Search feels different these days, doesn’t it? You type something into Google and instead of a wall of links, there’s a neat little AI summary at the top. Or you ask ChatGPT or Perplexity a question and boom – you get the answer straight away, no clicking needed.
So here’s the real question: how do you make sure it’s your content showing up in those answers?
The trick is simple: subheadings, marked up with header tags. They’ve always been handy for readers and search engines, but now they’re essential for AI too. Pair them with long-tail keywords and you’ve got a roadmap that machines can’t resist.
What are Subheadings?
Subheadings are titles used throughout content to indicate different aspects of the content. On websites, headings are marked up using header tags, seen in HTML as <h1> <h2> <h3> etc.
However, these HTML tags also have a function in SEO. They basically work as indicators on the importance of certain keywords on your page.
The Role of Header Tags in SEO
- H1 Tag: The H1 tag is the most important target keyword on the page, and there should only be one per page. It serves as the main headline and provides the primary context for the content.
- Subheadings (H2, H3, etc.): H2 tags are used for subheadings, H3 tags for sub-subheadings, and so on. These help in structuring the content and indicating the hierarchy of information.
- Keyword Placement: Ideally, every heading should be planned with a keyword in mind. This not only helps in SEO but also makes the content more relevant and useful for readers.
- Content Organisation: Header tags are great for breaking up the content on the page, making it easier to read and navigate – they also help search engines such as Google understand the structure and hierarchy of the content on your page.
Why Subheadings Matter More Than Ever for SEO
Think of subheadings on your website content (your H2s, H3s, and friends) as chapter titles. They break up text, make it easy to skim, and tell Google what’s important.
For AI systems, though, they’re gold dust. Large language models don’t like giant text blocks. They prefer neat little chunks they can grab, repackage, and serve up.
Good subheadings basically wave a flag that says: “Hey, this bit answers a question people care about.”
(If you want the nitty-gritty of how Google itself views headings, check out their SEO Starter Guide).
Long-tail keywords: the secret weapon
Old-school SEO has always chased broad keywords: “accountant for small businesses,”, “commercial architect,” “wedding planner,” etc. This a tried and tested method of traffic that is still relevant for keyword optimisation on your website.
AI tools are different though. They thrive on specific, natural-sounding questions to answer informational queries like:
- “How much does an accountant cost for a limited company?”
- “Where can I find a reliable architect for a commercial build in London?”
- “Do I need a wedding planner if the venue already has a coordinator?”
These are long-tail keywords. They don’t always have huge search volumes, but they’re laser-focused. And because LLMs are designed to mimic the way we talk, they love content that matches how people actually ask things.
How to Structure Content for AI Overviews
Getting featured in AI overviews also requires some structural changes to site how your web content is laid out.
- Write headers like mini questions
Don’t just write “Wedding Planner Costs.” Write “How much does a wedding planner cost for an Italian destination wedding?” That’s the exact phrasing AI looks for. - Keep your hierarchy clean
- H1: the big picture
- H2: the key sections
- H3: specific details and FAQs
This structure makes it easy for AI to chunk your content into usable bites.
- Use conversational long-tails
Not just in headers, but in the paragraphs beneath. If someone would type it into Google, you should be saying it out loud on your page.
Don’t forget FAQs
A strong FAQ section could look like this:
- Do I need a wedding planner if I’m planning a small wedding?
Even small weddings benefit from planners — they help with timelines, suppliers, and reducing stress. - What’s the difference between a wedding planner and a venue coordinator?
A venue coordinator manages the venue. A planner manages everything. - How early should I book a wedding planner?
For destination weddings, at least 12–18 months in advance is recommended.
These short, direct answers are easy for AI to lift. Plus, they add clarity for human readers too. Win-win.
Need to Improve your Visibility in AI Overviews? We Can Help!
Subheadings aren’t just there to pretty up your page. They’re guideposts for readers, signals for Google, and now a magnet for AI. Mix in long-tail keywords, build clear FAQs, and you’re giving LLMs exactly what they need to spotlight your content in those shiny new overviews.
So stop treating headers as filler. Structure them not just for readers but also for LLMs and AI overview results.
Need help implementing these recommendationd for your website? Search Hog are professional SEO experts that can help with all aspects of on-page optimisation, including Generative Engine Optimisation tactics such as structuring content for Google’s AI Overviews.
Get in touch today to see how we can improve your web traffic and drive more business through your online presence.
