Headlines in the SGE Era: How to Capture Attention in Google’s AI Answers
As of June 2025, Google’s Search Generative Experience (SGE) has changed how content is selected and displayed in AI-generated answers. Headlines are no longer just a way to organise content — they are a decisive factor in whether your article gets featured. This article explores the updated principles for crafting H1 and H2 tags, with real examples and practical methods for headline testing using AI tools.
Updated H1 and H2 Requirements for SGE
In the SGE ecosystem, headlines must do more than catch the eye — they must communicate clear intent, context, and topical relevance. Your H1 acts as a signal to both users and AI systems, defining what your page offers in a concise and natural language format. Avoid vague or generic phrases and instead focus on clarity and keyword alignment with real user queries.
An effective H1 should directly answer a potential question. For example, instead of writing “SEO Guide”, a better choice would be “How to Write SGE-Optimised Headlines in 2025”. This gives the AI enough semantic context to link your page with relevant search intents.
Subheadings (H2) must support the structure logically. They should outline the subtopics your article covers, rather than repeating the main idea. Treat them as micro-answers for distinct but related user questions, helping AI decide which parts to elevate in response generation.
Structuring for Semantic Relevance
Semantic clarity is paramount in the SGE framework. Use synonyms, related phrases, and actual user query terms in your headlines. This makes it easier for the AI to match your content to various search patterns.
Avoid fluff or ambiguous labels. For example, a subheading like “Effective Headline Formats for SGE” is far more actionable and useful than simply “Headline Tips”. The clearer and more specific you are, the better your content performs in generative contexts.
Ensure that each H2 is followed by consistent, informative content. AI systems prioritise alignment between headings and body copy — if your headline promises examples or analysis, the content must deliver precisely that.
Examples of Effective and Ineffective Headlines
To create compelling headlines for SGE, you need to think beyond traditional SEO rules. Successful headlines are conversational, query-like, and task-oriented. They mimic the way users formulate questions and seek answers. Below are real-world inspired contrasts to illustrate the point.
Effective: “How to Craft AI-Friendly Headlines for Google’s SGE” — this matches user intent and aligns with specific AI queries.
Ineffective: “SEO in the AI Age” — too broad, lacks clarity, and doesn’t imply an answerable question.
Case-Based Comparisons
Consider two articles about digital marketing headlines. The first uses H2s like “2025 Headline Trends” and “Top Performing Structures”. The second uses “Trends” and “Performance Insights”. The first is specific, actionable, and directly understood by AI systems. The second is vague and less likely to be selected.
Length also matters — SGE systems tend to favour headlines between 50–70 characters. This balance keeps them readable while retaining enough keywords for context.
Test different headline structures against actual queries using AI tools or Google’s Search Console data to measure visibility and click potential.
Testing and Optimising Headlines with AI Tools
Headline testing is no longer limited to A/B experiments or CTR analysis. AI-powered tools like GPT-4o and headline analysers can simulate user intent and evaluate your headline’s match against current search trends. This allows marketers to fine-tune content before publication.
Start by generating five to ten headline variants for each topic. Feed them into AI models and assess their relevance scores, engagement potential, and match to user goals. Focus on clarity, actionability, and keyword inclusion.
From these iterations, select the best-performing version, then cross-check it against your target SERP layout. Remember: SGE prioritises semantic clarity and direct answer value. The more helpful your headline appears, the more likely it is to be surfaced in AI answers.
Title and Meta Description Alignment
Ensure consistency between your page title, meta description, and primary H1 tag. SGE may pull from any of these areas to display information in search. If they contradict each other, the algorithm may reduce your visibility or choose a competing result.
Your meta description should summarise the value of your article, using similar language to the headline while extending the topic. Avoid keyword stuffing — focus on usefulness and clarity.
Also consider future-proofing by avoiding trendy jargon or time-sensitive references unless directly relevant. This gives your content longer-term performance even as search models evolve.
