When you’re building a website or writing a blog post, it’s easy to treat headings like just another way to make text stand out. Bold here, bigger font there, and you’re done – right?
Not quite.
In this post (and the video below 👇), we’re diving into one of the most overlooked but powerful aspects of on-page SEO: heading structure. Getting this right can be the difference between showing up on page two or landing on page one in Google’s search results.
What Is Heading Structure?
Heading structure refers to the way you organise your content using HTML heading tags – H1, H2, H3, and so on. These tags form a hierarchy that tells both readers and search engines how your content is laid out and which parts are most important.
Here’s the basic breakdown:
- H1: The main topic of the page (you should only have one).
- H2: Major sections or key themes within that topic.
- H3–H6: Sub-sections or supporting points under each H2.
Think of it like writing a book:
- The H1 is your book title.
- H2s are your chapter titles.
- H3s and H4s are subheadings within those chapters.
The Problem: Duplicate H1s and Confusing Hierarchies
One of the most common issues we find during technical SEO audits is duplicate H1 tags. These typically pop up when developers or designers use headings for styling purposes, without considering their structural role.
To the human eye, everything might look fine. But to a search engine, multiple H1s can signal that the page has more than one main topic, which muddies the waters when it comes to understanding what the page is actually about.
Yes, Google is smart and often defaults to the first H1. But sending mixed signals is never a good strategy when you’re trying to rank.
Why It Matters for SEO
Search engines use heading tags to understand the context and relevance of your content. A well-structured page helps Google:
- Identify your primary topic.
- Understand how your content flows.
- Match your page to user search intent more effectively.
Poor heading structure, on the other hand, can dilute your topical focus and weaken your rankings.
How to Fix It
Here’s how to get your heading structure right:
- Use only one H1 per page – usually the page title.
- Organise content logically using H2s for major sections.
- Use H3s and H4s as needed for sub-points, but don’t skip levels.
- Don’t use headings just for visual styling – use CSS to control appearance instead.
- If you feel tempted to add another H1 for a new major point, ask yourself: Should this be its own page or post?
Keeping a clean and consistent structure makes your content easier to read – for both people and search engines.
Watch the Video
Want a visual breakdown of heading structure? Watch the full video below where I explain everything in plain language, with real examples.
Final Thoughts
Your heading structure is more than just a formatting tool – it’s a vital part of your SEO strategy. With a little intention and a logical hierarchy, you can improve your site’s clarity, usability, and rankings.
Need Help with Your Website?
Not sure if your headings are helping or hurting your SEO?
Contact us and we’ll take a quick look. No pressure, just practical advice.
About the Author: Brad Austin is the founder of Klarity Lab and brings over 25 years of experience in IT, digital strategy, and customer experience. Brad has worked with and led cross-functional teams in Australia, Luxembourg, India, Pakistan, and the Philippines. Before launching Klarity Lab, Brad was an innovation consultant with one of Australia’s big four banks and now helps businesses turn their websites into powerful growth tools.
