After the first header tag, H1, comes another important header tag; the H2. Unlike the H1, the H2 should be used multiple times on a page (sometimes dozens). If you have a look at the source code for blogs, you’ll notice that the post titles are frequently wrapped in an H2 tag. Think of the H2 as chapter titles compared to the H1: the title of the book itself. They should contain secondary keywords and keyphrases that both stem from your primary keywords and help describe your page and its content. H2 tags are often used as anchor text when linking to articles, posts, pages or subcategories. Even though they don’t hold as much value as H1 tags in terms of ranking, H2 tags are invaluable to search engine indexing by providing a logical site structure or architecture for robots to follow and record. Match H2′s from your homepage (or main category) to H1′s on the pages (or subcategories) they link to. Be smart and stay consistent; too many keyword variations can result in spreading yourself too thin. Focus is crucial.
