Every so often, a ripple is sent through the Devon SEO community and beyond following a statement from a high-ranking search expert. Earlier this month, John Mueller, Webmaster Trends Analyst at Google, sparked conversation with a comment about H1 tags that caused quite a stir in the SEO community.
He said: “Our systems aren't too picky, and we'll try to work with the HTML as we find it be it one H1 heading, multiple H1 headings or just styled pieces of text without semantic HTML at all.”
In layman’s terms, Mueller is explaining that while H1 tags are useful, they are no longer considered critical by Google’s systems, which can now interpret content structure based on a variety of signals, not just heading hierarchy.
Why Has This Caused a Stir?
Mueller’s comments appear to contradict one of SEO’s most long-standing best practices: the inclusion of target keywords or the primary keyword within a single H1 tag at the top of the web page. Traditionally, this was considered one of the most important ranking factors for search engines.
Back in the early 2000s, not using your main heading (H1) correctly could seriously impact your search engine optimisation efforts. If your keyword wasn’t in the H1, your website simply wouldn’t perform well in the search results. But Google has come a long way, and now uses a variety of data to interpret what a page is about.
Still, the statement raised questions for many, especially those who work with WordPress themes and content management systems where heading tags are automatically assigned. Should we all just stop bothering with H1s altogether?
How Headings Are Used in SEO
To understand Mueller’s reasoning, it helps to consider how HTML code defines structure. The H1 is generally regarded as the most important heading on the webpage, giving search engines and users their first clue about what the content covers. Below it sit subsequent headings like H2, H3, and so on, which help break the text into different sections.
Well-structured heading tags improve usability and accessibility. They offer a logical flow and help screen readers identify the content hierarchy. This structure also aids in delivering accurate information to users and helps them make sense of a blog post, especially one that’s longer or more technical.
H1 Tags vs. Title Tags
It’s worth clarifying the difference between an H1 tag and a title tag. The latter appears in browser tabs and search engine results pages (SERPs), while the former is what users see on the page itself. The page title (title tag) carries more SEO weight in most cases, but both need to be optimised for the best chance of achieving higher rankings.
So while Google may not strictly rely on header tags to determine what a webpage is about, they still offer value in terms of logical structure, user experience, and reinforcing the post title in a way that aligns with your chosen keywords.
Why H1s Are Still Important for SEO
Despite what Google’s John Mueller has said, there are still strong reasons to include a single, well-written H1 on each site page. It helps search engines understand the content, contributes to accessibility, and can even show up in the SERPs in place of the title tag. If that happens, the blog post title becomes the main descriptive text that users rely on to decide whether to click.
This is particularly important for improving click-through rates and reducing bounce rates metrics that can indirectly affect rank and visibility.
From a technical limit standpoint, it’s best not to include multiple H1 tags, as this can confuse both Google and users. Keeping it to one H1 per page, paired with clear other headings, creates a smoother experience for everyone.
A Page Needs More Than Just an H1 to Rank
Of course, a solid H1 alone won’t push your site to the top of the search results. You need quality content that addresses the searcher's query, provides relevant information, and establishes your business as an expert. That includes crafting detailed paragraphs, using keywords strategically, and avoiding keyword stuffing.
Then there are your meta descriptions which, while not a direct SEO factor, do influence user behaviour in the SERPs. An effective meta description contains your primary keyword, is compelling, and encourages clicks. This drives traffic to your web page, signalling that it deserves a better position.
You should also build internal links into your content links that feel natural and point to related topics, rather than generic “click here” prompts. This not only boosts SEO but also improves user navigation and session duration.
Optimise the Entire Structure
Finally, think about how your blog post is structured overall. Are you using a consistent logical structure across your site? Are your post titles clear and concise? Do your heading tags support a smooth reading journey?
Even though most WordPress themes take care of some of this for you, it’s worth manually reviewing your html code to ensure best practices are followed.
Bluesoup Can Help
If you're unsure how to optimise your H1s, title tags, or any other aspect of your content, talk to us at Bluesoup. We help brands and businesses across Devon and beyond create websites that not only look good but also rank with structure that makes sense, content that performs, and strategy backed by solid keyword research.
Let us help you cut through the jargon and get your site climbing the rankings because great content deserves to be seen.
