So, how do you optimise heading tags?
Use keywords in your headings
Even though headings aren’t a ranking factor on Google, optimising your titles and subtitles using key search terms helps Google to understand better what your page is about. Therefore, including keywords in a prominent position on the page, such as in your headings, means your content is more likely to show up in the SERP for relevant queries.
Don’t forget about long-tail keywords
Long-tail keywords are more specific search terms used by customers, typically when they’re closer to a purchase. Plus, long-tail queries, particularly in the form of questions, are rising in line with voice search popularity. Therefore, you should utilise long-tail keywords or related questions to provide the most relevant and tailored content to the audience you’re trying to reach at a time when they’re closer to converting.
Make your heading big, bold and visible
Style your heading however you like to fit your brand in terms of colours or fonts. However, ensure that your headings are big, bold and noticeable to improve the navigation on your page for users.
Match user intent
Use a heading tag to describe the topic of your page or piece of content in a way that means something to your target audience. Using a search intent-based keyword strategy ensures that your writing remains useful and relevant to the right audience at the right time.
Use headings to provide structure to your piece
Headings and subheadings are useful to structure your pieces, making your content easier to write and ultimately easier for your users to read. Plus, subheadings can aid navigation and make it easier for readers to skim content to find exactly what they’re looking for.
Make your headings engaging
Interesting and engaging headings on your page are important to encourage your audience to stay on your page for longer. This benefits your SEO strategy as a lower bounce rate sends a quality signal to Google that your page contains relevant information and boosts your ranking on the SERP.
Make your content easier to read
Headings are useful to break up the text so that content is more interesting and engaging for users than a blanket of words that look messy and hard to read.
Use one h1 per page
Using just one h1 per webpage ensures that your content remains focused and relevant on one particular topic, the topic or area you wish to rank for.