NEWS
H1 Headings For SEO – Why They Matter
The use of headings for ranking better on search engines has a long history. It’s one of the earliest known Google ranking factors. Because search engines algorithms evolve, it’s important to understand how why headings remain important and how to use them for modern search engines.
This article links to research papers, patents and statements from Google that shows the best way to use the H1 element for SEO ranking purposes.
Original Google Algorithm and Headings
The original Google algorithm was described in the 1998 “The Anatomy of a Large-Scale Hypertextual Web Search Engine” (available as a PDF research paper and HTML page). That document provided the foundation of Search Engine Optimization (SEO) practices appropriate for modern search engines.
Screenshot of the Anatomy of a Search Engine Paper
The document was widely read by search marketers in the early days and some of the insights remain with us today.
In it is found statements that make it clear that specific kinds of on-page elements were in fact ranking factors.
For example, it states that the title element (title tag) was an important ranking factor. This document from 1998 can be considered responsible for the SEO practice of adding keywords to specific web page elements (headings, title, etc.) for ranking purposes.
Here is an example of how the title tag and the PageRank score was enough to accurately rank a web page:
“For most popular subjects, a simple text matching search that is restricted to web page titles performs admirably when PageRank prioritizes the results.”
Other ranking signals are word position within a document (keywords near the top of the page were more important), font size used, and even capitalization.
The paper describes algorithmically “weighting” the fonts.
That means assigning ranking signal importance to them. When something has more weight, that means it has more importance as a ranking factor.
The founders of Google explained how keyword “hits” (matching query keywords to on-page keywords) were influenced by the “weighting” of various on-page factors and then tallied up as a score.
(IR means Information Retrieval and the IR Score is a measurement of how relevant a page is to a search query.)
This is how the original version of Google’s ranking process is described:
“Google considers each hit to be one of several different types (title, anchor, URL, plain text large font, plain text small font, …), each of which has its own type-weight.
…Google counts the number of hits of each type… Then every count is converted into a count-weight.
Count-weights increase linearly with counts at first but quickly taper off so that more than a certain count will not help. We take the dot product of the vector of count-weights with the vector of type-weights to compute an IR score for the document.
Finally, the IR score is combined with PageRank to give a final rank to the document.”
As you can see, on-page factors were very important, including the size of the fonts. The size of the fonts is a reference to the HTML sizing of the fonts, which is a reference to the headings used and possibly the font size attribute.
By 2003, using the font size HTML attribute was not considered a ranking factor. In terms of ranking factors related to font size, only the heading element (H1, H2, etc.) was considered a ranking factor.
Google Patents Related to Headings
Bill Slawski (@bill_slawski) of GoFishDigital (@gofishdigital), is commonly acknowledged as the leading expert on search engine patents. So I asked him about patents related to heading elements.
Bill responded with two interesting patents.
Screenshot of Bill Slawski speaking with Search Engine Journal
The first patent was filed in 2004, which he describes in the article, Google Defines Semantic Closeness as a Ranking Signal
The article explains what the algorithm is trying to do:
“One part of the process behind this approach involves a search engine analyzing the HTML structures on a page, looking for elements such as titles and headings on a page…
In other words, the search engine is attempting to locate and understand visual structures on a page that might be semantically meaningful, such as a list of items associated with a heading.”
Bill explains how the algorithm is figuring out semantic relatedness:
“The patent gives us the following rules about headings and list items when it comes to the distance between words appearing within them:
If both terms appear in the same list item, the terms are considered close to one another;
If one term appears in a list item and the other term appears in the header, this pair of terms may be considered to be approximately equally distant to another pair of terms that appear in the header and another of the list items;
Pairs of terms appearing in different list items may be considered to be farther apart than the pairs of terms falling under 1 and 2.”
Headings and Featured Snippets
Another more recent patent involves the importance of headings in the selection of featured snippets. The algorithm uses the headings on a page as part of the process of selecting passages to be used in a featured snippet.
Bill related that this is what the algorithm is about:
“This answer passages patent uses a page title and main headings to adjust scores for answer passages, by giving them context.”
The article is titled, Adjusting Featured Snippet Answers by Context.
Bill’s article uses the words “heading or headings” 127 times, which shows just how important headings are to this patent.
