- Element Code: ON-021
- Issue: Headings skip levels or the page lacks a logical H1–H6 structure
- Impact: Weaker content parsing and accessibility; unclear topical structure
- Fix: Use one H1, then nest H2/H3 logically without skipping levels
- Detection: Screaming Frog, accessibility audits, WAVE
What this issue means
Headings (H1–H6) define a page's outline. A correct hierarchy has a single H1 (the page topic), H2s for main sections, and H3s nested under them. Problems include skipping levels (H1 straight to H4), multiple H1s, or using headings purely for visual size.
Why it matters
Search engines use heading structure to understand topic and subtopics, and it directly affects how AI Overviews and featured snippets extract answers. For screen-reader users, headings are the primary way to navigate — a broken hierarchy makes a page hard to use.
How to fix it
- Use exactly one H1 that states the page topic.
- Nest logically: H2 for sections, H3 for sub-points — never skip a level.
- Describe content with headings, not styling (use CSS for size).
- Write descriptive, keyword-aware headings that mirror how people ask questions.
Common mistakes
- Multiple H1s on one page.
- Jumping from H2 to H4 because of how a theme styles text.
- Empty or purely decorative headings.
Tools
Screaming Frog reports heading structure at scale; WAVE and axe audit hierarchy for accessibility.
Related: Internal Linking FAQ
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