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I’ve dealt with this exact setup on large ecommerce sites.
Short version. Reusing the same H2s across product pages is fine. Google doesn’t care about repeated heading labels.
Longer answer, based on real world use.Google uses headings to understand structure and help users scan the page. It does not expect every product page to have a totally unique set of H2s. Seeing sections like “Design”, “Materials”, “Care” or “Specifications” repeated across a catalogue is completely normal and very common on big sites.
What actually matters is what sits under those headings.
If the content under each H2 is written specifically for that product and genuinely describes that product, Google treats the page as unique. If the content is mostly reused or lightly rewritten boilerplate, changing the H2 wording won’t fix that.In practice, content uniqueness is far more important than heading uniqueness.
I’ve not seen ranking issues caused by shared H2 structures alone, even across thousands of SKUs. The problems show up when…
The body copy is mostly duplicated.Pages rely heavily on templates with little real detail
Products are near identical and add no extra information
Plenty of large ecommerce sites reuse the same heading layout at scale and rank just fine.
If you want best practice:
Keep the consistent H2 structure
Put effort into unique, useful copy under each section
Add product specific details where possible like dimensions, use cases, fit, compatibility, FAQs