The article quotes this from the patent, which shows just how important headings were for this patent:
“Receiving a query that is a question query seeking an answer response
Receiving candidate answer passages, each passage made of text selected from a text section subordinate to a heading on a resource, with a corresponding answer score
Determining a hierarchy of headings on a page, with two or more heading levels hierarchically arranged in parent-child relationships, where each heading level has one or more headings, a subheading of a respective heading is a child heading in a parent-child relationship and the respective heading is a parent heading in that relationship, and the heading hierarchy includes a root level corresponding to a root heading (for each candidate answer passage)
Determining a heading vector describing a path in the hierarchy of headings from the root heading to the respective heading to which the candidate answer passage is subordinate, determining a context score based, at least in part, on the heading vector, adjusting the answer score of the candidate answer passage at least in part by the context score to form an adjusted answer score.”
What Google Says About H1 and Headings in General
Google’s John Mueller has fielded many questions about headings. The reason why there’s so much interest is because headings continue to be perceived by the SEO community as having more weighting, a higher level of influence as a ranking factor.
Algorithms Evolve
While the heading element may have had a stronger weight as a ranking factor in the past, that influence may have evolved.
Bill Slawski’s example about how headings might be used in the process of selecting featured snippets is an example on how the influence of heading elements has evolved.
In the featured snippets patent, the heading elements are used for understanding context. They are not used to give more ranking power to a passage of content.
In other words, instead of influencing a ranking score, the headings are being used to influence how an algorithm understands what a passage of content is about.
Statements by Google’s John Mueller on H1 Headings
That patent aligns with the most recent statements that Google’s John Mueller has made about H1 headings and headings in general.
Screenshot of John Mueller Explaining How Google Uses H1 Headings for Search
John Mueller Discusses How to Use Headings
Search Engine Journal published an article titled, John Mueller on How to Use Headings. The article notes Mueller’s answer on how to use headings for SEO.
John confirmed that Google still uses headings for search. He said that Google uses them to understand content.
“We do use headings when it comes to search. But we use them to better understand the content on the pages.”
H1 Headings and Order of Headings
In what may be shocking to some in the SEO industry, Mueller asserted that the order of the headings doesn’t matter to Google.
According to Mueller, the importance of the heading elements is to communicate what the following text passage or image is about.
How Mueller explained heading elements:
“So… this question of… how should I order my H1, H2, H3, headings and what should the content be, that’s something from my point of view isn’t really that relevant.
But rather, what we use these headings for is well we have this big chunk of text or we have this big image and there’s a heading above that, therefore maybe this heading applies to this chunk of text or to this image.
So it’s not so much like there are five keywords in these headings, therefore this page will rank for these keywords but more, here’s some more information about that piece of text or about that image on that page.
And that helps us to better understand how to… frame that piece of text, how to frame the images that you have within those blocks. And with that it’s a lot easier to find… the right queries that lead us to these pages.
So it’s not so much that suddenly your page ranks higher because you have those keywords there.
But suddenly it’s more well, Google understands my content a little bit better and therefore it can send users who are explicitly looking for my content a little bit more towards my page.”
Google and Using Multiple H1 Elements
John Mueller has discussed the use of multiple H1 elements. In the past it was understood that the H1 element sent a more powerful signal than an H2 element.
Some in the SEO industry may reason that if the H1 element is stronger than an H2, H3 element, that using H1 elements through a web page may send a stronger keyword signal. But that is incorrect, that’s not how ranking works.
As we can see from Mueller’s comment above and even in the Google patent that Bill Slawski wrote about, that is no longer be the case.
John Mueller recently dispelled all doubts about this point when he debunked the strategy of using multiple H1 elements for ranking purposes.
This point about using multiple H1 elements was documented in an article titled, John Mueller on Multiple Use of H1 Headings.
Mueller explained:
“You can use H1 tags as often as you want on a page. There’s no limit, neither upper or lower bound.
Your site is going to rank perfectly fine with no H1 tags or with five H1 tags.”
Heading Elements Give Structure to a Page
Mueller next reiterated the importance of heading elements as a way to give structure to a web page.
“H1 elements are a great way to give more structure to a page so that users and search engines can understand which parts of a page are kind of under different headings.
So I would use them in the proper way on a page. And especially with HTML5 having multiple H1 elements on a page is completely normal and kind of expected.
Some SEO tools flag this as an issue and say like Oh you don’t have any H1 tag or you have two H1 tags… from our point of view that’s not a critical issue.”
Heading Tags Continue to be Important
In the answer documented above, Mueller said that a web page can rank without the use of headings. This is true.
