Headers, Keywords, and Meta Descriptions: The Basics That Actually Matter

SEO can feel overwhelmingly technical. Agencies throw around terms like "schema markup," "canonical tags," and "crawl budget" as if you need a computer science degree to rank on Google.

You don't.

For local businesses, a handful of basics cover 80% of what matters. Here's what you actually need to know about headers, keywords, and meta descriptions.

Headers: Organizing Your Content

Headers are the titles and subtitles that break up your content. They serve two purposes: helping readers scan and helping Google understand your content structure.

Header Hierarchy

H1 (Title): One per page. This is your main headline.

• "How Much Does Furnace Replacement Cost?"

H2 (Main Sections): Use every 200-300 words to introduce new sections.

• "Factors That Affect Furnace Replacement Cost"
• "Average Costs by Furnace Type"
• "Labor Costs vs. Equipment Costs"

H3 (Subsections): Use within H2 sections if needed for further organization.

• Under "Factors That Affect Cost": "Home Size," "Furnace Efficiency Rating," "Ductwork Condition"

Header Best Practices

Be descriptive: Headers should tell readers what that section covers. "Cost Factors" is better than "Things to Know."

Include keywords naturally: If the section is about furnace costs, say "furnace costs" in the header. But don't force it: "Furnace Costs for Furnace Replacement Furnaces" is spam.

Make them scannable: Someone should understand your article's structure just by reading the headers.

Don't skip levels: Go H1 → H2 → H3, not H1 → H3. The hierarchy matters.

Common Mistakes

Using headers for styling: Don't make text an H2 just because you want it bigger. Use CSS for styling, headers for structure.

Only one or two headers: Long posts with no headers are hard to read and harder to rank.

All caps or overly clever headers: "WHAT YOU NEED TO KNOW!!!" or "The Million Dollar Question" tell readers nothing.

Keywords: What They Are and How to Use Them

Keywords are the words and phrases people type into Google. Your content should include relevant keywords, but not in the manipulative way old-school SEO suggested.

Finding Your Keywords

You don't need expensive tools. Start with:

Customer questions: What do people ask you? Those questions are keywords.

• "Why is my AC freezing up?"
• "How long do roofs last?"

Google autocomplete: Start typing a query and see what Google suggests. Those suggestions reflect real searches.

"People also ask": The question boxes in Google results show related queries people search for.

Competitor content: What topics do ranking competitors cover? Those topics have keyword demand.

Using Keywords Naturally

Include in your title: Your main keyword should appear in your H1, ideally near the beginning.

Include in first paragraph: Mention your main topic early so Google (and readers) know what the page is about.

Include in headers: Where relevant, use keywords in H2 headers. But only where natural.

Include throughout content: If you're writing about furnace replacement, you'll naturally mention "furnace replacement" multiple times. That's fine—it's your topic.

Use variations: Don't repeat the exact phrase robotically. "Furnace replacement," "replacing your furnace," "new furnace installation"—these variations help you rank for related searches.

Keyword Mistakes to Avoid

Keyword stuffing: Forcing keywords into every sentence. "Our furnace replacement service provides furnace replacement for homeowners needing furnace replacement." This hurts rankings.

Exact-match obsession: You don't need the phrase "affordable HVAC repair near me" exactly as typed. Write naturally and you'll capture these searches.

Ignoring intent: Ranking for "furnace history" doesn't help if you sell furnace repair. Match keywords to what your customers actually search when they need your services.

One keyword per page: Each page can rank for dozens of related keywords. Don't artificially limit yourself.

Meta Descriptions: Your Search Result Pitch

The meta description is the snippet of text that appears below your page title in search results. Google sometimes overrides it, but a good meta description can increase clicks.

What a Meta Description Does

When someone sees your page in search results, they see:

• Title: Your H1 (or a modified version)
• URL: Your page address
• Meta Description: A 150-160 character summary

The meta description is your chance to convince them to click your result over competitors.

Writing Effective Meta Descriptions

Length: 150-160 characters. Longer gets cut off. Shorter wastes space.

Include your keyword: This helps it appear bold when it matches the search query.

Summarize the content: What will readers find? Why should they click?

Include a soft CTA: "Learn what to expect" or "Find out if you need..." encourages clicks.

Be honest: Don't promise what the page doesn't deliver. That just increases bounce rate.

Meta Description Examples

Weak: "ABC Plumbing provides plumbing services. Contact us for more information about our plumbing."

Strong: "Learn what causes drain backups and when DIY fixes work vs. when you need a pro. Includes cost estimates and warning signs to watch for."

Weak: "Everything you need to know about HVAC systems and heating and cooling for your home."

Strong: "Furnace making strange noises? Here's what each sound means, whether it's serious, and what to do next. From a 20-year HVAC technician."

Where to Set Meta Descriptions

Most website platforms have a field for meta descriptions:

• WordPress: In the SEO plugin (Yoast, RankMath, etc.)
• Squarespace: In page settings
• Wix: In SEO settings for each page

If you don't set one, Google will pull text from your page—often poorly.

The Minimum You Need to Do

Don't overcomplicate this. For every piece of content:

1. Write a clear, descriptive H1 that includes your main topic
2. Use H2 headers every 200-300 words to organize content
3. Mention your main topic naturally throughout the content
4. Write a meta description that summarizes the page in 150-160 characters

That's it. Those basics, done consistently, put you ahead of most local competitors.

All of the content we deliver includes these basics out of the box—proper H1/H2 structures, keyword-aware copy, and meta descriptions already written. You don't have to think about headers, keywords, or meta descriptions at all. We handle the technical SEO fundamentals so you can focus on running your business.

What You Can Ignore (For Now)

Schema markup: Helpful but not essential. Focus on content first.

Keyword density: An outdated concept. Write naturally.

LSI keywords: Marketing jargon. Just write comprehensively about your topic.

Meta keywords: Google ignores them. Don't bother.

Complex technical SEO: Matters for large sites. Most local businesses don't need it.

The Bottom Line

Headers, keywords, and meta descriptions aren't complicated:

• Headers organize your content for readers and Google
• Keywords are just the words your customers use—include them naturally
• Meta descriptions convince searchers to click your result

Master these basics, and you've handled the fundamentals. Everything else is optimization on top of a solid foundation.

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Want to see how we handle this? We'll create a sample article with SEO summary for your specific niche as part of your free Month 1 pack. You'll see exactly how we structure headers, incorporate keywords naturally, and write meta descriptions—all optimized for your services and local market.

Related Guides

• Local SEO Basics: How Content Helps You Show Up When Locals Search
• How Google Decides Which Local Businesses to Show
• The Three Things Google Looks For in Local Business Websites
• Local SEO for Plumbers (2025 Guide)