H tags

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The H tags are the HTML tags from <h1> to <h6>. They are used to define headings in the HTML of your website. These tags (in particular<h1> and <h2>) are really important for SEO and should be always implemented and optimised.

How to optimise the H tags

There is one important factor for the optimisation of all the H tags, never insert text that does not help your SEO inside any h tag.

<h1> optimisation

You should mark your primary keyword with the <h1> tag. You should use this tag only once in every page otherwise the <h1> tag won’t have the same positive effect on your ranking.


The main keyword of the Women’s Shoes page on Zalando UK is “Women’s Shoes”, which is correctly marked with the <h1> tag.


<h2> optimisation

The <h2> tag should be used for your secondary keywords or a combination of the primary keyword with secondary keywords. This tag can be used more than once but it is important to avoid an excess of <h2> tags.


The Women’s Shoes page on Zalando UK has 4 strings marked with the <h2> tag in the HTML. The text inserted in the <h2> tags are always a combination of the main keyword with secondary keywords (e.g. “fashion”, “look”, “outfit”) as you can see in the examples below.

<h3> to <h6> optimisation

The H tags <h3> <h4> <h5> <h6> are not as important as the <h1> and the <h2> but it is still better to optimise them with secondary keywords if is possible to do so organically. While the presence of optimise <h3> tags has a positive impact on the SEO of a webpage, the presence of the <h4>, <h5> and <h6> tags won’t affect significantly the performance of your webpage.[/sociallocker]