An H1 is the highest level of heading in HTML. On most pages it is the headline a visitor reads first, stating the topic in plain words. The HTML standard does not require exactly one per page, though most sites use one because it makes the page's main subject clear. Google lists heading elements among the sources it can use for title links in search results.
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What makes a good H1
Write it for the person who has just landed. It should confirm they are in the right place and match the promise of the title and the query that brought them there.
- States the page's topic plainly
- Reads naturally and includes the main phrase where it fits
- Appears near the top of the main content
- Consistent with the title tag, without needing to be identical
One H1 or several
The HTML standard says a document can contain multiple top-level headings and gives an example with three h1 elements. It also says a page with no level 1 heading is conforming but not encouraged. So a second H1 is not an error, and it is not a reason for panic in an audit.
One H1 remains a sensible default, because it gives the page a clear main heading. For title links, Google suggests that putting the title text in the first visible h1 element helps make the main title clear.
H1s and the wider outline
Headings form an outline. The standard's outline rules ask that each heading be no more than one level deeper than the one before it, so an H3 should not directly follow an H1. Choose the level by structure and handle size with CSS.
<h1>Employee onboarding checklist</h1>
<h2>Before day one</h2>
<h3>Accounts to create</h3>
<h2>First week</h2>Example
A clever headline that said nothing
Hypothetical HR platform Sundial Works used the H1 "People first, always" on its onboarding software page. Visitors from search could not tell what the page offered, and the logo in the header was also wrapped in an H1.
The team changed the H1 to "Employee onboarding software" with the brand line below it, and removed the heading from the logo.
Common mistakes
Using heading levels for styling
Picking an H1 because it looks big confuses the outline for screen readers and search engines. Use CSS for size.
Hiding the H1 or putting it in an image
A heading visitors cannot read, or one that is only in an image, does not do the job. Keep the main heading as visible text.
Frequently Asked Questions
It should cover the same topic, but it need not be identical. Titles are written for results pages, and H1s for the person on the page.
The HTML standard allows multiple top-level headings. One main H1 is still a clear default, but this is rarely a priority fix if the page's structure is otherwise sensible.
Keep reading
- Header Tags: Header tags (H1 to H6) are the HTML headings that structure a page. They help readers scan and help search engines understand how the content is organized.
- Title Tag: A title tag is the HTML element that names a page. Google often uses it as the clickable headline in search results, so it shapes both ranking and clicks.
- Title Rewrites: Title rewrites happen when Google shows a different title in search results from a page's title tag, built from headings, anchors or other text.
- Semantic HTML: Semantic HTML uses elements that describe what content is, such as headings, lists, tables, nav and main, rather than generic divs styled to look the part.
- Above the Fold: Above the fold is the part of a page visible before scrolling. It decides first impressions and whether a visitor sees the answer or a wall of ads.
- AI-Assisted Writing: AI-assisted writing uses language models to help research, outline, draft or edit content. Google judges the result on quality, not on how it was made.
- Anchor Text: Anchor text is the clickable text of a link. It tells readers and search engines what to expect on the page the link points to.
- Answer-First Writing: Answer-first writing puts a direct, complete answer to the reader's question at the start of a page or section, then adds context and detail.
