Structuring Content Using Title Tags

Structuring Content Using Title Tags
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Written by Simon

Last Updated 06/01/2024

Structuring Content Using Title Tags

This article will cover structuring content using title tags. These simple techniques will help your website rank higher in the SERP and make it more accessible for screen readers.

A webinar for Student Minds on Structuring Content Using Title Tags

In this workshop, we will be looking at:

  • What are Title and Subheading Tags in HTML?
  • Title hierarchy 
  • Tile Tags and Font Size
  • Titles Accessibility
  • Common misconceptions when using titles 

I have even used ChatGPT to develop some ideas for using keywords in our titles to form the structure of the content. And I will walk you through my process.

Recommended Reading: What is Search Engine Optimisation?

Introducing Structuring Content Using Title Tags

Content structure is critical for creating accessible and engaging content. 

A meme saying content is a big deal

A well-structured piece of content helps to convey information. Concise content is easier for users to navigate, read, and understand. Effective content structure involves the use of:

  • headings
  • subheadings
  • paragraphs
  • lists

and other elements to create a logical and coherent flow.

Structured content benefits readers and website owners, as it can improve search engine optimization (SEO) and increase user engagement. Search engines like Google use the structure of the content to determine its relevance and rank it in search results. 

Boosting Reading Time

Users are more likely to engage with content that is easy to read and understand. This can lead to increased time spent on the website, lower bounce rates, and ultimately higher conversions. Overall, content structure plays a crucial role in creating accessible and engaging content that benefits both users and website owners.

I would like to kick things off with a quick recap and some helpful tips on structuring content for SEO:

  1. Keyword research to identify what your audience is searching for. Use tools like Google Keyword Planner, Ahrefs, SEMrush, and Moz to find relevant keywords and phrases.
  2. A catchy headline that includes engaging language optimised for your target keyword. Keep it short and action-oriented.
  3. Subheadings (H2, H3, H4) to break up your content into easily scannable sections. This will help readers and search engines understand the structure of your content.
  4. Bullet points and lists to make your content easy to scan and read can improve your SEO.
  5. Internal links to relevant content on your website within your blog posts. This will help search engines understand the relationship between your content and improve your overall SEO.
  6. Break up your content with media such as images and videos to it more engaging. Optimize your images for SEO by using alt text and file names 
  7. Meta tags (title and description) for your target keyword. Make them compelling enough to entice users to click through to your content. 
  8. Call-to-action (CTA) at the end of your blog post to increase user engagement and drive conversions.

What are Title and Subheading Tags in HTML?

H tags are HTML elements and are used to define headings on a web page. They range from H1 to H6, with H1 being the main heading and H6 the least important one. These tags provide a hierarchical structure to the content on a web page. They make it easier for users to read and navigate the page.

Structuring Content Using Title Tags - examples of H1 to H6

An H1 tag will mark up the main title of a page. H1 tags usually appear first and are the largest and most prominent heading on the page. Mark up subheadings in descending order of importance with H2, H3, H4, etc.

The main subheadings use the H2 tag, while subheadings within those sections employ lower-level tags like H3 and H4. Using title and subheading tags correctly is important for both usability and search engine optimization (SEO). 

In summary, properly marked-up headings help users quickly find the information they’re looking for. Considering accessibility needs, such as the use of screen readers, amplifies the importance of well-structured content.

In addition, search engines use title and subheading tags to understand the content of the page. This helps them index and rank the content appropriately for relevant search queries.

Recommended Reading: Your Money or Your Life Content Authorship

Title hierarchy – How to utilise title tags and subheadings for SEO.

Headings and subheadings are important for SEO because they help search engines understand the structure and hierarchy of your content. Here are some best practices for using headings and subheadings for SEO:

  1. Descriptive and meaningful text in your H tags. This will make it easier for users to navigate your content and for search engines to understand its relevance. Avoid generic or vague phrases
  2. Headings and subheadings accurately reflect the content of each section.
  3. Keywords in your headings and subheadings signal to search engines that your content is relevant to specific search queries.
  4. Headings and subheadings are concise.
  5. Headings and subheadings break up long content into smaller, more manageable sections that are easier to read and digest.

Recommended Reading: Keyword Optimisation

H tags provide a way to mark up headings and subheadings in HTML code. Using them effectively can greatly improve the structure, accessibility, and SEO performance of your content.

Here is how structuring content using title tags should be structured with headings in mind:

  1. H1 for your main title and include your primary keyword.
  2. H2 tags for your subheadings to segment your article or blog post.
  3. H3, H4, etc. for further subheadings if needed, but keep them relevant to the overall topic of your content.

