When it comes to reader engagement, crafting an attention-grabbing headline is not the only thing you should consider. You might even write a great introductory paragraph that will make your readers click the little “read more” link on your blog, but the hard part is drawing their eyes down the page, and keeping them hooked until the final message.

Great content is essential, but it only goes so far. What your readers are looking for is a summary of the main points, in an easy-to-find-and-follow format. Just like reading a magazine, readers want to be able to skim your content and still pick up the essential points.

For this purpose, we have HTML heading tags such as H1, H2, H3, H4, and so on and so fourth. While H1 and/or H2 will be used for your catchy post titles (check out the guide on SEO-friendly headlines), H3 and H4 should be used throughout your post to draw the reader down the page and summarize portions of your content. Either tag has a slightly different purpose, and we’ll discuss how to use them in your posts.

When to include H3 tags

So when should you include these tags? There are a few instances when you might use an H3 tag in your content. The first is when you shift in the focus of your blog post – like moving from the introduction to the first main point. In addition, you should use h3 tags in the following situations:

  1. When changing the main subject of your post (examples to definitions);
  2. When separating quoted sources;
  3. When separating unrelated information (such as in showcase posts).

H3 tags are slightly smaller than H2 tags, and will provide an obvious contrast to the surrounding content. In addition, search engines will treat them on differently than the H1 or H2 tags, making your pages more relevant.

When to use H4 tags

The even smaller h4 tag should be used within related content areas to divide content even further. You could use H4 tags when:

  1. Pointing out a particular situation;
  2. Separating source from content;
  3. Asserting calls-to-action (“download now”);
  4. Asking for feedback;
  5. Separating your feed and other auto-content from the post.

H4 tags are fantastic for organizing information within different areas of you posts, such as when you present a download with specifics or a showcase with a similar layout per entry. In addition, h4 tags carry the same SEO effects as h3 tags, incurring a different kind of indexing by bots.

Conclusion

By using sub-headings in your posts, you can help the reader distinguish the main ideas in your content more easily, and improve the layout of your content overall. Sub-headings are especially essential for longer posts, such as pillar articles or reviews. Consider them not only for their SEO value, but also for their blog post sculpting usefulness.