Headings (the tags H1 to H6) give a page structure, much like chapters and subchapters in a document. Readers, search engines, and screen readers all follow them, and increasingly so do AI summaries. A tidy heading structure tells the search engine what the page is about and makes the content easier to understand. Below is how it should be built, how to include keywords in it, and how to handle it in Magento.
One H1 per page
Every page should have exactly one H1 - the main heading that states the central topic and naturally contains the main keyword. In a store this is the product name on a product page and the category name on a category page. Multiple H1s on the same page confuse the search engine about the main focus, so avoid it.
A tidy hierarchy
Below the H1, use H2 for main sections and H3 for subsections - logically, like a document outline. Do not skip levels (for example from H2 straight to H4). Several H2s on a page are normal and desirable when you cover several related topics.
How to use keywords in headings
Headings are an excellent place for keywords - if you include them naturally, not forced:
- H1 - the main keyword: include the page's central keyword in the main heading, but it should read like a real headline for a human, not a pile of words.
- H2 - secondary and question headings: include secondary keywords and variations in H2. Question-form H2s that people actually search for are especially strong - about a third of featured answers take an H2 as the title. Under such a question H2, put a concise answer (around 40 to 60 words), which increases the chance of a featured answer and the "People also ask" section.
- H3 - related and long-tail: naturally include related, supporting, and long-tail variations in H3.
Modern search engines look not at a single word but at topical relevance and context - so headings should naturally contain related concepts rather than repeating the same word. An example for a category: H1 "Running shoes"; H2 "How to choose the right running shoes?"; H2 "Running shoes for road and trail"; H3 "Running shoes for beginners". The guiding principle remains: write for people, include keywords naturally, and never stuff them.
Headings are for structure, not for looks
Do not use heading tags to make text look big or bold - that is what styling (CSS) is for. Use a heading only when it really is the heading of a section.
Accessibility and AI
Screen readers announce headings along with their level, so a tidy hierarchy lets visually impaired users move through the page and quickly find what they are looking for. The same clear structure improves the chance that your content appears in AI summaries, featured answers, and the "People also ask" section.
The difference between the title tag and the H1
The title tag is the title the search engine shows in the results and the browser tab; the H1 is the main heading on the page itself. They may differ: you often write the title for as many clicks as possible, and the H1 for clarity to the reader on the page. Both should match the content, but they need not be identical.
A common Magento mistake: a double H1
Many themes wrap the logo in the header in an H1 tag on every page - together with the product or category name, which is also an H1, this creates two H1s on the page. This confuses the search engine. The logo should be an H1 at most on the homepage (or not at all), while the main H1 on every page should belong to its central topic. Check the theme template and fix it if needed.
How to handle it in Magento
On a product page the product name is usually output by the template as an H1, and on a category page the category name; you edit the values on the product or category (with a separate content heading field if needed). The most important thing is to check the theme for a double H1 (the logo) and that the main heading of the page is not accidentally in an H2. Such fixes are made in the theme templates, and for more advanced control over headings a dedicated SEO module sometimes helps.
How to measure whether it is tidy
With a crawler (for example Screaming Frog) find pages without an H1, with multiple H1s, or with a wrong hierarchy and fix them. Check that the main heading of each page matches its topic and contains the keyword. The goal is simple: one clear H1 per page and a logical H2/H3 hierarchy that organises the content nicely.
