HTML Headings are more than just big, bold text – they’re critical for SEO and content structure. In fact, 86% of consumers rely on the internet to find local businesses^[1], so structuring your site’s content with clear, easily understood headings will directly impact your search visibility. In this guide, we’ll explain how to use HTML <h1> through <h6> tags properly on your landing pages and product pages. You’ll learn how search engines interpret headings, how to optimize them with keywords, see sample HTML structures, and get tips to avoid pitfalls like keyword cannibalization. Let’s dive in – and get your site’s content hierarchy in shape for both users and search engines.

Why Headings Matter for SEO and UX

HTML defines six levels of headings (<h1> through <h6>), with <h1> being the highest level (most important) and <h6> the lowest^[2]. Using this hierarchy properly makes your content more understandable for humans and search engines alike. Headings create a logical outline of your page. They signal what each section is about, which helps readers skim content and find what they need quickly. At the same time, search engines crawling your site use headings as clues to determine your page’s topic and context^[3]. If your page is a house, headings are like the framework – they organize and support everything inside.

Structured content is such a big deal that content strategy (which includes how you use headings) was named the most effective SEO tactic by 16.7% of SEO professionals in a 2023 survey – more than any other strategy^[4]. In short, well-crafted headings improve user experience and can boost your SEO performance by giving crawlers a clear roadmap of your content.

Understanding H1–H6: The Basics of Hierarchy

Your H1 tag is the most important heading on the page – essentially the page’s title. There should be exactly one H1 per page in most cases. Think of your H1 like a book title: a book has one title, and similarly each page should have a single, unique H1 that tells what that page is about^[5]. For example, on a product page the H1 might be the product name, and on a landing page it might be your main headline or offer. Place the H1 at the top of your HTML body content, before other sections, so it’s the first thing users and crawlers see^[5].

After H1, use H2 tags for the main sections of your page, H3 for subsections under those, and so on (H4–H6 for finer subpoints as needed). Maintain a logical order – you typically wouldn’t jump from an H2 to an H4 without an H3 in between. However, don’t worry if you occasionally skip a level or use multiple sections of the same level; the key is that the hierarchy makes sense and flows naturally. (For example, multiple H2s for separate sections is fine.) Each heading should introduce the topic of the content that follows it.

Importantly, use headings for structure, not just styling. Avoid picking a heading tag just to make text big or bold – instead, only use headings when the text is an actual section title or topic. You can always use CSS to style text; reserve H1–H6 for outlining your content. Search engines and accessibility tools will ignore visual size and focus on the semantic structure. As Google’s documentation confirms, having headings in perfect numeric order isn’t a ranking factor for SEO – it’s primarily for user navigation (e.g. screen readers), and Google is flexible with the exact ordering^[3]. So, prioritize human-friendly structure over trying to game the system.

Heading Structure for a Landing Page (Sample Code)

Let’s apply these principles to a typical landing page. A landing or homepage often starts with a strong H1 that encapsulates your business or offer, followed by sections like features, benefits, testimonials, etc. Each of those sections should have an H2, with any sub-points under them as H3s. Here’s an example HTML structure for a simple landing page:

<!-- Landing Page Example -->
<h1>Welcome to Acme Outdoors - Gear for Every Adventure</h1>
<p>Premium outdoor equipment and apparel to fuel your journeys.</p>
<h2>Featured Products</h2>
<h3>Hiking Backpacks</h3>
<p>Durable, ergonomic packs for day hikes and expeditions.</p>
<h3>All-Terrain Boots</h3>
<p>High-performance boots to keep you steady on any trail.</p>
<h2>Why Choose Acme?</h2>
<p>We combine quality, affordability, and a passion for the outdoors.</p>
<ul>
  <li>
    <strong>Lifetime Warranty:</strong> We stand behind every product.
  </li>
  <li>
    <strong>Free Shipping:</strong> On orders over $50, worldwide.
  </li>
</ul>
<h2>Testimonials</h2>
<h3>“Best gear for weekend warriors!” – Jane D.</h3>
<p>“Acme’s products have never let me down on the trail.”</p>
<h3>“Quality meets affordability.” – John S.</h3>
<p>“Fantastic value and top-notch durability. Five stars!”</p>

