Rule 1- Always One <title> tag per page, only, and before any <heading> tags.

Google takes the <title> tag and uses it as the clickable link text on the search result.

Sidebar: If you want to add titles to html elements such as images, don’t use <title> tags. Instead, use title=”Title here” inside the <img> tag, for example:

<img src=”shoes.jpg” title=”Brown, leather shoes”>

In some cases you might want to add a title but you can’t use title=”text here”, such as for inline SVG images. We don’t recommend using inline SVG since it increases the code:text ratio, and gives more code for Google to crawl and render, which is bad for technical SEO. We recommend calling SVGs inside an <img> tag or similar.

Here, we see this exact issue in the footer of an example site:

The SVGs are inline, resulting in higher code:text ratios, but not only that—each SVG has a title added to it using a <title> tag. This results in Google and other search engines seeing the following:

This can result in Google not getting a clear signal and resorting to displaying its own AI-generated title in the SERPs. Sometimes the Click-through-rates on these AI-generated titles are very low compared to a manually crafted one, which means less clicks, less traffic, and can lead to searchers preferring to click on a lower-ranking competitor result, which makes Google rank that competitor higher since it thinks it’s more relevant than your website to the search query.

Rule 2- Always One <H1> per page, only, and before any other heading tags.

There should only be one <H1> tag on a webpage, and it should come before all other heading tags. This usually means it’s at (or very near) the very top of the page.

Google uses the <h1> as the first On-page SEO signal to know what a page is about.

What this has to do with design and development: 

In design:

• Heading 1 is the largest

• Heading 2 is the second largest

• Heading 3

• Heading 4

• Heading 5

• Heading 6

So, there may be a page with large text or a large heading for which the designer or developer would just resort to using the <h1> tag for. But, that <h1> tag could have nothing to do with what the page is actually about.

And if there’s more than one large bit of text and the designer or developer uses multiple <h1> tags on a single page, Google’s servers will crash worldwide. (Not really, but Google won’t understand what the page is about from the H1 tags, and may disregard heading tags altogether as an on-page signal, since the website is obviously not using them right).

Some out-of-the-box scenarios we’ve seen / experienced:

• Website builds where a developer uses templating code to grab the “title” of a page or post, to display it in a feed somewhere else on the website. For example, on a blog page with all the latest blogs, or in a “latest posts” widget. The title they grabbed was an <h1>, and they grabbed the html as a whole, not just the text inside. This led to the blog page, and every page on the site where there was a “latest posts” widget, to have multiple <h1> tags.
• Websites where branding comes before SEO. At the time of writing this document, the <h1> tag on Logitech.com is “<h1 class=”seo-pagetitle”>Logitech: Wireless Mouse, Keyboards, Headsets &amp; Video Conferencing</h1>” (Right click view-source and then search for the H1!) but, you can’t see it anywhere on the page. It’s just hidden in the code. This is a less than ideal SEO practice, and pretty much frowned upon by Google. It’s usually common with eCommerce sites, where the business doesn’t want to have a generic description of what their website is about in big text at the top, usually for branding purposes, but the SEO needs to have a way to tell Google what the page is about. By looking at the H1, we can tell that Logitech’s main concern is their competition with giants like Amazon and Walmart for branded search terms (such as “Logitech mouse”). Their secondary concern is ranking for generic keywords (such as “wireless mouse”).

Note: at Fuelist Digital, we’ve done something similar for sites in the past. Our main concern was ranking for the target generic keywords (“keyword” + “product benefit”), and our secondary concern was the branded keyword (“brand+keyword”, or anything with “brand”).

The H1 is currently <h1>”Keyword” With “Product Benefits” – “Brand”</h1>

The client however didn’t want this to appear in the hero section of their website. They wanted something more feel good to the brand, such as “super comfy”. So, we had to hide the H1, which again, is a bad practice, but was necessary in this case.

Rule 3- Relativity (Not physics!) and Relevance

Think of heading tags in HTML as the elements that build up an organized table of contents. From a birds-eye view, they would be nested and organized in a way that is easy to skim through.

Let’s say there’s a page about basic anatomy and parts of the human body.

Here’s a bad example of how to organize heading tags:

Now here’s a good example of how to organize the heading tags:

And here’s why one is good, and why the other is bad:

First of all, what a human sees and what a robot sees is not the same. This is what a human would see first:
<h1> Anatomy for Kids: Sections and Parts of the Human Body </h1>

  ↳ <h2> The Head </h2>

      ↳ <h2> Eyes </h2>

          ↳ <h4> Pupils </h4>

          ↳ <h4> Iris </h4>

But Robots see this differently. Robots, both Google and accessibility screen readers, scan content in the following way and order: