Intent-Rich Headings: How to Write H2/H3 That AI Actually Understands
Intent-rich headings are H2/H3 tags that include question words (What, How, Why) or intent modifiers (Best, Guide, Complete) to signal your content's relevance to AI search engines. This is checkpoint C02 in the GEO CORE model. Pages where more than 50% of headings contain intent keywords are significantly more likely to be cited in AI-generated answers.
AI systems use headings to understand content structure and coverage. When your headings clearly state what each section addresses, AI can match those sections to specific user queries—increasing your chances of citation.
Key Takeaways
- ✓ 50% Threshold: More than half of H2/H3 should include intent keywords
- ✓ Question Words: What, How, Why, When, Where, Which
- ✓ Intent Modifiers: Best, Complete, Ultimate, Guide, Step-by-step
- ✓ Coverage Signal: Intent headings show comprehensive topic coverage
What Are Intent-Rich Headings? #
Intent-rich headings explicitly signal what question or topic a section addresses. Instead of generic labels like “Overview” or “Details,” they use specific language that matches user search queries.
Types of Intent Keywords #
Question Words
Signal specific query types:
- What — Definition queries
- How — Process queries
- Why — Reasoning queries
- When — Timing queries
- Where — Location queries
Intent Modifiers
Signal content quality/scope:
- Best — Recommendation content
- Complete/Ultimate — Comprehensive guides
- Step-by-step — Tutorials
- Guide — Educational content
- vs/Comparison — Comparison content
Why Intent Headings Matter for AI Search #
AI search engines use headings to:
- 1Understand scope: What topics does this page cover?
- 2Match queries: Does a section directly address the user's question?
- 3Extract answers: Which section contains the most relevant content?
When your H2 says “How to Optimize Headings for AI,” an AI system can confidently cite that section for a “how to optimize headings” query. When it says just “Optimization,” the AI must guess—and often moves to a clearer source.
Before and After Examples #
| Weak Heading | Intent-Rich Heading | Intent Signal |
|---|---|---|
| Overview | What Are Intent-Rich Headings? | Definition (What) |
| Benefits | Why Intent Headings Boost AI Citations | Reasoning (Why) |
| Implementation | How to Write Intent-Rich Headings | Process (How) |
| Examples | Best Practices for H2/H3 Tags | Recommendation (Best) |
| Comparison | Weak vs Intent-Rich Headings | Comparison (vs) |
| Process | Step-by-Step Heading Optimization | Tutorial (Step-by-step) |
The 50% Rule #
GEO-Lens checks whether more than 50% of your H2/H3 headings contain intent keywords. This threshold is based on research into AI citation patterns:
- Below 30%: AI may perceive content as unfocused or vague
- 30-50%: Partial signal; may pass C02 as “Partial”
- Above 50%: Strong intent signal; passes C02
- Above 70%: Excellent; very clear topic coverage
Calculating Your Intent Percentage #
Count your H2 and H3 headings. How many include intent keywords?
Intent Percentage = (Headings with Intent Keywords / Total H2+H3 Headings) × 100 Example: - Total H2/H3: 8 - With intent keywords: 5 - Percentage: 5/8 = 62.5% ✓ Pass
How to Write Intent-Rich Headings #
Step 1: Identify the Section's Purpose #
Before writing the heading, ask: What question does this section answer?
- Defines something → Use “What is...”
- Explains a process → Use “How to...”
- Provides reasoning → Use “Why...”
- Recommends options → Use “Best...”
- Compares alternatives → Use “X vs Y”
Step 2: Include the Topic + Intent #
Combine your topic with the appropriate intent keyword:
Format: [Intent Keyword] + [Topic] Examples: - What Are + Intent-Rich Headings - How to + Write H2/H3 Tags - Why + Headings Matter for AI - Best Practices + for Heading Structure
Step 3: Keep It Specific #
Avoid vague terms. Be specific about what the section covers:
Too Vague
- “How It Works”
- “What You Need to Know”
- “Best Practices”
Specific
- “How Intent Headings Boost Citations”
- “What AI Looks for in Headings”
- “Best Practices for H2 Optimization”
Common Heading Mistakes to Avoid #
| Mistake | Problem | Fix |
|---|---|---|
| Single-word headings | No intent signal, too vague | Add context: “What Are Benefits of X” |
| All questions | Feels repetitive, may hurt readability | Mix question words with modifiers |
| Too long | Harder to scan, dilutes intent | Keep under 10 words ideally |
| Keyword stuffing | Feels unnatural, may be penalized | One intent keyword per heading |
Frequently Asked Questions #
What are intent-rich headings? #
Intent-rich headings are H2/H3 tags that include intent keywords like What, How, Why, Best, Guide, or Complete. These words signal to AI search engines that your content directly addresses specific user questions, making it more likely to be cited.
What percentage of headings should include intent keywords? #
For optimal AI visibility, more than 50% of your H2/H3 headings should include intent keywords. This threshold signals comprehensive coverage to AI systems without making your content feel formulaic.
How do intent-rich headings affect AI citations? #
Intent-rich headings help AI systems understand your content's scope and relevance. Pages with strong intent signals in headings are more likely to be selected as sources because AI can clearly match heading topics to user queries.
Should H1 tags also include intent keywords? #
Yes, H1 tags benefit from intent keywords too. However, H1 is usually your page title and gets evaluated differently. The C02 checkpoint focuses on H2/H3 because these structure the body content AI parses for citation candidates.
Conclusion: Signal Your Intent Clearly #
Intent-rich headings are one of the easiest context signals to optimize. By including question words and intent modifiers in your H2/H3 tags, you make it easier for AI to understand what your content covers and match it to relevant queries.
To optimize your headings:
- Aim for 50%+ of H2/H3 with intent keywords
- Match keyword to section purpose (What for definitions, How for processes)
- Be specific about what each section covers
- Avoid extremes (all questions or no intent signals)
Use GEO-Lens to check your C02 score and get specific improvement suggestions. For more on heading optimization, see Heading Optimization for AI and Intent Keywords in Headings: A Complete Guide.
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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.