Use exactly one H1 heading per page
Your page has either no H1 or several. Machines treat the H1 as the page’s topic sentence - the one statement of what this page is about. Zero H1s means no statement; multiple H1s means competing statements that dilute each other.
What should the H1 say?
The page’s subject, in the words your audience uses, once. It should agree with (but need not duplicate) your title tag. “Emergency plumbing in Austin” is an H1; “Welcome” is not. On articles, the H1 is the headline; on service pages, the service; on the homepage, the clearest statement of what the business does.
Where do multiple H1s come from?
Usually the theme, not the author: logos wrapped in <h1> on every page, section builders that emit an H1 per block, or a template that renders both a site title and a page title as H1. View your page source and search for <h1 to find each instance.
How do you fix it?
Keep the most page-specific H1 and demote the rest to <h2> (or, for a logo, a styled <div> or <p> - screen readers and crawlers don’t need your logo to be a heading). If you have no H1, promote your page’s visible headline to one. Styling is independent of the tag, so this changes markup, not design.
Then rescan - exactly one H1 earns full points; multiple H1s earn partial credit. Heading problems cluster, so check your heading hierarchy in the same pass.
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