Getting your website seen by the right people is super important to everyone who has a website, right? It’s good to know that many factors contribute to your Google ranking.
But the main question we get asked is…
What are the most impactful elements? The easiest ways to bring the right traffic to your site are on the page itself. These include your header tags (H1, H2, H3) and meta descriptions.
Getting this right can be the difference between fading into the background (Google’s Graveyard, we like to call it) and standing out to your target audience (ranking high).
At Elcap, we see many businesses with amazingly designed, brand-focused websites that struggle to attract new customers.
Why? Because they're only visible to people who already know their name!
To grow your business, focus on the service and product keywords that potential customers are searching for. This is a longer-term conversion strategy, but it's essential for long-term growth.
This blog is our best-practice guide to mastering your on-page tags.
First things first: you need to know your starting point. We always recommend running a site audit. This technical check will immediately flag pages that are missing crucial elements like H1 tags or meta descriptions.
At Elcap, we have the in-house tools to run detailed site audits. If you need a clear picture of your website's health, get in touch with our team.
If your audit shows that your tags are in place, but your pages still aren't ranking well despite high impressions for relevant keywords (you can check this in Google Search Console, Semrush, etc.) then the issue lies deeper.
This signals a disconnect in your content strategy. You’re on-page content isn't aligning with what users are searching for. This requires a full SEO strategy and professional copywriting, something our team of experts can help you develop.
You can't drive a car with square wheels. The same goes for your website's content.
Before you even think about writing a single tag, you need a solid SEO and keyword plan. This plan is your insurance for steady growth. It defines the keywords you want to rank for and the audience you want to attract for each page.
Once you are sure that your page content matches your SEO strategy and target keywords, you can start optimising your tags.
Header tags are HTML elements that structure your content, creating a clear hierarchy for both users and search engines. Think of them as the outline of your content, like chapters and sections in a book. They range from <h1> to <h6>, with <h1> being the most important.
H1 (<h1>): The title of the book (the main topic of your page).
H2 (<h2>): The chapter titles (the main sections of your content).
H3-H6 (<h3> etc.): The subsections and supporting details within each chapter.
In the website's code, a header tag looks like this: <h2>This is an H2 Heading</h2>
When your content is easy to read, navigate, and understand, everyone benefits.
Improved Readability: Clear headings help users scan your content and find the information they need quickly.
Guided Navigation: A logical structure makes your content easier to follow from one point to the next.
Essential for Accessibility: Screen readers rely on header tags to navigate a webpage.
Correctly nested headers (H1 → H2 → H3) create a good experience for all users.
Improved Crawling: Search engines use headers to see the structure and main topics of your page. This helps them index your content better.
Strategic Keyword Placement: Including target keywords in your headers is a powerful signal of relevance to search engines.
Ranking Potential: Well-organised content is viewed as high-quality and relevant by Google. This can improve your ranking and help you win "Featured Snippets."
Use Only One H1 Tag: Your <h1> is the headline for the entire page. It must clearly state the page's core focus. There should only be one <h1> per page to avoid confusing search engines.
Make Your H1 Keyword-Focused: Your <h1> should include the primary keyword for that page. You have a strategic choice to make here:
Go for the Win: Target the keyword with the highest search volume to be competitive.
The 'Easier Win': Choose a keyword with low search volume and low difficulty.
Create a Logical Flow: Your H1, H2, and H3 tags should work together to guide the user through the page. We recommend mapping this out in a spreadsheet to ensure the journey makes sense.
Example: Let's say we're creating a page for our HubSpot services:
H1: Looking for HubSpot Support? (Targets "HubSpot Support," a keyword with a good search volume of 390/month in the UK and low difficulty).
H2: What our HubSpot Agency offers (Targets "HubSpot agency," a related keyword with 260 searches/month and medium difficulty).
H3: HubSpot Web Design (Targets "HubSpot Web Design," a specific service with 60 searches/month and low difficulty).
Notice how these headings flow logically, with each one answering a potential follow-up question to the one before it.
Follow the Hierarchy: Always nest your headings in order. Never skip a level (e.g., jumping from an H1 to an H4). The goal is to keep your content neat, organised, and easy to follow.
Write for People First: While keywords are important, your headings must be interesting and make sense to a human reader. Incorporate keywords naturally, not forcefully.
Keep User Intent in Mind: What does the user want to achieve on this page? What information will help them take the next step? Let the answers to these questions shape your headings.
Be Consistent: Choose a style for your headings, like Title Case or Sentence Case. Use this style throughout your website for a professional look.
If headers are the outline of your page, the Title Tag and Meta Description are your website's business card in the Google search results. They are the first impression a user has of your page.
Title Tag (<title>): This is the blue clickable headline that appears in search results and also in the browser tab. It's a critical on-page SEO element.
Meta Description (<meta name="description">): This is a short paragraph that shows up below the title tag in search results. While not a direct ranking factor, it has a massive impact on whether a user clicks on your link.
Align with Your H1: To send a clear message to Google, your title tag should match your <h1>. It should also include your main target keyword. For our example page, the title tag would be: Looking for HubSpot Support? | Elcap.
Keep it Concise: Aim for 55-60 characters. Anything longer will be cut off in search results.
Place your most important keyword at the beginning of the title tag where you will most likely see it.
Add Your Brand: Including your brand name at the end (separated by a pipe "|") helps with brand recognition.
Stay Within the Limit: Keep your meta descriptions under 155 characters. This ensures that the search engine displays the full message.
Include the Target Keyword: Google often bolds the user's search term in the description. This helps your result stand out, even though it is not a ranking factor.
Sell the Click: This is your micro-advertisement. Use an active voice and clearly state what the user will gain by visiting the page.
Add a Call-to-Action (CTA): Encourage the click with phrases like "Learn more," "Discover how," or "Get a free quote."
Ensure Every Page is Unique: Duplicate meta descriptions are a missed opportunity. Each page needs a unique description that reflects its specific content.
Optimising your H1, H2, H3, and meta tags is a foundational part of any successful SEO strategy. When you organise your content clearly and write for your users, you show search engines that your website is a valuable and relevant resource.
If you have read this and don't know where to start, contact the Elcap team today. They can help with a professional site audit to find hidden issues. We're here to help you build an SEO strategy that drives real, measurable growth for your business.