H tags are HTML heading elements that organize content into a clear hierarchy. H1 is your main title, H2s mark major sections, H3s break down H2 topics further, and so on through H6. Search engines use this structure to understand what your page is about and how subtopics relate to your main topic. The H1 typically matches or closely aligns with your title tag and tells Google the page's primary subject. You should only have one H1 per page. H2 through H6 tags create the outline that supports that main topic. Google's algorithms look at heading text to identify semantic relationships and topical depth, which factors into ranking decisions. From a practical standpoint, proper H tag use matters for three reasons. First, it improves crawl efficiency because bots can quickly map your content structure. Second, it enhances user experience since people scan headings to find relevant sections, reducing bounce rates. Third, it creates more featured snippet opportunities because Google often pulls structured content blocks under clear H2 or H3 headings. Common mistakes we see include multiple H1s (confuses topical focus), skipping heading levels (jumping H2 to H4), and keyword-stuffed headings that read unnaturally. Your headings should include target keywords where they fit naturally, but prioritize clarity over density. At Ottawa SEO, we structure headings to mirror search intent. If someone searches "mortgage rates Ottawa," the H1 answers that directly, H2s cover rate types or lender categories, and H3s drill into specifics like first-time buyer rates or renewal terms. This alignment between heading structure and user questions consistently improves both rankings and engagement metrics. One technical note: your CMS might style something to look like a heading without using actual H tags in the HTML. Always verify in the source code or with browser inspector tools. Visual styling means nothing to Google, only the semantic HTML markup counts.