In the ever-changing landscape of SEO, understanding how to properly use HTML heading elements (H1, H2, etc.) is crucial. Recently, Google’s Gary Illyes shed some light on this topic, providing valuable insights into the actual value of these heading elements for digital marketing.
What Are Heading Elements?
HTML heading elements (H1, H2, etc.) serve as the building blocks of a web page, much like the foundation and structure of a house. They communicate the main topics and subtopics of a web page, essentially acting as a list of contents when viewed by their headings alone.
Official Definition by W3C
The World Wide Web Consortium (W3C), which defines HTML standards, describes headings as follows:
“HTML defines six levels of headings. A heading element implies all the font changes, paragraph breaks before and after, and any white space necessary to render the heading. The heading elements are H1, H2, H3, H4, H5, and H6, with H1 being the highest (or most important) level and H6 the least.”
What Google Says About Headings
A question was posed to Google regarding the SEO value of hierarchically ordering heading elements. The inquiry stemmed from a discrepancy between Google’s SEO Starter Guide and recommendations from an SEO tool.
The Question
The individual asked: “I recently read on the SEO starter guide that ‘Having headings in semantic order is fantastic for screen readers, but from Google Search perspective, it doesn’t matter if you’re using them out of order.’ Is this correct because an SEO tool told me otherwise?”
Gary Illyes’ Response
Gary Illyes clarified:
“We update our documentation quite frequently to ensure that it’s always up to date. In fact, the SEO starter guide was refreshed just a couple months back to ensure it’s still relevant, so what you read in the guide is as accurate as it can get.
Also, just because a non-Google tool tells you something is good or bad, that doesn’t make it relevant for Google; it may still be a good idea, just not necessarily relevant to Google.”
Understanding Google’s Stance
The official HTML standards are flexible about the use of headings. According to the standards, heading elements should briefly describe the topic of the section they introduce. They are used by user agents to construct a table of contents for a document automatically. The hierarchical order of headings is implied but not strictly enforced.
Hierarchical vs. Non-Hierarchical Order
While the HTML5 specifications encourage using headings in a hierarchical order (H1, H2, etc.), this is a strong suggestion rather than a strict rule. The first element of heading content in a section represents the heading for that section. Subsequent headings of equal or higher rank start new sections, while headings of lower rank start subsections. However, authors are encouraged to either use only H1 elements or elements of the appropriate rank for the section’s nesting level.
The Importance of H1 for Google and Screen Readers
The SEO tool correctly states that the proper use of heading elements is to place them in hierarchical order. However, it is incorrect to claim that this is better for SEO. The H1 element is the most important for screen readers but not necessarily for Google.
The Evolution of Heading Importance
Back in 2001, the H1 element was crucial for SEO. However, this hasn’t been the case for decades. Despite this, some SEO tools and practitioners still believe that H1 is the most important heading for Google, which is simply not true anymore.
Practical Implications
For practical SEO, it’s essential to focus on creating a clear and accessible structure for your content rather than stressing over the hierarchical order of headings. Ensure that your headings make sense to your readers and provide a logical flow of information.
Accessibility and User Experience
While hierarchical headings are important for accessibility and screen readers, they are not a strict requirement for SEO. Prioritize the user experience and readability of your content, as these factors play a more significant role in modern SEO practices.
Conclusion
Google’s clarification on the use of heading elements reinforces the idea that while hierarchical order is recommended, it is not a rigid requirement for SEO. The key takeaway is to focus on creating clear, logical, and accessible content for your readers. Remember, what’s most important for SEO is the overall quality and relevance of your content, rather than the strict adherence to heading order.
Further Reading
For more insights on this topic, you can listen to the SEO Office Hours Podcast at the 13:17 minute mark: SEO Office Hours Podcast.
By understanding and applying these principles, you can enhance your SEO strategy and create content that not only ranks well but also provides a great experience for your readers.
