Heading Optimization for AI: What/How/Why Keywords in H2s
To optimize headings for AI search, include What/How/Why question words in your H2 tags to signal the type of content each section contains. “What” signals definitions, “How” signals processes, and “Why” signals reasoning. These question words help AI systems match your content sections to user queries, increasing your chances of being cited.
This technique is part of the Intent-Rich Headings strategy (C02 checkpoint in GEO CORE). Below, we break down each question word type and show you exactly how to apply them.
Key Takeaways
- ✓ What = Definitions and explanations
- ✓ How = Processes, tutorials, and steps
- ✓ Why = Reasoning, benefits, and importance
- ✓ Mixed Use: Combine all three for comprehensive coverage
The What/How/Why Framework #
Each question word signals a different content type to AI systems. Using all three across your H2s signals comprehensive topic coverage:
| Question Word | Content Type | User Intent | Example Heading |
|---|---|---|---|
| What | Definition, explanation | Learn/understand | “What Is Heading Optimization?” |
| How | Process, tutorial, steps | Do/implement | “How to Optimize Your Headings” |
| Why | Reasoning, benefits | Understand importance | “Why Headings Matter for AI” |
| When | Timing, conditions | Know context | “When to Use Each Keyword Type” |
| Which | Choices, options | Decide/compare | “Which Keywords Work Best?” |
What Headings: Definitions and Explanations #
“What” headings are ideal for sections that define terms, explain concepts, or describe features. They directly match “what is...” search queries—one of the most common query types.
Common “What” Patterns #
- “What Is [Term]?”
- “What Are [Plural Items]?”
- “What Does [Term] Mean?”
- “What Makes [Topic] Different?”
Examples #
Generic
“Definition”
“Overview”
“Introduction”
Intent-Rich
“What Is Heading Optimization?”
“What Are Intent Keywords?”
“What Makes AI-Friendly Headings?”
How Headings: Processes and Tutorials #
“How” headings signal actionable content. They're perfect for tutorials, step-by-step guides, and process explanations. These match “how to...” queries—extremely common in search.
Common “How” Patterns #
- “How to [Achieve Goal]”
- “How [Thing] Works”
- “How to [Action] in [Context]”
- “How AI [Processes Something]”
Examples #
Generic
“Process”
“Steps”
“Implementation”
Intent-Rich
“How to Write Intent-Rich Headings”
“How AI Evaluates Your Headings”
“How to Check Your C02 Score”
Why Headings: Reasoning and Importance #
“Why” headings explain reasoning, benefits, and importance. They address the motivation behind actions and help readers understand context.
Common “Why” Patterns #
- “Why [Topic] Matters”
- “Why You Should [Action]”
- “Why [Thing] Is Important for [Goal]”
- “Why [Approach] Works”
Examples #
Generic
“Benefits”
“Importance”
“Reasons”
Intent-Rich
“Why Headings Matter for AI Search”
“Why You Should Use Question Words”
“Why This Technique Improves Citations”
Combining What/How/Why for Full Coverage #
The most comprehensive articles use all three question types. Here's a typical structure:
Example Article Structure
- H2: What Is Heading Optimization? (Definition)
- H2: Why Headings Matter for AI (Reasoning)
- H2: How to Write Intent-Rich Headings (Process)
- H2: What Are Common Mistakes? (Definition/List)
- H2: How to Check Your Score (Process)
This structure covers definition, reasoning, and implementation—signaling to AI that your content comprehensively addresses the topic.
Beyond Question Words: Other Intent Signals #
While What/How/Why are the core question words, you can also use intent modifiers:
- “Best...” — Recommendation content
- “Complete Guide to...” — Comprehensive coverage
- “Step-by-Step...” — Detailed tutorial
- “X vs Y” — Comparison content
Mix question words with modifiers for variety while maintaining strong intent signals.
Frequently Asked Questions #
What are What/How/Why keywords in headings? #
What/How/Why keywords are question words used in H2/H3 headings to signal the type of content that follows. “What” indicates definitions, “How” indicates processes or tutorials, and “Why” indicates explanations or reasoning. These help AI match content to user queries.
How many headings should use What/How/Why keywords? #
Aim for more than 50% of your H2/H3 headings to include intent keywords like What, How, or Why. This threshold signals comprehensive coverage while maintaining natural readability.
Do What/How/Why headings help with traditional SEO? #
Yes, they help with both AI search and traditional SEO. Question-based headings often match search queries directly, can trigger featured snippets, and improve content organization for both crawlers and users.
Conclusion: Use What/How/Why for Complete Coverage #
What/How/Why keywords transform generic headings into intent-rich signals that AI systems can understand and match to queries. By using all three across your H2 tags, you signal comprehensive topic coverage and increase your citation potential.
To implement this technique:
- “What” for definitions and explanations
- “How” for processes and tutorials
- “Why” for reasoning and benefits
- Mix all three for comprehensive articles
Check your heading optimization with GEO-Lens. For more on intent-rich headings, see Intent-Rich Headings: How to Write H2/H3 That AI Understands.
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Product Manager at Seenos.ai. Pioneer in AEO research since 2024, exploring the convergence of SEO and GEO (Generative Engine Optimization). Led multiple AI-powered content optimization projects that achieved 300%+ citation increases in ChatGPT and Perplexity.