Fixing Headings Won’t Boost Rankings

Google’s John Mueller recently addressed a question on Reddit about the impact of hierarchical heading structures on SEO, offering insights into how Google interprets headings and their limited influence on rankings.

Hierarchical Heading Structure

A hierarchical heading structure refers to organizing heading elements (H1, H2, H3, etc.) in a logical sequence based on the importance of the content. While this structure is important for readability and accessibility, it's often misunderstood as a major ranking factor in SEO.

Typically, a webpage has one H1 heading to signal the main topic, with H2s and H3s breaking the content into relevant sections and subsections. However, as Mueller explained, Google doesn’t require the first heading to be an H1. The first heading could be an H2 or another tag, and it’s not a directive for search algorithms to follow strictly.

Google generally adheres to the technical standards of the World Wide Web Consortium (W3C), which defines the use of HTML elements like headings. However, many websites use headings for stylistic purposes rather than semantic structure, and Google isn’t overly strict about this.

Are Incorrectly Ordered Headings Harmful to SEO?

One Reddit user asked how much harm, if any, would come from using headings out of order or skipping headings altogether. Specifically, they wondered about the impact of having non-sequential tags, such as using an H4 before an H1 or skipping an H2 altogether.

Mueller’s response provided clarity.

Headings Have a Slight Impact

John Mueller confirmed that while heading order has some impact, it's not a major ranking factor. He noted that following the correct heading order helps search engines better understand the content, but the effect is minimal.

"Doing things properly (right order headings) is a good practice, it helps search engines lightly to better understand your content, and it’s good for accessibility. If you’re setting up a new site, or making significant changes on your templates, or just bored :-), then why not take the extra 10 minutes to get this right," said Mueller.

However, he was clear that fixing the heading structure on an existing site won’t result in significant ranking changes.

Fixing Headings Won’t Change Rankings

Mueller went on to emphasize that while organizing headings correctly is good practice, it won’t dramatically improve your SEO rankings. He suggested focusing on overall site value rather than obsessing over heading tags.

"That said, if you have an existing site, fixing this isn’t going to change your site’s rankings; I suspect you’ll find much bigger value in terms of SEO by looking for ways to significantly up-value your site overall," Mueller advised.

His comments suggest that SEO professionals and site owners should prioritize content quality and user experience over technical fixes like heading structure. A low-effort site, even with perfectly ordered headings, won’t perform well in search rankings. Instead, adding meaningful content and improving user engagement will likely have a more significant impact.

Where to Put Your Energy

While it’s always good practice to use a proper hierarchical heading structure for readability and accessibility, don’t expect it to be a magic bullet for SEO improvements. Google uses headings to better understand content, but the overall value of your site and the quality of information it provides will have a much bigger impact on your search rankings.

As John Mueller puts it, "Put your energy into making it higher-value overall instead."