Case Semrush: How to Use Headlines Effectively
Case Semrush: How to Use Headlines Effectively
What?
When optimizing content from an SEO perspective, a good headline structure is essential. Google uses headlines to understand and index your page content. For a large e-commerce company in the Netherlands, we investigated how we could optimize the headline structure for better search results.
How?
Strategic Restructuring of Headlines
Through SplitSignal, we restructured the H3 headlines on category pages to H2 headlines. This adjustment created a more logical hierarchy, with the headlines directly under the H1. We tested this on 335 pages to measure the effect. Headline structure plays a crucial role in how search engines and users interpret content. On the original pages, the H3s were actually subtopics of the H1, not the H2. By improving this structure, we wanted to test if clearer hierarchy leads to better organic performance—and thus more visibility in search engines.
Result?
The test showed that a well-thought-out headline structure directly impacts search results. With a confidence level of 99%, we saw a 4.5% increase in organic clicks. This confirms the importance of semantic HTML optimization for better search performance.
What now?
Results and Insights
By improving the hierarchy of headlines, we gave search engines clearer signals about the content and structure of the pages. This led to more impressions and clicks in the search results. The test proves that even small adjustments, such as correctly applying H2s instead of H3s, can have a significant impact on your organic performance. A simple optimization, with measurable results.