In the above example, the H1 is the page’s main headline (“Welcome to Acme Outdoors – Gear for Every Adventure”), which immediately tells visitors and Google what this page is about. H2 tags divide the page into key sections: “Featured Products,” “Why Choose Acme?” and “Testimonials.” Under each of those, H3 tags further break down sub-topics (specific product categories, individual testimonial quotes, etc.). This hierarchy makes it easy for a visitor to scan the page, and for a search engine to grasp the main topics covered on it. Remember that many site builders (WordPress, Wix, Shopify, etc.) will let you assign these heading levels in their editors – the idea is the same regardless of platform, since it’s all about the HTML structure in the end.

Heading Structure for a Product Page (Sample Code)

Now let’s consider a product page (e.g., on an e-commerce site). The product name or title should be an H1. Below that, you might have various sections like the product description, specifications, usage instructions, and customer reviews. Each of these sections can be introduced by an H2. If a section has sub-points (for example, individual reviews, or sub-features), those could be H3. Here’s how a product page’s HTML heading structure might look:

<!-- Product Page Example -->
<h1>UltraTrail 3000 Headlamp</h1>
<p>The UltraTrail 3000 is a waterproof, 2000-lumen headlamp perfect for night hiking and running.</p>
<h2>Features</h2>
<ul>
  <li>2000 lumens brightness</li>
  <li>Waterproof up to 1 meter</li>
  <li>Rechargeable battery (10 hours on full charge)</li>
</ul>
<h2>>Specifications</h2>
<p>Weight: 150g (including strap) Battery: 3000mAh Li-ion Modes: High, Medium, Low, Strobe</p>
<h2>Customer Reviews</h2>
<h3>“Brightest headlamp I've ever owned!” – Alice</h3>
<p>I'm extremely impressed with the UltraTrail 3000. ...</p>
<h3>“Rugged and reliable.” – Bob</h3>
<p>Took this on a 3-night camping trip, and it held up great ...</p>

In this product page example, the H1 is the product name “UltraTrail 3000 Headlamp,” giving the page a clear, unique identity. The H2 “Features,” “Specifications,” and “Customer Reviews” break the page into major sections that a shopper (or Google) would care about. Under “Customer Reviews,” each review title is given an H3, since these are sub-sections within the reviews area. Notice we did not make every review into an H2 – that would clutter the outline. Instead, grouping them under a single H2 keeps the structure neat.

By structuring your product pages this way, you ensure all key information is presented in an organized manner. Many e-commerce templates do this by default (for example, Shopify might automatically make the product title an H1 and section headings H2s), but if not, you can often adjust the HTML in your theme. Always double-check the rendered HTML of critical pages to verify that there’s one H1 and a logical sequence of H2/H3 tags for sections. This not only helps SEO but also provides a better user experience, which can lead to higher engagement and conversions.

How Search Engines Read Headings

Search engines like Google crawl your HTML and take note of heading tags to understand the content structure. When Googlebot sees text enclosed in <h1>...</h1>, it assumes “this is the main topic of the page.” Content in <h2> tags is read as key subtopics, and so on. In essence, your headings form an outline that Google can use to quickly grasp what’s covered on the page^[3]. For example, if your H1 is “UltraTrail 3000 Headlamp,” Google knows the page is about that product. If an H2 is “Features,” Google expects a list of features in that section, which reinforces that the page is relevant to searches about that product’s features.

It’s worth noting that Google’s algorithms have become very sophisticated – they won’t rank you higher just because you used an H1 or because you bolded some text. In fact, Google has explicitly stated that using multiple H1s or having headings out of order won’t inherently hurt your rankings^[3]. The real value of headings is in making your content understandable. If your headings are confusing or irrelevant (e.g., stuffing unrelated keywords or skipping logical flow), Google might struggle to determine what your page is about, and that can affect your rankings negatively^[6]. On the flip side, clear and relevant headings can improve your SEO by aligning with the keywords people search and by improving usability (which can indirectly boost SEO signals like time on page and bounce rate).

