Headings and titles
Readers scan pages and make decisions based on headings. Make them active and descriptive.
Find the right keywords
Headings should contain keywords as a guide to users. What you're calling the subject of your page might not be what your users are calling it. Pay special attention to keywords and search terms for you headings.
Optimize the content
Once you know the most popular keywords, incorporate them in:
- Introductions and summaries
- Chapter and section titles
- Metadata descriptions