Headings and subheadings are an important part of your SEO content optimization work. Here are some basic tips on how to write good headings and how to mark them up correctly with so-called -tags.


What are headings?

Each text must have one heading (heading) and should also be structured in a number of sections with short subheadings (subheadings). However, product pages with a short body text do not necessarily need subheadings. A page heading should consist of the main searchword and possibly a secondary keyword. On product pages, the heading should simply be the product name.

Subheadings should contain the primary keyword or one of the secondary keywords, if possible. However, if the text contains many subheadings, not all of them need to contain a keyword. Subheadings should be meaningful for the section of the text and should be descriptive without being too long.

For technical reasons, you must enclose all headings in a tag. Here's how:

  • <h1>Heading</h1>
  • <h2>Subheading</h2>
    • <h3>Under subheading</h3>
    • <h3>Under subheading</h3>
  • <h2>Subheading</h2>

Most CMS systems (WordPress, Joomla, etc.) automatically insert tags around headings and subheadings. If this is not the case, you need to get in touch with the technical people responsible for your website to make sure it is. The tag appears in the source code of the website and cannot be seen by simply reading the text of the website as the user sees it.

There must be one (and only one) <h1>-heading on each page. There can be several subheadings of the types <h2>, <h3>, <h4> and <h5> on each side. Headings are important for your work with content optimization and search engine optimisation (SEO) of your website in general.

Example of good headings

For example, suppose you have a page with the primary keyword 'garden tables' and the secondary keywords 'round garden tables' and 'sustainable garden table'. The primary headline of the text (<h1>-heading) should then be 'Garden tables' and not 'Get ready for the summer outdoors' or similar, which may be appealing, but have nothing to do with the content of the page.

The subheadings of the text (<h2>-headings and <h3>-headings) can be, for example, 'Round garden tables in Danish design' and 'Sustainable materials from Scandinavia'. This way, you include both keywords in the page's subheadings, and you also get to use the primary keyword in one of them. Any multiple subheadings need not include a keyword unless it is natural.


Henning Madsen

Founder, CEO & Head of SEO

Se forfatter

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Do you need help with search engine optimisation (SEO), or are you considering whether it makes sense for your business to focus on SEO? Contact Henning Madsen for a no-obligation discussion about your SEO project.

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