The short answer
To structure a page for SEO, use one H1 that matches the main keyword and title, then H2s for each main question or section, and H3s only for sub-points inside an H2. Answer the main question in the first two or three sentences, keep paragraphs short, and use lists, tables and examples where they make the answer clearer.
Before you start
By the end of this SOP
A page with a clean heading outline and an answer-first structure.
- Time
- 20–30 minutes per page
- You’ll need
- Edit access to the page, and ideally a content brief (SOP 213).
- Who does this
- The writer or person responsible for SEO.
About this SOP: why it matters, where and when
Why it matters: Clear structure helps readers stay, helps Google understand the page, and makes it easier for AI answers to quote you.
Where: In the page editor (WordPress block editor, Shopify, Webflow).
When: When writing a page, and when improving pages from Search Console (SOP 210).
Stage 1
Check the heading outline
- 1
One H1 per page: the main topic, close to the SEO title. In WordPress the post or page title is usually the H1, so don’t add another H1 block.
- 2
H2 for each main section. Write many as real questions, e.g. “How much does a digital marketing course cost in Kerala?”
- 3
H3 only for sub-points under an H2. Don’t skip levels or use headings just to make text big.
Tip
Quick check: right-click → Inspect, or use the WordPress List View (top toolbar) to see every heading in order.
Stage 2
Lead with the answer
- 1
Answer the main search in the first 2–3 sentences, in plain words. Then explain.
- 2
Under each question H2, give the direct answer in the first sentence, then the detail.
Stage 3
Make the body easy to read
- 1
Paragraphs of 2–4 lines. One idea per paragraph.
- 2
Use bulleted or numbered lists for steps and options, and a table for comparisons (fees, durations, features).
- 3
Add real examples, numbers and local details. Bold only the few phrases that matter.
- 4
End with the next step: a call to action or a link to the next guide.
Agency playbook
Doing this for a paying client
What a senior checks before calling the job done. Numbers are starting rules; compare them with the account’s own history.
What good looks like
- Reading only the headings tells you the full story of the page. If not, the outline needs work.
- The H1, SEO title and first sentence all describe the same topic in similar words.
- Each H2 answer opens with one or two sentences that make sense when quoted alone, as AI Overviews and featured snippets do.
- No heading is used only for styling. Theme labels like “Quick Links” are not marked as H2.
- On mobile, the main answer and first call to action appear on the first screen or close to it.
Mistakes we see on real accounts
- Rewording every H2 on a page that already ranks well. Traffic can drop, and you can’t tell which change caused it.
- Stuffing the keyword into every heading. It reads badly and looks manipulative to readers and Google.
- Hiding key answers inside tabs or sliders that need clicks. Readers miss them, and quotes may come from elsewhere.
- Adding FAQ schema to win extra snippets. Since 2023 Google shows FAQ results mainly for government and health sites.
Agency checklist before you call it done
- Before and after heading outlines are saved in the client folder, exported from an outline checker or a screenshot.
- Theme and page-builder templates checked for hidden or duplicate H1s in headers, sliders and footers.
- Change log records the URL, date and what changed, so ranking shifts can be linked to edits.
- Client approved any rewording of service names or claims in headings.
- URL submitted for re-crawl with URL Inspection in GSC after publishing.
- Follow-up note set to compare clicks and CTR (click-through rate) for that page after 4–8 weeks.
Handover message to the client
Hi [Client name], we restructured [page] so the answer comes first and the sections are easier to scan. No wording about your services changed without your approval. We’ll report how clicks and enquiries move on [date].
Senior tip
Pull the page’s real queries from GSC and turn the top unanswered ones into H2s. That matches the page to how people actually search, not how you guessed.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Take one existing page and rewrite its heading outline: one H1, question-led H2s, and an answer in the first two sentences.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
Do headings help SEO?
Yes. They help Google understand the structure and topics of a page, and help readers find what they need.
Can I use more than one H1?
It won’t break the page, but one clear H1 is simpler for readers and search engines. Use H2s for sections.
Done. That’s a real skill, not a certificate.
Next: SOP 216 — Find and Add Useful Internal Links →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track