The optimal subheading frequency is one H2/H3 every 250-300 words, with a minimum of 3-5 H2s per 1,000 words. According to Yoast, you should include your keyphrase in 30-75% of H2s for SEO purposes. Use H3 subheadings when an H2 section exceeds 300 words and needs subdivision. The proper hierarchy is H1 (one per page) followed by H2 (major sections), then H3 (subsections).

This guide covers subheading best practices for readable, well-structured long-form content.

Subheading Frequency Guidelines

Recommended Frequency

Core guidelines:

• H2/H3 every 250-300 words
• Minimum 3-5 H2s per 1,000 words
• Include keyphrase in 30-75% of H2s (Yoast recommendation)
• Use H3 when H2 section exceeds 300 words

Word-to-heading ratios:

Why this frequency:

• Matches typical reading attention spans
• Prevents overwhelming text blocks
• Creates natural content sections
• Provides multiple entry points for scanners

Heading Hierarchy

Proper structure:

• H1 (one per page) - Your main title
• H2 (major sections) - Main content divisions
• H3 (subsections) - Subdivisions within H2 sections
• H4-H6 - Rarely needed, use sparingly

H3 Subheadings

When to use H3s:

• Subdividing an H2 section with 2+ distinct subtopics
• When an H2 section exceeds 300 words
• To organize lists or steps within a topic
• When the topic naturally has hierarchy

Frequency: As needed, but avoid more than 3-4 H3s per H2 section

Why Subheading Frequency Matters

For Readability

Research shows:

• Users scan headings before deciding to read
• Subheadings provide mental breaks during reading
• Clear structure improves comprehension by 15-30%

Without sufficient subheadings:

• Content appears as intimidating walls of text
• Readers lose their place more easily
• Finding specific information is difficult

For SEO

Search engine benefits:

• Subheadings help Google understand content structure
• Keywords in H2s signal topical relevance
• Featured snippets often pull from headed sections
• Table of contents (built from headings) improves user experience

Technical consideration: While Google doesn’t require perfect heading hierarchy, clear structure helps crawlers understand your content.

For Accessibility

Screen reader users:

• Navigate by heading to find content sections
• Proper heading frequency enables efficient navigation
• Skipping from H2 to H4 confuses navigation

Heading Hierarchy Rules

The Proper Hierarchy

H1: Page Title (one per page)
  H2: Major Section
    H3: Subsection
      H4: Sub-subsection (rarely needed)
  H2: Next Major Section
    H3: Subsection

Common Hierarchy Mistakes

Skipping levels:

• Wrong: H1 → H3 (skipping H2)
• Wrong: H2 → H4 (skipping H3)
• Right: H1 → H2 → H3 → H4 (sequential)

Multiple H1s:

• Wrong: Using H1 for section headers
• Right: One H1 per page (your title/headline)

Style-based heading choices:

• Wrong: Choosing H3 because it looks smaller
• Right: Use CSS to style; choose heading level by hierarchy

Writing Effective Subheadings

Subheading Best Practices

Be descriptive:

• Wrong: “Overview”
• Right: “How Subheading Frequency Affects SEO”

Front-load keywords:

• Wrong: “A Quick Look at Optimal Word Count”
• Right: “Optimal Word Count: What Research Shows”

Keep consistent length:

• Aim for 4-8 words per subheading
• Maintain similar structure throughout

Use parallel structure:

• If one H2 is a question, make others questions
• If one is a how-to, make others how-tos

Subheading Formats That Work

How-to format: “How to Calculate Subheading Frequency”

Question format: “What Is the Ideal H2 Spacing?”

List format: “5 Rules for Effective Subheadings”

Statement format: “Subheading Frequency Affects Engagement”

Choose one style and maintain it for consistency.

Structuring Long-Form Content

Content Architecture

For a 2,000-word article:

Introduction (150-200 words)
H2: First Major Topic (250-300 words)
  H3: Subtopic A (100-150 words)
  H3: Subtopic B (100-150 words)
H2: Second Major Topic (250-300 words)
  H3: Subtopic A (125 words)
  H3: Subtopic B (125 words)
H2: Third Major Topic (300 words)
H2: Fourth Major Topic (250 words)
H2: FAQs (300 words)
H2: Conclusion (150 words)

Section-Specific Guidance

Introduction: No subheading needed; comes before first H2

Body sections: H2 every 200-300 words

FAQs: Each question as H3 (or bold) under a single H2

Conclusion: H2 for the section, 100-200 words

Visual Spacing and Formatting

White Space Around Headings

Above headings: More space (creates separation from previous section)

Below headings: Less space (connects to following content)

Typical CSS spacing:

h2 {
  margin-top: 2em;
  margin-bottom: 0.5em;
}

Heading Length Considerations

Optimal H2 length: 4-8 words (30-60 characters)

Why shorter works:

• Easier to scan
• Fits on one line
• More impactful

When longer is okay:

• Complex topics needing context
• SEO keyword targets requiring specific phrasing

Subheadings for Different Content Types

How-To Guides

Frequency: Higher (every 150-250 words)

Why: Steps need clear delineation

Example structure:

• H2: Step 1: Do This Thing
• H2: Step 2: Next Action
• H2: Step 3: Final Step

Thought Leadership/Opinion

Frequency: Moderate (every 250-350 words)

Why: Arguments flow more continuously

Style: Provocative questions or statements

Listicles

Frequency: Very high (each list item gets a heading)

Structure:

• H2: 1. First Item
• H2: 2. Second Item (Or number in the text, not the heading)

Technical Documentation

Frequency: High (every 150-250 words)

Why: Reference material needs clear section access

Additional: Use H3 and H4 liberally for subsections

Tools and Techniques

Checking Your Heading Structure

Browser extensions:

• SEO Meta in 1 Click (shows heading structure)
• Web Developer (outlines headings)
• HeadingsMap extension

In-document:

• Most CMS platforms show outline view
• Word/Docs navigation panel shows heading structure
• Use word counter tools with section analysis

Planning Headings First

Outline method:

1. Draft all H2s before writing
2. Add H3s where needed
3. Fill in content between headings
4. Adjust headings after draft

Benefits:

• Ensures logical flow
• Prevents forgetting sections
• Makes writing faster

Common Subheading Mistakes

Too Few Headings

Problem: 500+ words between subheadings

Impact: Content feels dense; readers lose place

Solution: Break into smaller sections

Too Many Headings

Problem: H2 every 50-100 words

Impact: Content feels fragmented; flow is choppy

Solution: Combine related short sections

Vague Headings

Problem: “More Information” or “Details”

Impact: Doesn’t help scanners find what they need

Solution: Be specific about section content

Broken Hierarchy

Problem: H2 → H4 → H3

Impact: Confuses readers and screen readers

Solution: Follow sequential hierarchy

Frequently Asked Questions

Can I have an H2 with no H3s beneath it?

Yes, absolutely. H3s are only needed when an H2 section has distinct subtopics. Many sections work perfectly with just the H2.

Should every H2 section be the same length?

No, but aim for consistency. Wildly varying section lengths (100 words, 500 words, 75 words) feel uneven. Aim for a range of ±50% around your average.

Do subheadings directly affect SEO rankings?

Not as a direct ranking factor, but they improve user experience metrics and help Google understand content structure—both of which indirectly affect rankings.

How do I handle subheadings in short blog posts (500 words)?

Even short posts benefit from structure. Use 2-3 H2s for a 500-word post to maintain readability.

Should subheadings contain keywords?

Yes, when natural. Include your primary keyword in at least one H2, and related keywords in others. Don’t force it—relevance matters more than keyword presence.

Is it okay to use questions as all my subheadings?

Yes, question-based subheadings work well for FAQ-style or educational content. Maintain consistency—if you start with questions, continue throughout.

Key Takeaways

• H2/H3 every 250-300 words
• Minimum 3-5 H2s per 1,000 words
• Include keyphrase in 30-75% of H2s (Yoast)
• Use H3 when H2 section exceeds 300 words
• Hierarchy: H1 (one per page) to H2 (major sections) to H3 (subsections)
• Never skip heading levels (H2 to H4 is wrong)

Conclusion

Consistent subheading frequency transforms dense content into readable, scannable pages. The 200-300 word guideline ensures regular structure without over-fragmenting your content. Combine proper heading hierarchy with descriptive, keyword-rich subheadings to create content that serves both readers and search engines. Draft your headings first, fill in content, then verify your structure maintains the recommended rhythm. Try our free letter counter → to check your section lengths and maintain consistent structure throughout your content.