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Headings in the age of AI crawlers

Hey all,

I'm a front-end web designer, and one of my SEO partners has told me that with the advent of LLMs and AI crawlers, heading structures are more important than they used to be in the good ol' age of Google.

They've requested that we use quite long and comprehensive headers, which is causing design issues, and I'm wondering if this is actually how headers should actually be used to maximize SEO.

For example, take the following fake copy.

Maximum Velocity Welcome to Maximum Velocity's home page! We're the fastest trucking people in the Atlanta area. Moving, freight and storage are our specialty. Price-matching guaranteed.

I would previously have styled it as:

<h1>Maximum Velocity</h1> <h2>Welcome to Maximum Velocity's home page!</h1> <p>We're the fastest trucking people in the Atlanta area.</p> <p>Moving, freight and storage are our specialty.</p> <p>Price-matching guaranteed.</p>

However, my partner insists that it's better for AI crawlers to have it as:

<h1> Maximum Velocity </h1> <h2> <span>Welcome to Maximum Velocity's home page!</span> <span>We're the fastest trucking people in the Atlanta area.</span> <span>Moving, freight and storage are our specialty.</span> <span>Price-matching guaranteed.</span> </h2>

The latter creates CSS challenges (as each line has a different style despite being in the same H2), but mostly, it seems rather long and unnatural, as it features different types of information.

What would be the best 2025 SEO practice in a case like this?

submitted by /u/anglejongen
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