I have a client who has an authoritative, well-indexed, high ranking site, with thousands of unique, well written features. So what’s the “problem”? The content doesn’t have H1 tags.
Because of some legacy issues with the CMS, each story is published with the headline in the H2 position, the slug in the H3 position and author in the H4 position. No H1.
I know that’s generally suboptimal, but it seems to be working fine. Do I stand to gain anything by moving each of these up one level? Or do search bots, seeing no H1, use the H2 as the key indication of page content? In other words, is there a cascading effect?
Ever seen this issue? What did/would you do? Double down or stand?