Gary Illyes Discusses SEO Value of Hierarchical Heading Structure and Its Relevance to Google

Google’s Gary Illyes addressed a query regarding the SEO significance of organizing heading elements (H1, H2, etc.) in a hierarchical structure. His response provided insight into the actual value of heading elements in digital marketing.

Heading Elements

In simple terms, HTML Elements are the building blocks of a webpage, much like the foundation and roof of a home. Each has its proper place within the overall structure. Heading elements indicate the topics and subtopics of a webpage, offering a list of topics when viewed solely by their headings.

The World Wide Web Consortium (W3C), which defines HTML, explains headings as follows:

“HTML defines six levels of headings. A heading element implies all the font changes, paragraph breaks before and after, and any white space necessary to render the heading. The heading elements are H1, H2, H3, H4, H5, and H6, with H1 being the highest (or most important) level and H6 the least.

Headers play a similar role to lists in structuring documents and often include numbering or graphics akin to bullets in lists.”

Proper ordering of headings according to their hierarchical structure is correct.

What Google Says About Headings

A person inquired, noting that the SEO Starter Guide suggests using heading elements in "semantic" order for screen readers. They were curious if the guidance was outdated because an SEO tool advised otherwise.

Gary narrated the submitted question:

“I recently read in the SEO starter guide that ‘Having headings in semantic order is fantastic for screen readers, but from Google Search’s perspective, it doesn’t matter if you’re using them out of order.’

Is this correct? An SEO tool told me otherwise.”

The question is valid because it seems logical to use heading elements reflecting the hierarchical significance of different sections on a webpage.

Here’s Gary’s response:

“We frequently update our documentation to ensure it remains current. The SEO starter guide was refreshed a few months back to maintain its relevance, so what you read in the guide is accurate.

Also, just because a non-Google tool advises something, it doesn’t mean it’s relevant for Google; it might still be a good idea, just not necessarily pertinent to Google.”

Is It Relevant For Google?

The official HTML standards allow flexibility in the use of headings.

The standards state:

“A heading element briefly describes the topic of the section it introduces. Heading information may assist user agents, for example, in automatically constructing a table of contents for a document.”

They also note:

“The heading elements are H1, H2, H3, H4, H5, and H6, with H1 being the highest (or most important) level and H6 the least.”

HTML5 specifications for headings imply hierarchical ordering, yet headings signify the start of a new webpage section. While the official standards encourage “nesting” headings for subtopics, it’s a strong encouragement, not a strict rule.

“The first heading within a section indicates the heading for that section. Headings of equal or higher rank begin new sections, while lower rank headings start subsections within the previous one.

Sections can contain headings of any rank, but authors are strongly encouraged to either use only h1 elements or to use elements of appropriate rank for the section’s nesting level.”

This encouragement to use H1 elements may seem unusual, but it’s simply an encouragement, not a rigid rule.

The official HTML standards stress accessibility when using heading elements hierarchically. Google’s use of heading elements aligns with official standards, permitting deviation except for accessibility concerns.

The SEO tool correctly states the proper use of heading elements involves hierarchical order, but incorrectly claims it benefits SEO.

For screen readers, H1 is the most important heading, but not for Google. Back in 2001, H1 was the most crucial heading element in SEO, but it hasn’t been for many years.

Despite misunderstandings, some SEO tools and professionals still regard H1 as the most important heading for Google, which is inaccurate.

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