I see it in almost every website audit I do. Headings (also called Headers in some website builders) used for design instead of structure. H3s chosen because someone liked the font size. H1s that say something clever but explain nothing about what the business does.
If Google’s struggling to understand your pages, your heading hierarchy is probably part of the problem.
What headings are for (and it’s not design)
Think of your heading structure like a book. You’ve got a title (H1), chapters (H2s), and sections within those chapters (H3s). Each level tells the reader – and Google – how your content is organised and what’s most important.
The H1 is your page title. It should tell visitors exactly what this page is about. Your H2s break up the main sections. H3s sit underneath H2s to divide those sections further.
This hierarchy helps Google understand the relationship between different parts of your content. When you mess with it, you’re essentially handing Google a book with the chapters in the wrong order and random section breaks that make no sense.
The mistakes I see on almost every website
- Your logo or business name as the H1. This tells Google nothing about what the page offers. Your homepage H1 should describe what you do, not just who you are.
- Jumping from H1 to H4 because you liked how it looked. Skipping heading levels breaks the logical structure. If you’ve got an H2, your next heading in that section should be an H3, not an H2 or H5.
- Every sidebar widget with an H2. “Recent Posts”, “Follow Us”, “Newsletter Signup” – these don’t need to be H2s competing with your main content headings. They’re navigation elements, not content sections.
- Using headings for quotes or callouts. Just because you want text to stand out doesn’t mean it should be a heading. That’s what bold text, borders, or different background colours are for.
- Clever H1s that explain nothing. “We Make Magic Happen” might sound nice, but it tells neither visitors nor Google what your business does. “Commercial Cleaning Services in Leeds” works harder.
Why this matters beyond SEO
Screen readers use heading hierarchy to help visually impaired users navigate your content. When your headings are all over the place, you’re making your site harder to use for people relying on assistive technology. Proper structure isn’t just good for Google – it’s good for accessibility.
How to fix your heading structure
Start with your H1. Every page needs one, and only one. It should clearly describe what that specific page is about.
Check your H2s come next. These are your main content sections. Don’t skip straight to H3s or H4s.
Make sure H3s sit under H2s. If you’ve got H3s, they should be subsections of the H2 above them, not floating on their own.
Stop using headings for styling. If you want text to look different, use CSS or the font sizing option within your website builder. Headings are for structure, not decoration.
Review your sidebar and footer. Do those elements really need heading tags? Usually, they don’t.
The quick read test
Read just your headings in order, ignoring everything else. Do they tell a logical story about what’s on the page? If not, your structure needs work.
How to check your heading structure in seconds
If you want to see how your headings look right now, there’s a free Chrome extension called SEO META in 1 CLICK that shows you the heading structure of any page. (It’s also available for Edge and Firefox) Install it, click the icon on any page of your website, and it’ll show you every heading tag in order. You’ll be able to spot skipped levels, missing H1s, and sidebar headings cluttering up your structure straight away.
It’s one of the first things I check in any audit, and it takes about three seconds. Have a look at your homepage first – that’s usually where the biggest heading crimes are hiding.
Want me to look at your heading structure and show you exactly what needs fixing? Book a 1:1 SEO session and get a clear action plan.
