Every page needs an h1 that summarizes the main idea of the page. Include key words if you can do it without being spammy.

Separate sections of content with headings in sequential order. H2 comes after h1. Don't skip a number in the sequence.

People don't visit websites for leisure reading. They come to get information. Make that as easy as possible.

Tips for good Web content:

• The headings on the page should summarize the story for users even if they don't read the rest.
• Don't skip a heading for the look! Start with h1, then h2, then h3, and so on.
• Lists are easier to read than paragraphs. Use them to group related things.
• Keep paragraphs short and to-the-point. Provide links to relevant content when you mention it.
• Embed links in anchor text that describes what the link is about. Don't use words like "click here" or "link" in the sentence.
• Each page should end with a link to the next thing you want your users to do. This is called a Call-To-Action, or CTA for short.

End every page with a call-to-action.

A CTA is a sentence that tells the user what to do next and provides a link to the next page.