It will look a little like this:

Example of H tag hierarchy: H1 containing H2. H3 nested in H2

Content Titles Generated by AI

I asked ChatGPT to give me an example of a good article title. The title needed to incorporate the keyword “student mental health”. This is what it came up with:

“5 Strategies for Supporting Student Mental Health: Tips for Teachers and Parents”


In this example, the title includes the SEO keyword “student mental health”. The title provides a promise of value to the reader. It indicates that they will learn about strategies for supporting student mental health. Finally, the title is concise and uses a title case, making it easy to read and understand for all users. I then asked ChatGPT to generate some H2 and H3 Titles. I asked it to use other keywords associated with “student mental health”, this is what it suggested:

The H2 titles suggested were:

  • Signs and Symptoms of Student Mental Health Issues
  • Effective Ways to Manage Student Stress and Anxiety
  • Supporting Student Mental Health in the Classroom
  • The Importance of Early Intervention for Student Mental Health

The H3 titles suggested were:

  • Identifying and Addressing Burnout in Students
  • Mindfulness Techniques for Improving Student Mental Health
  • Addressing Stigma and Misconceptions About Student Mental Health
  • Helping Students Build Resilience for Better Mental Health

These H2 and H3 titles use related keywords such as “symptoms,” “stress,” “classroom,” “intervention,” “burnout,” “mindfulness,” “stigma,” “resilience,” and “anxiety”. These provide more specific information related to the main topic of “student mental health.” These headings can help organise the content and make it easier for users to scan and find relevant information.

Putting AI-generated Titles into Practice

Here’s an example of utilising ChatGPT to generate article headers. Notice how they start broad and then become more specific to structure the content and make it more skimmable. The final article titles we could use to form our content are:

  • H1 – 5 Strategies for Supporting Student Mental Health: Tips for Teachers and Parents
    • H2 – Signs and Symptoms of Student Mental Health Issues
      • H3 – Addressing Stigma and Misconceptions About Student Mental Health
    • H2 – Effective Ways to Manage Student Stress and Anxiety
      • H3 – Mindfulness Techniques for Improving Student Mental Health
      • H3 – Helping Students Build Resilience for Better Mental Health

Using this tool can help content creators to come up with ideas for articles around a specific keyword. It is important to remember that these content examples are classed as YMYL content. Before publishing, industry experts should review this type of content for accuracy.

Never blindly copy and paste content from AI tools like ChatGPT, but use them to support and enrich your writing.

Title Tags and Font Size

When structuring our content, font size is important for skimmable content. It can guide users to the most important text first or the thing they are looking for. Guide users through the journey of our content by using text size. As H tags come with a default text size to display. It is a common misconception that increasing the H tag is the best way to increase the size.

You can overwrite the text size displayed on the page to meet your requirements. There are generally accepted conventions for using different H tags in terms of text size. For instance, use H1 tags for the main title of the page or article, displaying them in a larger font size than other headings. Content must be consistent across the whole site so the platform feels seamless to the user.

Font Size in Design

Landing pages of a website may follow different design rules than that of a blog. The specific size and style of the text are ultimately up to the designer or developer. Using different font sizes for different headings can help make the structuring of content more scannable and visually appealing. This can improve user experience and potentially improve SEO as well.

This is one of my favourite examples of visual hierarchy and is by Chaosamran_Studio

examples of visual hierarchy by Chaosamran_Studio

The design draws your eye around through the use of colour, font size, and weight. The more time you spend exploring this image, the more it guides your eye to different areas of importance.

These techniques allow content creators to highlight the importance but also the relationship between different sets of text. This image is a great example of how content creators can guide users around their pages.

In summary, the size of the text on the page is not directly determined by the H tag value. However, there are conventions for the typical use of different H tags in terms of text size. Ultimately, the size and style of the text are up to the designer or developer to determine.

Accessible Titles – be accurate and informative

Titles designed to be easily understandable by all users, including those with disabilities, are referred to as accessible titles. Titles are an important component of web accessibility. They help users to understand the content and purpose of a web page or document.

The key characteristics of accessible titles include:

  1. Descriptive: Titles should be descriptive and accurately describe the content of the page.
  2. Concise: Titles should be concise and to the point, avoiding unnecessary words or phrases.
  3. Unique: Titles should be unique and distinguishable from other pages or documents.
  4. Meaningful: Titles should be meaningful and provide context to the user about the purpose and content of the page.

The benefits of using accessible titles include:

  1. Improved accessibility: Accessible titles can help users with disabilities better understand the content of a web page or document.
  2. Better search engine optimisation: Search engines use titles to understand the content of a page and determine its relevance.
  3. Increased usability: Accessible titles can make it easier for users to navigate and understand the content.
  4. Improved user experience: Accessible titles can help users quickly and easily find the information they need.

Common Misconceptions when Structuring Content Using Title Tags

There are a few common misconceptions that people may have when it comes to using titles in content. We previously mentioned that the most common one and that is if you want to increase the font size you increase the H tag.

I’ve put together a list of 10 reasons why clickbait articles are bad…number 7 will shock you….

And here they are:

  1. Click-bait articles are bad: While it’s important to grab a reader’s attention with a catchy title, it’s equally important that the title accurately reflects the content of the article. A title that is too clever or misleading can result in disappointment and frustration for the reader.
  2. Avoid lengthy titles: It’s important to provide enough information to give readers an idea of what the content is about. However, titles that are too long can be overwhelming and difficult to read. Keep titles concise and to the point.
  3. Avoid keyword stuffing: It’s important to include relevant keywords in a title to help with search engine optimization. Readers may find titles stuffed with too many keywords off-putting, and such an approach may even harm your SEO efforts.
  4. Don’t consider titles as an afterthought. Believing titles can be crafted at the end of the writing process is a common misconception. In reality, titles are an integral part of the content and demand the time and attention they deserve.

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