H2 tags are the signposts of your content, breaking up your text into logical sections and guiding users through your page. While there’s no official character limit for H2 tags, writing subheadings that are overly long—generally over 70 characters—can be detrimental to user experience and dilute your SEO focus. The art of a good H2 is to be both descriptive and concise.
Think of your H2 tags as the chapter titles of a book. They should be clear, compelling, and give the reader a good idea of what to expect in the upcoming section. A long, rambling chapter title is confusing, and the same is true for your H2s. For a broader look at headings, see our guide on H1 tag setup.
Best Practices for Writing Effective H2 Tags
For a comprehensive guide on the role of headings in SEO, check out this resource from Yoast.
H2 Length in Action: Before and After
Before: `<h2>An In-Depth Look at the Various Different Ways You Can Go About Optimizing Your Images for Search Engine Optimization</h2>`
After: `<h2>How to Optimize Your Images for SEO</h2>`
Just as an overly long H2 can be a problem, so can an H2 that is too short. For more on heading best practices, see our article on on-page SEO. For another great resource, check out this article from Moz.
Frequently Asked Questions
Is there a penalty for long H2 tags?
No, Google does not directly penalize you for long H2 tags. However, headings that are too long can be difficult for users to scan and may dilute the focus of your keywords, which can indirectly harm your SEO performance.
Is the 70-character limit a strict rule?
No, it’s a guideline, not a strict rule. The goal is to be concise and descriptive. If your H2 is 75 characters but is a perfect, user-friendly description of the section, it’s likely fine. The 20-70 character range is a helpful target to aim for.
Should I rewrite all my long H2 tags?
You should prioritize rewriting H2 tags that are unclear, keyword-stuffed, or do not accurately represent the content of the section. Focus on improving the user experience first; if a long H2 is the clearest and most descriptive option, it may be acceptable to leave it.
Are your subheadings telling the right story? Use Creeper to audit your H2 tags and ensure they are clear, concise, and SEO-friendly.