Why headings matter

Headings are the visible structure of a page. They help people scan, help assistive technology navigate, and help search engines understand the page’s main ideas.

The H1 is the main page heading. H2s are major sections. H3s are sub-sections inside those sections. When headings are missing, duplicated, or used only for visual size, the page becomes harder to understand. The page may still look pretty, but the grimoire has no chapter titles.

H1 vs H2 vs H3

Most standard pages should have one clear H1. The H1 should describe the page, not just say “Welcome” or “Services.” H2 headings should organize the page into useful sections. H3 headings should support H2s, not replace 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.

Want the scan to point to fixes like these?

Run SEO Crystal Ball, then use this library to translate the finding into practical next steps. No vague prophecies. Just useful work.

Run a Scan