Headings, also known as H-tags, give structure to a page, much like an outline gives structure to a report or term paper.

Heading Types

H1 – The page main headline or title. It should contain the main theme of the page and most important keyword or keywords. There should be only one. Within our CMS, the page headline or Title is entered when the page is created. Do not duplicate it within the content of the page editor.
H2 – Section headlines to describe each section.
H3 – Subsection headlines that break-up sections in an orderly fashion.

A heading should briefly describe the topic of the section it introduces. H1 is included automatically in our CMS, upon the creation of the page, so do not duplicate the H1 heading by adding it to the top of your page of text. It’s a best practice to begin a page with introductory information, not another heading. For subsequent headings, use an outlines that makes sense and you’ll be fine.

Make Headings Useful

Headings should inform the content that appears below them.

  • Be clear and precise. Good H-tags create a story structure or outline.
  • There should be one H1 tag only, the title of your page.
  • Do not use H-tags to style or design the appearance of text.
  • Do not use headings in navigation or sidebars.
  • Do not center headings.

Do not use headings as design elements, as it destroys a page’s outline and withholds the easiest way for you to share with search engines what’s important on your page.

Ways to Write Headings

  • Questions phrased as your users would ask them.
  • Use nouns that clearly identify something the user is looking for.


  • Question: How do I apply for admission to the college?
  • Verb phrase: Applying for admission to the college
  • Imperative: Apply for admission to the college
  • Sentence: There are three steps to the college admission application.
  • Noun: Application for admission
  • Or keep it simple: How to Apply

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