But that does not diminish the importance of the use of headings in a web page. Headings continue to be a useful way to make it clear what a web page is about.
The importance of heading tags was documented in the article titled, Heading Tags are a Strong Signal
Google’s Mueller explained why headings are important:
“So, headings on a page help us to better understand the content on the page.
Headings on the page are not the only ranking factor that we have.
We look at the content on its own as well.
But sometimes having a clear heading on a page gives us a little bit more information on what that section is about.”
Headings For Image SEO
Mueller also discussed how the textual context of headings helps Google to understand what images are about.
“So in particular when it comes to images, that’s something where headings and the context of that image helps us a lot to understand where we should be showing that image in search.
…images are not text. We don’t automatically know what we should be showing it for.
And that combination of the image plus the landing page is something that depends quite a bit on the text of the page.”
Headings are a Strong Signal
Mueller next reaffirmed that headings are a strong signal.
“And when it comes to text on a page, a heading is a really strong signal telling us this part of the page is about this topic.
…whether you put that into an H1 tag or an H2 tag or H5 or whatever, that doesn’t matter so much.
But rather kind of this general signal that you give us that says… this part of the page is about this topic. And this other part of the page is maybe about a different topic.”
Headings Communicate Semantic Meaning
The original Google algorithm research paper from 1998 demonstrates without question that text reproduced in larger fonts were interpreted as being important for ranking purposes. More recently, patents that mention heading elements discuss them as a way for understanding context and not so much for generating a ranking score.
A further indication of the evolution of how headings are used come from statements by Google’s John Mueller that indicate that the way heading tags are used may have indeed changed since 1998.
Heading tags continue to be important. But because Google’s algorithm has changed in the past twenty two years, it may be useful to pay close attention to what Google’s patents and Googlers have to say about headings and update one’s search strategy accordingly.
NEWS
OpenAI Introduces Fine-Tuning for GPT-4 and Enabling Customized AI Models
OpenAI has today announced the release of fine-tuning capabilities for its flagship GPT-4 large language model, marking a significant milestone in the AI landscape. This new functionality empowers developers to create tailored versions of GPT-4 to suit specialized use cases, enhancing the model’s utility across various industries.
Fine-tuning has long been a desired feature for developers who require more control over AI behavior, and with this update, OpenAI delivers on that demand. The ability to fine-tune GPT-4 allows businesses and developers to refine the model’s responses to better align with specific requirements, whether for customer service, content generation, technical support, or other unique applications.
Why Fine-Tuning Matters
GPT-4 is a very flexible model that can handle many different tasks. However, some businesses and developers need more specialized AI that matches their specific language, style, and needs. Fine-tuning helps with this by letting them adjust GPT-4 using custom data. For example, companies can train a fine-tuned model to keep a consistent brand tone or focus on industry-specific language.
Fine-tuning also offers improvements in areas like response accuracy and context comprehension. For use cases where nuanced understanding or specialized knowledge is crucial, this can be a game-changer. Models can be taught to better grasp intricate details, improving their effectiveness in sectors such as legal analysis, medical advice, or technical writing.
Key Features of GPT-4 Fine-Tuning
The fine-tuning process leverages OpenAI’s established tools, but now it is optimized for GPT-4’s advanced architecture. Notable features include:
- Enhanced Customization: Developers can precisely influence the model’s behavior and knowledge base.
- Consistency in Output: Fine-tuned models can be made to maintain consistent formatting, tone, or responses, essential for professional applications.
- Higher Efficiency: Compared to training models from scratch, fine-tuning GPT-4 allows organizations to deploy sophisticated AI with reduced time and computational cost.
Additionally, OpenAI has emphasized ease of use with this feature. The fine-tuning workflow is designed to be accessible even to teams with limited AI experience, reducing barriers to customization. For more advanced users, OpenAI provides granular control options to achieve highly specialized outputs.
Implications for the Future
The launch of fine-tuning capabilities for GPT-4 signals a broader shift toward more user-centric AI development. As businesses increasingly adopt AI, the demand for models that can cater to specific business needs, without compromising on performance, will continue to grow. OpenAI’s move positions GPT-4 as a flexible and adaptable tool that can be refined to deliver optimal value in any given scenario.
By offering fine-tuning, OpenAI not only enhances GPT-4’s appeal but also reinforces the model’s role as a leading AI solution across diverse sectors. From startups seeking to automate niche tasks to large enterprises looking to scale intelligent systems, GPT-4’s fine-tuning capability provides a powerful resource for driving innovation.
