Guidance describes question-shaped headings as helping map user prompts to retrievable sections in conversational search. Evidence confidence: hypothesis, not yet confirmed.

Rule aeo-002 · content_template · hypothesis, not yet confirmed

Use question-shaped H2/H3 headings that match how buyers ask (not clever labels only).

Applies to: blog, faq, landing

Hypothesis: the reasoning is published, but no independent evidence confirms it yet. Test it on your own pages before you rely on it.

Why this matters

Guidance describes question-shaped headings as helping map user prompts to retrievable sections in conversational search.

Implementation

Type: template

Anti-pattern

Vague section titles like 'Overview' with no query intent.

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