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Is it bad for SEO to reuse the same H2 structure across hundreds of product pages?
Posted by on December 17, 2025 at 7:29 pmI manage an ecommerce site with ~500 products.
To stay consistent, I’m thinking of using the same H2 headings on every product page (design story, materials, care), while keeping the actual text under each section unique per product.
My questions:
- Does Google care if the heading structure is reused at scale?
- Is content uniqueness more important than having different headings?
- Has anyone seen ranking issues from doing this across large catalogs?
Looking for real-world experience rather than theory.
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1 Reply
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Because Google and SEO are systems, it depends on the H2.
Google doesn’t care about duplicated content or that every H2 needs to be unique
The problem is where the H2 repeated across similar products causes cannabalization.
You’re completely free to use the same page templae with the same H2s and copy+paste them out
This has been happening in places like Amazon, Ebay, for eons
>Does Google care if the **heading structure is reused** at scale?
Nope, and there is no “duplicate content penalty” —> everyone who is know to SEO just thinks so
>s **content uniqueness** more important than having different headings?
content “uniqueness” isn’t really thing
>Has anyone seen ranking issues from doing this across large catalogs?
I’ve seen it as an issue in small ones – but as long as it isn’t part of the search topical authority map, you should be fine.
Research:
* How does Google treat duplicate content
* [https://www.youtube.com/watch?v=mQZY7EmjbMA](https://www.youtube.com/watch?v=mQZY7EmjbMA) -
If anything, consistency is better for your own self preservation. Just keep the content unique for each one.
Very little consideration is taken for structure- according to GSC docs, you don’t even get punished for dup headers.
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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
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