Just two weeks ago, John Mueller, Google Webmaster Trends Analyst, announced that putting the keyword in the titles (H1, H2, H3, etc.) has ceased to be important for SEO . Yes, believe it or not. When one of the great gurus, as is the case with John Mueller, comments something of such relevance, the impact is immediate.

According to J.Mueller, headlines were a crucial factor for SEOs, but today they serve for organising the content and give meaning to the context.

With this statement, another of the many suspicions that lurked all SEO’s professionals worldwide is confirmed: the positioning must be left behind as it was understood 10 years ago.

Now, does this mean that we must stop putting headers and we must ignore keywords in them?  In our view, the answer is a resounding no. The latest changes in Google’s algorithm, such as BERT, are giving us clues to the new trends in SEO and everything suggests that the search engine intends to position quality content more and more, looking for semantic wealth, order and clarity in language.

Therefore, H2 and H3 should be used only when necessary, either because of the extension of the document or because the content requires it and its order will no longer matter.

If we extrapolate all this to the headings subject, we can understand the keyword in the title will not position the URL itself. Still, if it is consistent with the content and is in line with what is going to be exposed, Google will understand much better the context and, consequently, will position it better.

As you can see, Google is a giant that never sleeps and stays energetic and awake 365 days a year. Anchoring itself in the past with its old theories is like being on the edge of the precipice. In Multiconversion, we are trying to keep up to date with all the news and changes that it makes in its algorithm. If you want to position your brand with a robust digital marketing strategy, contact us, we will be happy to help you.