Why do we use an H1 and H2 tag?
The H1 tag is the main title of a page. It tells people (and search engines) what the page is mainly about. Think of it like the title on the cover of a book - simple, clear, and used only once per page. This page's H1 Tag is: Article Title - Keyword Rich.
The H2 tag is used for subheadings underneath your main title. These help break up your content into smaller, easier-to-read sections. They make your writing more organised and help readers quickly find what they’re looking for - kind of like chapter titles inside the book. The below headings such as What is a Lorum Ipsum? are H2 Tags.
How and where do we use keywords in articles?
Keywords are the key words or phrases that sum up what your article is about – like "corporate law updates" for a piece on business rules. They help people (and search engines) find your content easily. Think of them like the topics listed on the back of a book cover.
Just use your main keyword a few times naturally throughout the article. Put it right at the start: in the page title, opening line, H1 heading, and H2 subheadings like "Recent Legal Changes". Add a handful of related terms in the body, images, and conclusion to keep things flowing smoothly.
When adding imagery, save the filename with the keyword included (like "corporate-law-updates-2026.jpg ") and use an alt tag describing it, e.g. alt="Recent corporate law updates in 2026", so search engines understand the image.
How should I structure my article?
A good article flows like a conversation with a client. Follow this simple outline:
- Short introduction: what’s changed and why it matters now
- Brief background: key facts or context
- Main points: two to four H2 sections breaking down the issue
- Practical implications: what this means for clients
- Next steps: what clients should do now
- Closing summary: quick recap, plus a short FAQ if helpful
Why we add internal links and calls to action?
Links help readers explore more, keep them on the site, and boost SEO. Quality internal and external links signal to Google that your content is trustworthy and authoritative - key for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), which helps articles rank higher. Here’s how:
- Internal links: point to related insights or other category pages on Trowers - helps readers and SEO
- External links: official guidance, statutes, or regulators when helpful – shows expertise
- Call to action: one simple suggestion at the end like “Contact our team” – builds trust