TL;DR. This lesson is about writing the headings, not diagnosing them (that is Module 4.5). Rule: H2s are written as the reader's actual question. "Features" becomes "What features does Rankscale support?" Question-format H2s double as FAQ candidates engines extract as direct answers. One H1 per page, 3–8 H2s, H3s grouped logically. Never skip a level.
Why H2 phrasing is worth the work
Two reasons AI engines weight question-format H2s heavily:
- Query alignment. Users ask "what features does X support?" Engines look for pages with headings that match that exact phrasing.
- Chunk labeling. Each H2 labels the chunk beneath it. A question-form label tells the engine exactly what question this chunk answers.
Flat or statement-form H2s force the engine to infer what the chunk is about. Question-form H2s tell it.
The before-and-after patterns
| Weak H2 (statement) | Strong H2 (question) |
|---|---|
| Features | What features does Rankscale support? |
| Use Cases | Who should use Rankscale? |
| Pricing | How much does Rankscale cost? |
| Setup | How do I set up Rankscale in my team? |
| Integrations | What tools does Rankscale integrate with? |
| Comparison | How does Rankscale compare to [alternative]? |
| Benefits | Why use Rankscale over [alternative]? |
| About Us | What is Rankscale and who built it? |
The 4 writing rules
Rule 1: One H1 per page, matching or paraphrasing the target prompt. If your target prompt is "mobile phone plans," the H1 is "Mobile Phone Plans" or "Mobile Phone Plans in 2026" or "Best Mobile Phone Plans for [audience]." Not your brand slogan. Not "Welcome to Our Site."
Rule 2: 3 to 8 H2s per page, all questions. Fewer than 3 = the page is too shallow for most topics. More than 8 = split into two pages. Each H2 is phrased as a question a reader would actually type or ask.
Rule 3: H3s are parallel sub-answers. Under an H2 like "How does Rankscale compare to [alternative]?", the H3s might be "On pricing," "On coverage," "On support." Parallel structure. Short and scannable.
Rule 4: Never skip a level. H1 → H2 → H3 → H4. Never H1 → H3 directly. Skipping breaks chunking logic. Every heading tool flags this.
The "visual vs semantic" trap
Marketing pages often use styled div or span tags to look like headings. Visual hierarchy looks right; semantic hierarchy is empty. Always use real <h1>, <h2>, <h3> tags. If your designer argues for "more visual control," tell them screen readers and AI crawlers only see the semantic tags. The visual styling can be applied on top.
How this interacts with chunkability (Module 4.6)
Chunks are bounded by headings. A page with clean question-format H2s and parallel H3s creates cleanly-scoped chunks. A page with flat or missing headings creates ambiguous chunks that get deprioritized. The two rules reinforce each other.
Do this now:
Open your priority page. List every H2. Rewrite any non-question H2 into a question. Ship the change. Takes 20 minutes for most pages.
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