What is an H1 Tag? Importance & SEO Best Practices

Updated by Chima Mmeje — April 23, 2025.

What is an H1 tag?

An H1 tag is an HTML element that defines a webpage’s primary topic. It is the most important heading on the page, helping search engines understand the content’s focus and guiding users to confirm they’re in the right place.

H1 tags play a key role in on-page SEO. Google and other search engines use them to interpret content relevance, while users rely on them for quick page context. An optimized H1 improves SEO, accessibility, and user experience.

HTML heading tags and their hierarchy 

HTML includes six heading levels (H1 to H6) to structure content, collectively known as HTML headings:

• H1: The primary heading that represents the page’s main subject
• H2-H6: Subheadings that organize content into sections and subsections

H1 tags should be the most visually prominent heading on the page, with H2 tags slightly smaller, followed by H3-H6 in decreasing size. This structured hierarchy makes content easier to scan, improving readability and SEO.

Example of H1 tag usage in HTML 

A properly optimized H1 tag helps users and search engines understand a page’s topic. Here’s an example of how an H1 tag looks in HTML:

<h1>Main page header goes here</h1>

Including the target keyword in the H1 tag signals the page's topic to Google and users, improving the potential ranking and click-through rates. Using clear and descriptive H1 tags increases engagement and search visibility, ensuring users immediately understand the page’s focus.

H1 tag examples in SERPs and blog content

On the page that you are currently reading, the text “What is an H1 Tag? Examples & SEO Best Practices” is our H1. It is the highest-level way to classify what this page is about, so it is assigned as an H1 tag in the HTML of this page. 

As we get into more specific topics and questions regarding H1 tags, we use H2 to classify page sub-sections.

In this example from Nordstrom, ‘Women’s Shoes’ is used as the H1.

When it comes to header tags, it is best to keep them simple and to the point. In this case, even though the text is not particularly large, it is still clearly visible without distracting users from the content on the page.

Your blog post title is generally the best choice for your H1 tag on a blog post or long-form article. In this example blog post from The New York Times, the H1 tag is “best hiking boots,” but they’ve used a different text for the title tag: “4 best hiking boots.”

source: The New York Times | Wirecutter

Why do these examples work?

• They are clear and descriptive, immediately telling users about the page
• They include relevant keywords naturally without overstuffing
• They align with user intent, helping search engines and visitors quickly understand the page.

H1 tags provide clarity, structure, and search engine optimization (SEO) value. Here’s why they’re essential:

Help search engines understand your content

H1 tags help search engines interpret content structure. While not a direct ranking factor, studies suggest that well-organized headings improve crawling, indexing, and overall search visibility.

Moz’s senior search scientist, Tom Capper, states:

“A clear heading on a page is an important signal of what a page is about.”

Improve content structure and user experience

An optimized H1 tag sets the foundation for the page. It breaks content into logical sections, making it easier to scan and navigate. Visitors are more likely to stay engaged when they quickly find relevant information. A well-written H1 also makes content easier to digest, supporting mobile and voice search.

Improve accessibility

H1 tags are crucial in making web content accessible to all users, including those who rely on screen readers and assistive technologies. Properly formatted H1 tags create a logical reading order that improves navigation, readability, and overall user experience for people with disabilities.

Follow these best practices to maximize the SEO and usability benefits of your H1 tags:

Use only one H1 tag per page

Traditionally, SEO best practices recommend one H1 tag per page for a clear content hierarchy. While Google allows multiple H1s, using more than one may confuse content structure. To maintain clarity, stick to one well-optimized H1 tag per page.

Don’t rely on styling alone—make sure your main heading is wrapped in an actual  <h1> tag.

MozBar is a quick way to see if your page has one or more H1 tags. You’ll find this information in Page Analysis → On-Page Elements.

Include your target keyword in the H1 tag

Your H1 is one of the strongest on-page signals for search engines. Including your primary keyword reinforces what the page is about and improves your chances of ranking for that term.

For example, this page targeting “Title Tags” also has the keyword in the H1.

This makes it clear to Google and your readers that they’ve landed on the right content. However, the keyword doesn’t have to be a perfect match. Use natural phrasing or synonyms when it fits better because clarity and intent are more important. Aim for a variation that signals the topic if the keyword feels forced.

Keep your H1 under 60 characters

Short, scannable H1s work best, especially since many CMSs use the same copy for the title tag. Keeping it under 60 characters reduces the risk of truncation in search results and ensures it’s easy to read on the page. Use Word Counter to check the length of your H1 tag and ensure it’s not too long.

For example, the above H1 title for a blog post is within the accepted character count. The tool also includes a grammar check and title case, which keeps your pages organized in search results.

Match your H1 to your title tag

Google recommends aligning your title tag and H1 to avoid confusion for users and search engines. While they don’t have to be identical, they should reflect the same topic and intent.

