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Headings have a different significance on the Web from headings that appear on a printed communication. On the Web, people scan instead of read. Search engines put a great deal of importance on a heading. If it contains significant terms used by readers searching for your topic, use of those terms in your heading will help with your page ranking.

Write clear headings (H2)

Because any page within your site can be the front door link from third-party websites, your heading needs to work as a stand alone heading.

Examples of clear headings (H3)

HP to sell device for online music
Deutsche Telekom sells six cable firms
Sony plans broadband entertainment service

Examples of unclear headings (H4)

Wishy-washy Wall Street
Stream me up
Agile is in
Expired domain names
Counterattack of the Geek Army