Headings and Content Structure

Headings (H1, H2, H3 and so on) create a visual and structural outline of a page. The H1 should describe the page’s main topic, and a page should typically have only one H1.

H2 and H3 headings break the content into sections that are easy to scan. This helps readers jump to the part they care about, and it helps search engines and AI tools understand which section answers which question, which matters for AEO and GEO too.

A well-structured page often mirrors how someone would ask questions about the topic: each H2 can be framed as a question or a clear sub-topic, with the answer or explanation directly underneath it.

Beyond the heading itself, lead each section with a direct, specific answer before expanding into supporting detail, rather than building context first and delivering the point several sentences in. This helps a human reader scanning the page find the answer immediately, and it helps an AI system extract that passage cleanly to cite. It is the same structural discipline either way, not a separate technique for one audience or the other.

Content that demonstrates real, firsthand experience, visible author information, specific numbers, named examples, genuine detail a generic source would not include, consistently outperforms content that reads as generic or assembled secondhand. This is often called E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), and it applies regardless of how well a page is otherwise technically optimized.