One more thing: headings also contribute to accessibility. Users with screen readers often navigate by headings. So proper heading structure isn’t just an SEO best practice – it’s an inclusivity best practice. By structuring content for screen readers, you’re simultaneously structuring it well for search engines (since both appreciate a logical hierarchy). It’s a win-win scenario that leads to better user satisfaction and potentially better search performance.

Planning Headings with Keyword Research

Not sure what your headings should say? Let keyword research be your guide. Start with your primary keyword – this should appear in your H1 if possible, since it defines the page’s main topic. For instance, if you’re targeting the keyword “waterproof running headlamp,” a good H1 might be “Waterproof Running Headlamp – UltraTrail 3000 Review.” This way, anyone searching for that term (or a close variant) can immediately see that your page is relevant, and so can Google.

For subheadings (H2s and H3s), look at related keywords or common questions people ask about your main topic. Tools like Google Search Console, Google’s “People also ask” suggestions, or SEO tools (Ahrefs, SEMrush, etc.) can provide ideas. Say your product page’s main keyword is “UltraTrail 3000 headlamp.” Related searches might include “UltraTrail 3000 battery life” or “UltraTrail 3000 vs Other Headlamps.” You could incorporate these into headings like “UltraTrail 3000 Headlamp Battery Life” or a comparison section heading if it makes sense for your page. The goal is to cover the subtopics your audience cares about in the headings, so both readers and search engines see that your content addresses those points.

In practice, this means each H2 could correspond to a cluster of related keywords. For a landing page about your outdoor gear store, if keyword research shows people search for “affordable hiking gear” or “best camping equipment online,” you might have sections (H2s) addressing those specifically (e.g., “Affordable Hiking Gear for Every Budget” or “Why Acme is the Best Place to Buy Camping Equipment”). By aligning your headings with actual search terms (while still writing naturally), you improve your relevance. One HubSpot study notes that putting relevant keywords in header tags helps Google determine page context and can improve your chances of ranking^[6]. The key is to match your headings to the intent behind the keywords. An SEO Checklist or keyword report from your analytics can be extremely handy here – use it to map out which headings belong on which pages, and ensure you’re not missing any important topic that users expect to find.

Avoid one common mistake: keyword stuffing in headings. Don’t cram every variation of a keyword into your H1 or H2. For example, a title like “Headlamp Headlamp Headlamp – Best Headlamp for Running Headlamp” is awful for users and will likely hurt, not help, your SEO. Google’s quality guidelines explicitly call out keyword stuffing as something that can harm your rankings^[7]. So keep headings clear, concise, and on-topic. If you naturally include your primary keyword (and some variants across subheadings), that’s perfect. If a keyword feels forced, leave it out – you can always cover it in the body text if needed. The bottom line: use keywords to inform your heading strategy, but always write for humans first.

Planning Your Keywords to Avoid Cannibalization

When planning headings across your site, it’s important to ensure each page targets a unique primary topic. Keyword cannibalization happens when two or more of your pages are trying to rank for the exact same keyword (for example, two different product pages both optimized for “waterproof headlamp”)^[8]. When this happens, your own pages start competing against each other in search results, which can hurt both pages’ performance. They might split the click-through rate or confuse Google about which page is more relevant, leading to lower rankings for both.

To avoid cannibalization, take an inventory of your pages and their primary keywords. Each important keyword or search query that you’re targeting should map to one best page on your site – the one that truly answers that query. That page should have the keyword in its H1 and be the main “home” for that topic. Other pages should not use the same H1 or focus on that keyword; instead, they can target related, complementary terms. For example, if you have one page targeting “running headlamp reviews,” don’t create another page with an H1 “Running Headlamp Reviews” targeting the same intent. Maybe you have a blog post about headlamp maintenance – that’s fine because it’s a different angle, just ensure its headings focus on maintenance, not generic headlamp reviews.

It helps to intentionally plan your content hierarchy site-wide. Many successful websites use a pillar-cluster model: one comprehensive pillar page (which might be a landing page or detailed guide) targeting a broad keyword, and several supporting pages targeting narrower subtopics, all interlinked. This way, each page has its own clearly defined focus keyword and they reinforce each other rather than cannibalize^[8]. For a small business site, this could be as simple as having a main “Services” or “Products” page (H1: Broad service category), and individual pages for each specific service or product (H1: Specific product name or keyword). Internally linking them (e.g., your product pages linking back to the main category page and vice versa) can further clarify to Google which page is about what.

Regularly use tools (or Google Search Console) to check if multiple pages from your site show up for the same search query. If they do and it’s not intentional (like a FAQ page and a product page both ranking for “UltraTrail 3000 battery”), consider consolidating content or updating your headings to differentiate their focus. The aim is to have one best answer per keyword on your site. As one HubSpot guide puts it, each page is a new opportunity to get found online – you don’t want to waste opportunities by overlapping and confusing search engines with duplicate targets^[9].

Key Takeaways

• Use one H1 per page as the main title – make it descriptive and include your primary keyword to set the page’s theme.
• Maintain a logical hierarchy with H2s for main sections, H3s for subsections, etc. Don’t skip levels arbitrarily, and never use headings just for visual effect.
• Incorporate relevant keywords into your headings naturally. Research what your audience is searching for and let those queries guide your H2/H3 topics (while avoiding keyword stuffing).
• Keep headings clear and concise. They should tell readers (and Google) exactly what to expect in the section that follows, improving both SEO and user experience.
• One topic = one page. Prevent keyword cannibalization by aligning each page (and its H1) with a unique primary keyword. If two pages overlap, refine their headings/content or merge them.

By mastering the use of H1–H6 tags, you’ll create content that’s structured, SEO-friendly, and easy for customers to navigate. Remember that great headings alone won’t rocket you to #1 overnight, but they are a crucial foundation of on-page SEO. They help search engines understand your content and help users find what they need – a double win for your website’s performance.

Next Steps: Ensure your site’s headings are up to par by auditing a few key pages. You can update your pages’ HTML in WordPress, Wix, Shopify or any platform to get the structure right. Looking for more ways to improve your SEO? Explore our SEO Checklist for additional on-page tips, or consider getting a free SEO audit to identify opportunities. With well-structured headings and a solid strategy, you’ll be well on your way to climbing those rankings and delighting your visitors.

References

1. HubSpot Blog – 16 Top Website Mistakes to Avoid (Updated 2022). Link. (BrightLocal statistic on consumer behavior).
2. World Wide Web Consortium (W3C) – HTML 3.2 Reference Specification. Quoted via SearchEngineJournal: Roger Montti, “Google Clarifies H1-H6 Headings For SEO” (2024). Link.
3. Google Search Central – SEO Starter Guide (2023-2025). Google Documentation on headings and semantic structure. Link.
4. TechJury – “SEO Statistics 2025: Search Trends & User Behavior.” Link. (Statista data: 16.7% of SEO pros cite content strategy as top tactic).
5. HubSpot Blog – Christina Perricone, “Header Tags: What They Are and How to Use Them.” (Updated 2024). Link.
6. HubSpot Blog – “SEO Writing: 13 Tips on Writing Blog Posts That Rank.” (Tips on keyword usage in headings). Link.
7. Google Search Central – “Google Search Essentials – Avoid keyword stuffing.” Google Developers Documentation. Link.
8. HubSpot Blog – Alex Sventeckis, “Embark on Your SEO Treasure Hunt With Keyword Mapping.” (2025). Link.
9. HubSpot Blog – Haris K., “16 Top Website Mistakes to Avoid” (Section: Keyword Cannibalization). Link.