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Heading structure is one of the most practical on-page SEO elements — and one of the most commonly handled inconsistently. A well-structured hierarchy of H1, H2 and H3 tags makes a page easier for both users to navigate and search engines to understand.
Heading structure optimisation reviews and improves the heading hierarchy across your pages. Each page should have a single, keyword-relevant H1, a clear and logical hierarchy below it, and headings that reflect the actual content structure rather than being used purely for visual effect — so every page communicates its topic clearly to both people and search engines.
Heading structure optimisation is the process of reviewing and improving the hierarchy of heading tags (H1, H2, H3 etc.) used across a website’s pages. It ensures each page has a single, keyword-relevant H1, that subheadings follow a logical hierarchy, and that headings are used to organise content meaningfully rather than for visual styling — improving clarity for users and helping search engines better understand the structure and topic of each page.
You need this when you want to understand the specific language people use when talking about your product category, when you’re entering a market and need to understand the search behaviour of your target audience before creating content, or when your current keyword strategy needs to be expanded, refined or aligned to a new set of commercial priorities. Intent mapping ensures the keywords you target reflect what people are actually looking for.
This service includes structured research into the search behaviour of your target audience by topic area, keyword intent mapping, and organisation of findings into a framework that aligns search intent to content type and commercial stage. Delivered as an intent mapping document integrated with your keyword strategy.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The process of reviewing and improving the hierarchy of heading tags (H1 through H6) on each page — ensuring they accurately reflect the page’s topic structure, include relevant keywords at appropriate heading levels and create a logical, readable content hierarchy.
Heading tags communicate page structure to both search engines and users. Search engines use headings to understand what the page is about and how its content is organised. Users scan headings to navigate content quickly. Well-structured headings improve both rankings and user experience.
H1 is the page’s primary title (one per page, reflecting the main topic). H2s are the primary sections. H3s are subsections within H2 sections. H4 through H6 can be used for deeper nesting where content complexity warrants it.
Yes, naturally. The H1 should include the primary keyword. H2 headings should incorporate secondary keywords and topic variations. Headings should read naturally as section titles, not as keyword lists.
Using heading tags for styling purposes rather than content structure — making text large by applying an H2 tag to a non-heading element, or skipping heading levels, disrupts the logical hierarchy that search engines use to interpret the page.
Yes. Multiple H2 headings are expected for any page with multiple distinct sections. Each H2 should represent a substantive, separately identifiable topic section. A long service page may reasonably have five to ten H2 sections.
Screen readers use heading structure to help visually impaired users navigate page content. A well-structured heading hierarchy is an accessibility requirement (WCAG standard) as well as an SEO benefit. Both objectives are served by the same correctly applied heading structure.
Screaming Frog extracts heading tags from all crawled pages and flags common issues: missing H1 tags, multiple H1 tags, duplicate H1 content and skipped heading levels. Manual page review supplements the crawl data.
Only insofar as it reflects the correct use of heading tags. Headings styled with CSS to look like paragraphs (or paragraphs styled to look like headings) without appropriate heading tags miss the SEO benefit. The HTML tag is what matters, not the visual appearance.
With the primary keyword naturally integrated, clearly describing the page’s main topic, differentiated from the page title tag and written for human readability. A unique H1 per page is a basic SEO requirement.