OpenAI announced that fine-tuning GPT-4o will cost $25 for every million tokens used during training. After the model is set up, it will cost $3.75 per million input tokens and $15 per million output tokens. To help developers get started, OpenAI is offering 1 million free training tokens per day for GPT-4o and 2 million free tokens per day for GPT-4o mini until September 23. This makes it easier for developers to try out the fine-tuning service.
As AI continues to evolve, OpenAI’s focus on customization and adaptability with GPT-4 represents a critical step in making advanced AI accessible, scalable, and more aligned with real-world applications. This new capability is expected to accelerate the adoption of AI across industries, creating a new wave of AI-driven solutions tailored to specific challenges and opportunities.
This Week in Search News: Simple and Easy-to-Read Update
Here’s what happened in the world of Google and search engines this week:
1. Google’s June 2024 Spam Update
Google finished rolling out its June 2024 spam update over a period of seven days. This update aims to reduce spammy content in search results.
2. Changes to Google Search Interface
Google has removed the continuous scroll feature for search results. Instead, it’s back to the old system of pages.
3. New Features and Tests
- Link Cards: Google is testing link cards at the top of AI-generated overviews.
- Health Overviews: There are more AI-generated health overviews showing up in search results.
- Local Panels: Google is testing AI overviews in local information panels.
4. Search Rankings and Quality
- Improving Rankings: Google said it can improve its search ranking system but will only do so on a large scale.
- Measuring Quality: Google’s Elizabeth Tucker shared how they measure search quality.
5. Advice for Content Creators
- Brand Names in Reviews: Google advises not to avoid mentioning brand names in review content.
- Fixing 404 Pages: Google explained when it’s important to fix 404 error pages.
6. New Search Features in Google Chrome
Google Chrome for mobile devices has added several new search features to enhance user experience.
7. New Tests and Features in Google Search
- Credit Card Widget: Google is testing a new widget for credit card information in search results.
- Sliding Search Results: When making a new search query, the results might slide to the right.
8. Bing’s New Feature
Bing is now using AI to write “People Also Ask” questions in search results.
9. Local Search Ranking Factors
Menu items and popular times might be factors that influence local search rankings on Google.
10. Google Ads Updates
- Query Matching and Brand Controls: Google Ads updated its query matching and brand controls, and advertisers are happy with these changes.
- Lead Credits: Google will automate lead credits for Local Service Ads. Google says this is a good change, but some advertisers are worried.
- tROAS Insights Box: Google Ads is testing a new insights box for tROAS (Target Return on Ad Spend) in Performance Max and Standard Shopping campaigns.
- WordPress Tag Code: There is a new conversion code for Google Ads on WordPress sites.
These updates highlight how Google and other search engines are continuously evolving to improve user experience and provide better advertising tools.
Facebook Faces Yet Another Outage: Platform Encounters Technical Issues Again
Uppdated: It seems that today’s issues with Facebook haven’t affected as many users as the last time. A smaller group of people appears to be impacted this time around, which is a relief compared to the larger incident before. Nevertheless, it’s still frustrating for those affected, and hopefully, the issues will be resolved soon by the Facebook team.
Facebook had another problem today (March 20, 2024). According to Downdetector, a website that shows when other websites are not working, many people had trouble using Facebook.
This isn’t the first time Facebook has had issues. Just a little while ago, there was another problem that stopped people from using the site. Today, when people tried to use Facebook, it didn’t work like it should. People couldn’t see their friends’ posts, and sometimes the website wouldn’t even load.
Downdetector, which watches out for problems on websites, showed that lots of people were having trouble with Facebook. People from all over the world said they couldn’t use the site, and they were not happy about it.
When websites like Facebook have problems, it affects a lot of people. It’s not just about not being able to see posts or chat with friends. It can also impact businesses that use Facebook to reach customers.
Since Facebook owns Messenger and Instagram, the problems with Facebook also meant that people had trouble using these apps. It made the situation even more frustrating for many users, who rely on these apps to stay connected with others.
During this recent problem, one thing is obvious: the internet is always changing, and even big websites like Facebook can have problems. While people wait for Facebook to fix the issue, it shows us how easily things online can go wrong. It’s a good reminder that we should have backup plans for staying connected online, just in case something like this happens again.
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