Question Led H2
A heading written as a literal user question.
Key takeaways
- Question Led H2 is a heading written as a literal user question.
- Turn your main section headings into the questions customers actually ask.
- Avoid: turning every heading into a question, even where a label reads better.
What is Question Led H2?
Question led headings are the single highest leverage AEO change. They make answer extraction easy because the engine can map H2 to question and following paragraph to answer.
Why Question Led H2 matters for AEO in 2026
Headings written as questions map directly to how people ask search engines and assistants. They make it easy for engines to match a question to your answer, and easy for readers to scan.
For a wider view of where this fits, see our full AEO glossary or explore the SEO and GEO service we run for clients.
How to apply Question Led H2 on your site
Knowing the concept is only half of it. Work through these steps in order to put Question Led H2 into practice on your own pages:
- Turn your main section headings into the questions customers actually ask.
- Answer the question in the first sentence beneath the heading.
- Use the wording people use, which you can find in search suggestions and sales calls.
Common mistakes to avoid
Most sites that struggle with Question Led H2 fall into the same traps. Check your pages against each of these before moving on:
- Turning every heading into a question, even where a label reads better.
- Asking a question and then not answering it straight away.
- Using clever headings that nobody would ever search for.
Questions about Question Led H2
A heading written as a literal user question.
Headings written as questions map directly to how people ask search engines and assistants. They make it easy for engines to match a question to your answer, and easy for readers to scan.
Start here: turn your main section headings into the questions customers actually ask. Then answer the question in the first sentence beneath the heading.
The most common is turning every heading into a question, even where a label reads better. Another is asking a question and then not answering it straight away.