The Keyword Hierarchy, Part 2 – H1 Tags
Your website pulls up in a web browser, the top portion loads and you see your logo, navigation menu, maybe a photo and then “Welcome to XYZ Company” in a large bold font before being followed by a few paragraphs of text. This “Welcome to XYZ Company” is a header. Clicking on a link for your About Us page, and you might see “About Us Page – Who We Are” in the same place and font as the “Welcome to XYZ Company”.
The basic HTML code tag to set this text apart from the other text is called a header tag. Header tags, such as the H1 header tag, indicate to a web browser that “hey, this is important text – make it bigger and bolded so it gets people’s attention.” When a search engine views the same page it thinks “hey, this is important text because it is tagged with an H1 header tag – actually, I’ll consider it the most important text on the page.”
So, if the H1 header tag is so important to the search engines, let’s not stuff it with unimportant text. Let’s tell the search engines exactly what the page they are visiting is all about while using your most important keyword(s). Just like the page title, this header text should clearly summarize the page content.
Let’s say XYZ Company builds high-end stereo speakers. Instead of the header on the home page saying “Welcome to XYZ Company”, you may say “Audiophile Stereo Speakers – Best Signal-to-Noise Ratio in a Bookshelf Speaker.” Now we are explaining exactly what the site is about – selling a customer quality speakers – while using specific keywords in the process.
Note that you may not have to specifically mention your company name in this header text – in most cases you are selling the product first and not the company first. Search engines are used to find customers that don’t know you – your name won’t mean anything until they are sold on your product or service. Besides, you’ll already have your name and logo across the top of the page – your visitors will be start enough to know who is selling this great product they have to buy without having to see it at the start of every sentence. And assuming your company name is fairly unique (not “Joe’s Diner”) you won’t have to stuff your name everywhere in your site to get the search engines to pick up on it.