An H2 is an HTML heading commonly used for a major section beneath the page’s main heading. It should tell readers what that section explains. Useful H2s create an outline of the answer instead of repeatedly restating the whole page’s topic.
Label the section rather than the keyword target
Choose wording that predicts the content immediately below. A service page might use headings about suitability, process, exclusions and preparation. Repeating the service name in each label can make those differences harder to scan. W3C’s heading guidance emphasises descriptive labels. This supports clear navigation; it does not establish a fixed search-ranking reward for placing an exact keyword in every H2.
Keep the hierarchy logical
Use the main heading for the overall subject, H2s for main sections and supporting headings where sections need subdivisions. Do not select a heading level solely because its default font looks right. Designers can style logical markup appropriately. Check whether the heading outline still makes sense without the paragraphs underneath, and confirm that each promised section contains a useful answer.
Review headings with the article's purpose
Compare the labels with the page’s search intent. Remove headings that introduce unrelated topics just to capture another keyword. Turn vague labels such as Our Approach into more specific wording where it improves meaning. SEO content review can check headings alongside answer coverage and accessibility, rather than treating an H2 keyword count as a quality score.
Read the heading list on its own
Collect the H2 labels in order and check whether they describe the explanation’s progression. Two headings that promise essentially the same answer may indicate repeated content; a heading with no clear relationship to the page may signal scope drift. Revise the structure before adjusting keyword wording. Then check that each section actually delivers the specific answer its label promises, especially after paragraphs have been moved between sections.
A service process example
Imagine a Perth upholstery business explaining furniture restoration. Headings such as Assessing the frame, Choosing fabric and Preparing an estimate help customers follow the process. Using Upholstery Perth repeatedly would identify the broad subject but hide the sequence. Read the page on a phone and through its heading list to see whether the structure remains usable. Clear headings can support comprehension, while individual ranking changes cannot be attributed confidently to one keyword’s placement without considering the wider page and search context.
Common questions
Does every H2 need the main keyword?
No. Use the wording that describes that section accurately. Repetition is appropriate only when it adds clarity.
Is there an ideal number of H2 headings?
No universal count applies. Organise the real sections of the content and avoid splitting the article into empty or repetitive blocks.
Terms in this guide
- H1 heading — The primary page heading that introduces the content’s main subject. This site uses one clear H1 and a logical hierarchy of supporting headings.
- Search intent — The task or question behind a search, such as learning a concept, comparing options or finding a provider. Content should answer the intended need.
- Accessibility — Designing content and controls so people with different abilities can use them, including through a keyboard, screen reader, enlarged text or reduced motion.
Related SEO guides
Apply this to your website
Explore SEO Services for help planning and implementing the relevant changes, or discuss your website with Refined IT.