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Use headings to show text structure

Headings are signposts that guide readers through an article. Therefore, they should indicate what a section or a paragraph is about. Otherwise, people won’t know what to expect.

Readers like to scan content, to get an idea of what the text is about and to decide which sections of the text they’re going to read. Headings help them do that. Scanning the text becomes significantly harder for your readers when it doesn’t contain any headings. It’s even worse when you add long stretches of text after a heading. You don’t want to scare off people with the infamous wall of text.

For web copy, it’s good practice to make sure that your headings are informative to the reader. Some people like to tease their audience in the headings, trying to entice them to read further. While that can work very well, it’s also very easy to get wrong. Remember that the main focus of headings should be on the content – and the primary purpose should be to make the text easier to read and understand.

Also, keep the following two things in mind: firstly, a paragraph should start with a core sentence on which you elaborate in the rest of the paragraph. When restructuring your text to add a heading, make sure the first sentence of your paragraph contains the essential information of that paragraph. Secondly, consider how the information is structured in your paragraphs and what the relation is between paragraphs, and how a subheading can help make that information easier to digest.

Read more: Why text structure is important for SEO »

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Heading structure is important for accessibility as well. Especially for people who can’t easily read from a screen. Because headings are in HTML, a screen reader can understand the article structure and read them out loud. By reading or listening to the headings in an article, visually impaired people can decide whether or not to read an article. Also, screen readers offer shortcuts to jump from one heading to the next, so they are used for navigation as well.

Don’t forget that, in many cases, what’s good for accessibility is also good for SEO!

Keep reading: Writing accessible content: 4 checks you can do with Yoast SEO and the block editor »

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It’s generally agreed that how you use headings doesn’t specifically impact your SEO. Making minor tweaks to individual headings likely won’t help your performance. However, there are indirect benefits. Using headings creates texts of higher quality that are easier to read. A better text is better for users, which is better for your SEO.

If visitors can’t quickly find what they’re looking for, they’ll probably leave your site and look for another answer to their question. This is why text structure and heading use also impact SEO. Search engines pick up on people bouncing from your site. When you have a high bounce rate, search engines can conclude that your page doesn’t give searchers what they’re looking for. Consequently, you might get lower ratings.

With headings, you should always put the user first. Use them to add structure and signposts to your content, and to describe what each section is about. If your headings let users know what your article is about, they’ll help Google understand your content, too.

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So, what is the best way to use headings? There are two things that we can advise you on: you should structure your headings well, and you should use your keyphrase in them. Yoast SEO can help you in both cases. In the Readability analysis, it checks how you distribute your headings. And, in the SEO analysis, it checks whether you’ve used your keyphrase. So let’s explore the importance of these two aspects, and take a look at how you can use Yoast SEO to write great headings. 

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When you’re editing an article in WordPress or Shopify, you’ll usually see different ‘levels’ of headings in the text editor – from ‘Heading 1‘ to ‘Heading 6‘. These come in different sizes; moving from largest to smallest. Behind the scenes, these are converted into HTML heading tags; from <h1> to <h6>. Your theme probably uses these HTML tags in its templates, too.

That’s why, when we talk about how to structure headings and content well, we talk about H1 tags, H2 tags, and so on. We’re referring to the underlying HTML code to differentiate between the levels of headings.

How to structure your headings

Firstly, you are limited to using one H1 heading on each page. The H1 heading should be the name/title of the page or post. On this page, that’s “How to use headings on your site”. You can think of your H1 like you would think of the name of a book. For example, on a category page, your H1 would be the name of that category. Or, on a product page, it should be the product name.

Then, as you write your content, you can use H2 and H3 subheadings to introduce different sections – like the “How to improve the distribution of your headings“ section, which you’re currently reading, which sits within the “Structuring your headings” section. Think of H2 subheadings like the chapters of a book. Those individual sections might also use more specific headers (H3 tags, then H4 tags, etc.) to introduce sub-sections. It’s rare for most content to get ‘deep’ enough to need to use H4 tags and beyond unless you’re writing really long, or really technical content.

What does the subheading distribution check in Yoast SEO do?

The subheading distribution check assesses whether you’ve used enough subheadings in your text. Most texts of over 300 words need subheadings, to help readers scan the text. So, this check will notify you if your text is longer than 300 words and doesn’t contain any subheadings. It’ll also let you know if a text section following a subheading is too long — i.e., more than 300 words –, and suggest you add subheadings to improve the readability of that part of the text.

We also have a video that explains more about the subhe

ading distribution check and the keyphrase in subheadings check in Yoast SEO: