Tips on Headings

Headings can efficiently position your website higher in search results.

Using keywords

Keywords are phrases used on your website. They directly relate to the queries in search engines. Their aim is to help your webpage appear in the proper context.

You do not need to fill your content with as many keywords as possible to be noticeable.

Remember: Search engines like Google possess proven ways of verifying whether a webpage is genuinely helpful or aimed to be artificially positioned in search results. You should never overload your content with unnecessary keywords.

The main keyword types are:

Branded keywords

These are your company or product name. For instance, Heretto or Heretto CCMS.

Short-tail keywords

These are general keywords that users use. Users use them during the stage of research when one is not yet sure about what they are looking for. These phrases are highly competitive. It is harder to search for your specific website with them. Our examples are “DITA” or “technical content”.

Mid-tail keyword

These are terms usually consisting of two to three words. They are more descriptive than short-tail keywords and less competitive. For instance, “DITA CCMS” or “structured content guides”.

Long-tail keywords

Small amounts of users use these for specific use cases. For instance, “how to reuse content in Heretto CCMS. You can use them to help clients find particular webpages related to your product.

Note: You may want to obtain a list of considerable keywords from an SEO Specialist at your organization before you start creating the documentation.

After you grasp the general concept of keywords, you should keep in mind the following suggestions:

  • It is good for your headings to include 1-2 keywords that your clients could use to find your resources. You can use keywords to give context of your documents. You can also use phrases that relate to your content's main topic to help Google better understand your webpage.

  • Try to include the main keyword in the top-level heading
  • Headings are not lists of keywords. Write them in a natural, comprehensible way.

  • Headings can be equivalent to long-tail phrases like “How to create your own template in Heretto CCMS

  • In case of technical content, headings are equivalent to <title> tags. You may safely adopt the rules relevant to title creation.

  • You can freely use keywords outside of your headings

  • Always keep your readers in mind first

A proper heading length

Headings should be brief. They should be no more than a single line. In technical writing, headings are strictly connected to your topic titles. We recommend to use no more than eight words in a single title. This will also make a good balance for SEO as well.

Risks associated with too long topics

  • Keep in mind that customers want to find the right answer as fast as possible. Too many paragraphs in one topic forces them to go through the whole text before they find a solution.

  • When you publish maps online, each topic title renders as a heading and is present as a link in the navigation pane. This helps users navigate through your webpages to find the right answers with ease.

  • You may want to enrich long topics with sections. However, section titles render as lower-rank headings which have lower priority level. Moreover, systems like Heretto Deploy can create additional browsable menus with references to particular topics. Sections will often not be present in that navigation. Create new topics instead. Even if they are lower in the hierarchy and their titles become lower-rank headings, at they can at least display in the menu.