Headings turn a wall of text into something people can scan. HTML offers six levels, <h1> through <h6>. The H1 is the page’s main title, H2s are the main sections, H3s are subsections inside an H2, and so on. Most pages only need H1 to H3.
Why they matter
People skim. Most visitors scroll and read headings first to find the part they need. Brightside Dental’s page on dental implants is far easier to use when “How much do implants cost?”, “Does it hurt?” and “How long does it take?” are clear H2s rather than bold sentences lost in paragraphs.
Search engines read structure. Headings help Google understand what each section is about and how ideas relate. A well-labeled section that directly answers a question can be picked up for a featured snippet or quoted by AI search tools.
Accessibility. Screen reader users jump between headings to move around a page. A logical heading outline is essential for them.
A good outline
<h1>Dental Implants in Austin</h1>
<h2>What is a dental implant?</h2>
<h2>How much do dental implants cost?</h2>
<h3>Single tooth implant</h3>
<h3>Implant-supported bridge</h3>
<h2>The implant process, step by step</h2>
<h2>Book a free implant consultation</h2>Each heading describes the content below it. Reading the headings alone gives a fair summary of the page.
Writing headings
- Make each one specific and descriptive, not clever. “Pricing” is fine; “What implants cost in 2026” is better.
- Phrase some as the questions customers actually ask.
- Use keywords where they fit naturally, not in every heading.
- Keep heading levels in order. Don’t jump from H2 to H4.
Common mistakes
- Choosing heading levels for their size. If an H4 looks right in the sidebar, change the CSS instead of misusing the tag.
- Skipped levels (H2 straight to H4), which breaks the outline.
- Headings that aren’t headings, like a phone number or “Call now” wrapped in an H2 by a theme.
- Bold text instead of headings, which looks right but carries no structure.
- Keyword stuffing every heading with the same phrase.
How to check
A browser extension that shows the heading outline, or the Inspect panel, will reveal the structure. RankThat’s Site Audit flags missing or multiple H1 tags and headings that skip levels. When planning new content, a content brief usually sets out the H2s before writing starts, which is the easiest way to get the structure right.