, everything looks equally important — which means nothing does.
Models that extract snippets for answers almost always grab the text right under the most specific matching heading. If your headings are vague or out of order, your content gets skipped in favor of a competitor whose structure is clearer.
Rules to follow
- — Exactly one H1 per page. It is the title of the page.
- — H2s for main sections. Never skip from H1 to H3.
- — H3s only inside H2s.
- — Do not use headings for visual styling. If it is not a section, it should not be a heading.
- — Write headings as short, literal descriptions, not puns.
Common mistakes
The most frequent mistake is multiple H1s per page — often from a marketing component that uses H1 for every card in a grid. The second most frequent is using headings for buttons or call-outs. Both confuse the outline.