Why headings matter

Headings create the visible outline of a page. They help people scan, give assistive technology useful navigation landmarks, and clarify how the page's ideas relate.

The H1 names the main topic. H2s introduce major sections. H3s divide those sections when needed. When headings are missing, repeated without purpose, or chosen only for visual size, the page becomes harder to navigate. The grimoire may look polished, but its chapter labels are scrambled.

H1 vs H2 vs H3

Most standard pages benefit from one clear H1 that names the page. Multiple H1s are not automatically invalid, but they deserve review when the main topic becomes unclear. Use H2s for major sections and H3s for subsections within them.

A service page might use this structure:

<h1>Technical SEO Services in Maine</h1>
<h2>What Technical SEO Includes</h2>
<h2>Common Issues We Fix</h2>
<h2>Who This Service Is For</h2>
<h2>How to Start</h2>

Thin content and unclear page focus

Thin content does not always mean short content. A short page can be useful if it answers the question clearly. A long page can still be thin if it says very little.

A page usually needs enough copy to explain what the offer is, who it is for, what problem it solves, what the next step is, and what makes it credible. If a scan says the page needs more text, do not add filler. Add useful explanations, examples, FAQs, service details, process notes, or implementation guidance.

Google's guidance on helpful content is a good north star: write for people first, not just search systems.

How to fix headings by platform

On WordPress, Shopify, Wix, Squarespace, Webflow, GoDaddy Website Builder, HubSpot CMS, Duda, Framer, Joomla, and Drupal, headings are usually edited in the page builder, theme editor, content editor, or template. The risk is that some themes visually style text as a heading without using the correct HTML heading tag, while others use multiple H1s by default.

Check the visible page first. Then inspect the page source or run a scan. If the visible heading looks right but the scan says the H1 is missing, the page may be using a styled paragraph or div instead of a real heading. If the scan says multiple H1s exist, the template may be applying an H1 to the logo, hero, or hidden element.

For platform-specific work, start in the page editor. If the heading problem appears on many pages, check the theme/template rather than editing every page one by one.

How to fix headings on static/custom sites

On custom HTML, use semantic heading tags. Do not use headings only because they are large. Use CSS for styling and HTML for structure.

<main>
  <h1>Plain-English SEO Services</h1>
  <section>
    <h2>What We Fix</h2>
    <p>...</p>
  </section>
</main>

If you need text to look like a heading but it is not a real section title, use a class instead of a heading tag. If a section needs a heading for screen readers, give it one.

Check the Outline Before Adding More Copy

Make sure each important page has a visible topic and a logical section order. Run a scan when you need to compare the visual page with its underlying heading structure.

Run a Scan