One H1 per page: heading structure for ecommerce pages
Each key page should have exactly one top-level heading. See why multiple or missing H1 tags confuse readers and crawlers, and how to fix them.
1 min read
Area
CRO & UX
Severity
Low
Fix effort
Small
Stores failing
0%
Of 180 stores we scanned where this check applies, 0% fail it and 49% pass. See all benchmarks.
A page should have one top-level heading, the H1, that names what the page is. Below it, H2 and H3 headings divide sections. Themes sometimes use H1 for the logo or for several sections, which blurs the structure. This check looks for exactly one H1 on each key page.
Why it matters
Headings are the outline of a page for screen readers and a clear signal of the topic for search engines. A missing H1 leaves the page without a title in that outline. Several H1 tags dilute it.
What the audit looks at
The audit counts the H1 elements on the home, product and other captured pages.
What usually causes it
- A theme that wraps the logo in an H1 on every page
- Sections each given their own H1 by a page builder
- No H1 at all because the title is an image or a div
- Page builders that use headings for styling
How to fix it
Use one H1 per page and nest headings in order. The effort is small, usually a setting or a paste and under 30 minutes.
- One H1 naming the page: the product name on a product page, the collection name on a collection page.
- Do not skip levels or use heading tags for styling -- screen readers navigate by them and search engines read structure from them.
How to check it yourself
- Use a heading outline browser extension on your home and product pages.
- View the source and search for <h1.
- Check that the H1 on a product page is the product name.
Frequently asked questions
Is more than one H1 always wrong?
HTML allows it, but one clear H1 is the safest and the easiest for assistive technology.
Should the logo be an H1?
Only on the home page if at all. On other pages it should not be.
Related checks
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