How do you use headings and subheadings to boost your authority and credibility?

As per my SEO copywriting experience, Headings & subheadings improve authority by organizing content. Non copied Clear, compelling headings convey expertise, guiding readers through key points. Use descriptive language, incorporate keywords, and maintain a consistent structure. Additionally, employing an appropriate heading hierarchy reflects thoughtful organization,

Think of them as the seasoning that adds flavor to your content. Just like Indian spices make a dish irresistible, headings and subheadings spice up your text, guiding readers like a culinary maestro. They create a delightful flow, ensuring your message lands with impact. As a savvy marketer, use them strategically to enhance readability, showcase expertise, and capture attention effortlessly. Now, that's a recipe for success!

One thing I find helpful is to align your subheadings with your keyword research. This ensures that you are producing a well rounded, interesting and keyword-rich article - one that is well set out for readability and that Google is likely to consider authoritative.

Headings and subheadings act as anchors, allowing readers to quickly scan your content and identify the key points that pique their interest. They break down complex topics into digestible chunks, making your writing more approachable and easier to consume. By strategically incorporating keywords and phrases that resonate with your target audience, headings and subheadings also enhance the searchability of your content, attracting organic traffic and boosting your online visibility.

This not only makes for a more dynamic and interesting read, but also gives insight into the content to follow. This can indicate at a glance how the section relates to the reader's needs and what they are likely to learn from reading it.

Here are some key points to keep in mind while writing headings and subheadings: 1) Employ a clear hierarchy of headings, using H1 for the main title, H2 for primary sections, and H3 for subsections. 2) Include your headings and subheadings with relevant keywords that align with your audience's search intent. 3) Grab attention by incorporating powerful words that evoke emotions, urgency, or curiosity. Pose questions, challenge assumptions, and spark intrigue to entice readers to delve deeper into your content. 4) Strive for clarity and conciseness in your headings and subheadings. Convey the essence of your content in a succinct and informative manner, avoiding jargon or overly complex language.

There is debate as to whether your subheadings should be capitalised. I feel it is a personal preference dependent on the style of the article. For more informal styles, particularly with reviews and interviews, longer subheadings written as full sentences work perfectly without capitalisation. For informative articles, or for those that are particularly formal, I tend to use shorter subheadings and capitalise them. It's worth experimenting to see what works best for you.

Here are some formatting guidelines you should follow: 1) Use appropriate HTML tags for your headings and subheadings, such as <h1> for the main title and <h2> for the main sections. It ensures proper structure and search engine recognition. 2) Employ visual contrast to distinguish your headings and subheadings from the body text. Use a larger font size, bolder weight, or a different color to make them stand out. 3) Maintain adequate white space around your headings and subheadings to create visual breathing room and improve readability. 4) Avoid using periods or colons at the end of your headings and subheadings. Keep them concise yet informative, conveying the main idea without being overly verbose.

Use tools like CoSchedule Headline Analyzer, Ahrefs Headline Generator, or BuzzSumo Headline Analyzer to evaluate the emotional impact, readability, and SEO potential of your headings. Use analytics tools like Google Analytics, Google Search Console, or SEMrush to track the click-through rates (CTRs), bounce rates, and engagement metrics associated with your headings and subheadings. Implement A/B testing platforms like Google Optimize, Optimizely, or VWO to compare different versions of your headings and subheadings against each other. This data-driven approach allows you to identify which variations perform better in terms of clicks, views, shares, or conversions.

There are also some great resources and courses with certification on completion - plus many more Brian Dean articles - available at HubSpot.