In most CMS platforms like WordPress, your title tag and H1 are automatically the same. However, there are scenarios where you might want different H1s and title tags. For example, when the h1 is too long for a title tag, or you want to use a more engaging title that would attract users but isn’t optimized for search engines. 

Below is a title tag showing on Google Search Results for a Moz blog post.

However, the H1 tag is different on the page.

When using different titles and H1 tags, make sure the difference is minimal. A disconnect between what searchers see in the SERPs and what they see on your page might increase the bounce rate.

To identify mismatched H1 tags at scale, use Moz Pro Site Crawl to audit your site.

• In the Pages Crawled report, filter for Missing or invalid H1
• Review the issue list to catch formatting errors or inconsistencies in content
• You can also cross-check pages with multiple or duplicate titles using the Duplicate Titles or Multiple Titles filters

Optimize for search intent and voice search

Write your H1 to match what users expect to see based on their search. If the page's intent is information, clarify that the page will teach something. For commercial intent, focus on outcomes or solutions. 

Structuring an H1 tag to match intent increases the chances of appearing in Google’s rich results. Reviewing the SERPs is a great way to determine search intent. 

For example, this page on What Is rly has informational intent, which explains why most webpages have a “what is” H1 tag.

Questions and direct statements that align with common search queries improve snippet visibility. Additionally, a clear and concise format also benefits voice search, where users phrase queries conversationally.

Add an H1 to important pages

Every indexable page should have a clear, relevant H1. Pages without one send weaker signals to search engines. If you're auditing your site, Moz Pro makes it easy to spot missing H1s and fix them with a quick crawl.

Auditing your site’s H1 tags ensures that:

• Every page has a unique and relevant H1 that accurately represents its content
• There are no missing or duplicate H1 tags, which can confuse search engines and users

Run a site crawl in Moz Pro

• Log in to your Moz Pro account and click On-Demand Crawl on the left-side dashboard
• Enter your website URL and start the crawl
• Wait for the tool to scan your site and generate a report

Review the crawl report

• Once the crawl is complete, go to Crawl Report and scroll down to Pages Crawled
• Locate the Issue Type dropdown menu (as shown in the screenshot)
• Select missing or invalid H1, multiple titles, title too short, and duplicate titles

Identify and fix H1 tag issues

• Missing H1s: Add a descriptive, keyword-focused H1 to improve clarity
• Duplicate H1s across pages: Ensure each page has a unique H1 to avoid confusion
• Multiple H1 tags on a page: Stick to a single H1 per page 

Rerun the crawl to confirm

After optimizing H1 tags, run a new crawl to verify the issues are resolved.

Most WordPress themes are designed to automatically assign the H1 tag to the title of posts and pages. The process varies depending on whether you use a content management system (CMS) or edit the HTML manually.

Add an H1 tag to a CMS 

Here’s how major platforms handle H1s:

• WordPress: The page or post title is typically assigned as the H1 by default. Some themes allow manual changes through the block editor or theme settings.
• Wix: Provides built-in options to edit H1 tags in the text settings of each page.
• Squarespace: Uses the page title as the default H1, but lets users modify heading styles through the design editor.

Editing H1 tags manually in HTML and CSS

If your website doesn’t use a CMS, you can manually add an H1 tag in HTML:

<h1>Your page title here</h1>

To style your H1 tag using CSS, adjust its appearance with:

h1 {
  font-size: 32px;
  font-weight: bold;
  color: #333;
}

Using properly formatted H1 tags ensures better readability, structure, and SEO performance.

Here’s an overview of the differences between an H1 tag and a title tag

Where H1 and title tags appear

Title tags are displayed in search engine results pages (SERPs) and browser tabs.

Meanwhile, H1 tags are visible on the page itself. 

The title tag provides an external preview of the page’s content, whereas the H1 tag serves as the first heading users see when they land on the page.

How H1 and title tags complement each other

Both tags play a vital role in SEO. The title tag helps improve click-through rates by presenting a compelling page title in search results. The H1 tag reinforces the page’s main topic once visitors arrive, ensuring consistency between what they saw in search results and the actual content.

Should your H1 and title tag be identical?

While they can be similar, your H1 and title tag should not always be identical. The title tag should be written to attract clicks in SERPs, while the H1 should focus on clarity and readability for users on the page. 

A balanced approach ensures both elements work together to improve rankings and user experience.

H1 tags are essential for SEO, user experience, and accessibility. They help search engines and users quickly understand a page’s topic. Using a single, descriptive H1 improves clarity and readability and supports better search rankings.

What is the difference between an H1 and H2 tag?

An H1 tag represents the page's main topic, while H2 tags (and other subheadings) help organize the content into sections. H2s can be used multiple times, whereas there’s typically only one H1 per page.

Does the H1 tag go in the body?

Yes, the H1 tag should always be placed within the <body> section of an HTML document, not in the <head>. It helps define page's main topic for search engines and users.

• Are H1 Tags Necessary for Ranking? [SEO Experiment]
• What are Title Tags?
• The SEO Keyword Research Master Guide