How to Audit HTML Headings on Any Page

HTML headings are among the most important search engine optimization elements on a page. An H1 heading is the main headline, which Google often uses instead of the title tag to create an organic search snippet.

H2 and H3 subheadings add structure to a page, help it get featured, and introduce calls to action — all while inserting more keywords.

Here are tools to audit HTML headings on any web page — competitors, experts, and more.

Sitewide Headings

Screaming Frog is a freemium crawler that identifies headings on every page on a site, listing the page URL and the heading type, words, and number of characters.

Download the report as a .csv, Excel file, or Google Sheet.

Screaming Frog is free for up to 500 URLs. Paid access for unlimited crawls is €239 per year (approximately $250).

Screaming Frog identifies headings on every page on a site, listing the page URL and the heading type, words, and number of characters. Click image to enlarge.

Quick Analysis

SEO Pro Extension is a free Chrome extension that pulls SEO info — images, links, schema — from any page. It has a dedicated tab for headings, making analysis quick and easy.

Download the heading report as a .csv file.

SEO Pro Extension, a free Chrome extension, pulls images, links, schema, and more from any page. Click image to enlarge.

Compare Headings

Serp.tools pulls title tags, meta descriptions, and H1, H2, and H3 headings for up to 100 URLs — all for free. The interface can hide or show all subheadings on a page. It is a helpful tool for comparing your own on-page tactics against competitors.

Download the report as an Excel file.

Serp.tools pulls title tags, meta descriptions, and H1, H2, and H3 headings for up to 100 URLs — helpful for comparing against competitors. Click image to enlarge.

Keywords in Headings

WebCEO is a premium SEO tool that identifies keywords in HTML headings. When analyzing headings, keep in mind:

• The primary and secondary keywords.

• Character length and details.

• Tactics for engagement. For example, are the headings questions or CTAs? On-page engagement is a confirmed ranking signal, and headings elevate CTA visibility.

Pricing at WebCEO starts at $36 per month for a Solo Plan with a free 14-day trial.

WebCEO identifies keywords in HTML headings. Click image to enlarge.