search engine optimization — basics

Use HTML to Structure Your Content

Use HTML to Structure Content

People come to your site to find content. If you don't make information easy to find—and find quickly—the visitor you worked hard to attract will leave. Use basic HTML to provide structure to your content so that it is easy for the reader to scan and focus on the desired content.

Use the appropriate heading tags in your document.  Journalists understand story structure with heds, dek, and subheds. Structure in HTML uses heading tags <h1> through <h6>. Actual usage is generally <h1> through <h4>. 

use heading tags to organize content

This example shows the use of <h1> and <h2> tags to establish content hierarchy. Use HTML heading tags like you would the heading tags in an outline. An H3 should be subordinate to an H2. Only use one <h1> tag per page.

Only use heading tags to provide logical and useful entry points into a clearly defined portions of the content. Don't use heading tags to make text bigger or bold; use the appropriate HTML semantic tags: <em> for italics and <strong> for bold.  

Where possible use your keywords in your headings. This will help with SEO and will visually guide the visitor to the words that best match the original search.