Since heading tags typically make text contained in them larger than normal text on the page, this is a visual cue to users and a signal to search engines that this text is important and could help them understand something about the type of content underneath the heading text. Multiple heading sizes used in order create a hierarchical structure for your content, making it easier for users to navigate through your document.

Use heading tags to emphasize important text.
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Heading tags are an important website component for catching the user's and search engines eye, so be careful how you use them!

Avoid: placing text in heading tags that wouldn't be helpful in defining the structure of the page * using heading tags where other tags like <em> and <strong> may be more appropriate * erratically moving from one heading tag size to another

Use headings sparingly across the page Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins.

Avoid: excessively using heading tags throughout the page putting all of the page's text into a heading tag using heading tags only for styling text and not presenting structure