Using subheadings – SEO copywriting training

By | August 26, 2019


In this video, we’ll have a look
at how you can use subheadings effectively. First, we’ll have a look at why
it’s important to use subheadings well. Then we’ll look at how
you can best make use of subheadings. So let’s first look at the why. We’ve already seen that if you want
to present your ideas clearly, you’ll need a text with a good structure. A big blob of text without any structure
isn’t very appealing and it’s hard to read. Subheadings can show a reader
the structure of your text. That way, subheadings help to make
your text more readable. The guiding principle here is that visitors
want to access the information they need as quickly and effortlessly as possible. As we’ve seen, as a visitor on a page, you’ll scan the content of the website
quickly to see if it’s relevant to you. This means that you’ll want to know
whether the page provides you with answers to the question
you’re trying to resolve with your search; or whether it offers you the products
and services that you’re looking for. Quickly checking the subheadings of a text, is the easiest way to form
a first impression of that text. Because subheadings stand out. If, based on this, you think the text
is what you’re looking for, you’ll probably read on. If not, you might just bounce right back
to the search results. Subheadings are also extremely important
to make your website accessible to visitors who use screen readers. They can jump between subheadings
to get an idea of what the text is about, just like all other visitors. But subheadings will also be an essential
element for navigation; if a visitor using a screen reader wants
to go back to a certain part of the text, going back via the subheadings
makes this much easier. So you really need to get
your subheadings right to create a fully accessible browsing
experience for everyone. Headings might also be an indicator for
Google to determine what the text is about. But really, first and foremost
you should think about your readers and how they’ll experience your website. So then let’s look at what points
you need to focus on in order to write good subheadings. As mentioned before, headings help
to visually structure your text. “Structure how exactly?” you might ask. Well, they basically provide
a quick summary of what the following part
of the text is about. So you should add a subheading before each group of paragraphs
that is similar in topic. Or you might also have a subheading
in front of a longer paragraph that has a distinct topic. Thinking about where to put
your subheadings is actually something you should already do
during the planning phase of your text. Remember when we told you to summarize
your subtopics in a few words? Check those words again. They might already be subheadings
you can use immediately. This doesn’t mean you need to have all of your subheadings clearly formulated
right at the beginning, of course. Finding the exact wording
is something you can do when you’re writing
and editing your text, which is why we’re discussing subheadings
in detail in *this* module. When formulating your subheadings,
being informative is key. Yes, it’s also true that subheadings
make your text look more appealing by adding visual structure. But what’s most important
is to make them descriptive, rather than trying hard to make them
particularly “catchy”. Don’t use your subheadings as cliffhangers
that leave your readers in suspense. Of course, your subheadings
shouldn’t be unattractive, but they should be attractive
exactly *because* they’re descriptive. In that sense,
making your subheadings attractive means making them as clear
and to-the-point as possible. Don’t forget: the subheading’s job
is to tell a reader at a single glance what a particular passage
in your text is about. Now, let’s get a bit more technical, and talk
about several types of subheadings. Subheadings can have different levels
to indicate hierarchy. You can use this hierarchy
to group topics and subtopics. The different hierarchical levels
are expressed by particular html tags. These html tags are called
H1, H2, H3 and so forth. You can set the level for each subheading
when creating it in the WordPress editor. There’s a few things you need to pay special
attention to with regard to these levels. Let’s have a look at an example. This is an example of an article
on weeknight dinners as you might find it on a cooking blog. First, it’s important to note you shouldn’t
use the H1 tag for your subheadings. An H1 should only be used
once per page, for the title. The next point is that you should avoid
jumps in the hierarchy. Note that each level is only ever followed
by the next lower level, or back to a higher level. In this example, you have H2s
for the broader sections of the text, such as tips and tricks
for easy weeknight dinners and advantages of making
your own easy weeknight dinners. Some of the broader sections
are subdivided again by H3s. For example, the H2 section
on tips and tricks is subdivided into an H3 on preparation
techniques, and one on ingredients. What you shouldn’t do is have an H2
followed by an H4, for example. This might seem obvious,
but it’s easy to get it wrong if you only rely on the visual appearance
of headings. So make sure to check the actual level
of all of your headings in the editor. Finally, make sure that the structure
of your text doesn’t get overly complicated. Occasionally you might have a complex
article that requires deeper levels such as H5 or H6. But in those cases, you might want
to double check whether your article
hasn’t become too complex. So to sum up, subheadings are important
devices to structure your text. They help readers decide
whether a text is relevant to them and to easily navigate
the different parts of your text. Start thinking
about your subheadings already when you set up the structure of your text
in the planning phase. And once you’re writing and editing, make sure to make them
as clear and descriptive as possible.

One thought on “Using subheadings – SEO copywriting training

  1. Md Shahidul Alam Post author

    Thank you for your good explain to us.

    Reply

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