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Hi Tom, Great question! Maybe if you see the Hs as what they are. I mean, like newspapers titles (heads). The purpose of the Hs is to give a clear clue about the content that follows. If you set a head with no further content, it is not a good UX. Also the algorithms of the search engines might qualify the page as "thin content", which will not help for getting a good PA at all. H1: Christmas 2017 Content: Santa is travelling all over the world... H2: Santa visited Australia Content: One of his first visits this year... H3: Kids were atonished Content: Santa brought amazing presents... Good luck and Merry Christmas! Mª Verónica