Bolded subtitles throughout a Web site (often defined in HTML by <H1>, <H2>, etc.) are known in Web copy as “Heading Text.” Heading text is important for two reasons. First, it divides dense text into easily readable sections. Heading text enables readers to scroll through the copy and easily find the information they desire. Well-written headers lead a reader’s eyes naturally throughout the information and entice them to continue to the next section.

With regards to SEO, heading text plays an equally important role. Search engines place more emphasis on keywords found in heading text than on keywords found throughout the body of the text. By placing keywords in a header, a Webmaster says “These keywords are so important that they appear in bolded headings.”

When creating Web copy for a Web site, persuasive, keyword-rich headers are essential to helping potential customers find your Web site and stay there.