The “H1” tag is important for 2 main reasons:

  • User experience
  • Search engine optimization (SEO)

To really benefit from these two areas, there should be an attempt to include an H1 tag on pretty much every page of the site.

The majority of pages use an H1 tag – around 80% of first-page Google results have one.

The proportion of pages that use H1 tags has notably increased compared to 2014. In the top 30, this ratio has increased by 4%

It has been found that users leave Web pages within 10–20 seconds. However,  pages having a clear “value proposition” can hold their attention for much longer. In order to gain several minutes of the users’ attention, it is necessary to clearly communicate “the value proposition” within 10 seconds.

 

The H1 tag is what provides the “clear value proposition” and tells your readers that they are at the right place for what they’re looking for. As stated by Google :

“Heading tags are an important website component for catching the user’s eye.”

Keywords are important for Title Tags,

but you shouldn’t feel the need to include them into your H1 Tag.