After the H1, H2 and H3 tags create the semantic hierarchy of your page. Each H2 signals a major subtopic; each H3 breaks it down further. On a product page, well-structured headings expand keyword coverage and improve time on page.
H2/H3 hierarchy on a product page
H1: Salomon XT-6 Women Trail Running Shoes
H2: Technical features
H3: Upper and materials
H3: Sole and grip
H2: Size guide
H2: Customer reviewsThis structure tells Google that the page covers trail running shoes (H1), technical specs (H2), and customer reviews (H2) — expanding ranking opportunities beyond the main keyword.
H2 as secondary keywords
Each H2 can target a secondary query: "trail shoe sole", "trail shoe size guide". Google can rank your page on these long-tail queries without any additional effort.
Readability signal
Users scan pages with headings. A product page with visible H2s keeps users longer — lower bounce rate, higher dwell time, positive indirect SEO signals.
Featured snippet eligibility
Q&A-style H2s (e.g., "How to choose trail shoes?") increase the chance of appearing in a featured snippet — position 0 in Google results.
| Tag | Role | Frequency | Contains keywords? |
|---|---|---|---|
| H1 | Main topic of the page | 1 per page | Yes — primary keyword |
| H2 | Major subtopics | 2-6 per page | Yes — secondary keywords |
| H3 | Subsections of H2 | As needed | Optional, natural |
On category pages, use H2 for each product subcategory or attribute filter group. This creates a natural keyword-rich structure that Google can parse without duplicating content.
Audit your heading structure
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FAQ
As many as needed to structure the content logically. There is no SEO penalty for multiple H2s — the key is that each H2 covers a distinct subtopic, not the same idea repeated in different words.