Make your H2s question-shaped

What the scan checks: it collects your <h2> and <h3> headings and checks that at least half are question-shaped. A heading counts as a question when it ends in a question mark, or when it opens with an interrogative followed by a lowercase word (“How do I cancel”, “Why does this happen”). This applies to content pages, not the homepage.

Why the lowercase rule exists. A Title-Case marketing heading whose first word happens to be an interrogative is not a question: “Is Included In Every Plan”, “Will Call Pickup” and “Can Be Cancelled Anytime” are all statements. They used to count, which meant pages with no question heading anywhere on them passed. If you write a question in title case, give it its question mark and it counts.

The scan also reads your heading outline here and reports, as receipts on this check: more than one <h1>, any skipped level (H2 straight to H4), and an outline where more than a fifth of headings are H4 or deeper. Those do not fail the check on their own, but they are what makes an engine guess where a section starts and ends.

Why it matters for AI search visibility

People talk to AI engines in questions, and retrieval works by matching the user’s query against your content. A heading that mirrors the actual question (“How much does X cost?”) is a near-exact semantic match for the query, and the chunk under it becomes the obvious thing to extract and cite. A vague noun-phrase heading (“Pricing,” “Overview,” “Details”) matches nothing in particular, so the section competes weakly. Question-shaped H2s also structure the page into clean question-and-answer chunks, which is exactly the shape engines reward.

How to fix it

Rewrite section headings as the questions your audience actually asks. Same content, different framing:

• “Pricing” becomes “How much does it cost?”
• “Integrations” becomes “What does it integrate with?”
• “Security” becomes “Is my data secure?”
• “Setup” becomes “How do I get started?”

To find the real questions, pull from your own search queries, sales-call FAQs, “People also ask” boxes, and what customers type into support. Then, immediately under each question heading, put a 40 to 60 word answer block (see C1) so the question and its answer live in the same chunk.

Do not force every heading into a question if the section genuinely is not one; the check wants at least half, which leaves room for the occasional structural heading. And keep the phrasing natural rather than keyword-stuffed.