Headings (H1 through H6) organize the content hierarchy and help search engines and AIs understand the page structure. Using them correctly impacts both SEO and GEO.
Fundamental rules:
- H1: only one per page. It should contain the main keyword and describe the central topic of the content.
- H2: the article's main subsections. Each H2 should cover one aspect of the topic. Using real questions as H2s is excellent for GEO (the AI identifies that the block answers a specific question).
- H3: subdivisions within an H2 section. Used when an H2 topic needs to be broken into smaller parts.
- Logical hierarchy: never skip levels (H1 straight to H3 without an H2). The hierarchy needs to make semantic sense.
For generative AIs, headings are especially important because they delimit blocks of information. When the AI needs to answer "what is X", it looks for a heading that asks that question and the paragraph that follows. Clear, descriptive headings significantly increase your chances of being cited.