Question-form H2 vs marketing heading — the extractor only trusts one

Question-form H2 vs marketing heading — the extractor only trusts one

08:50 UTC — Heard from a team that lifted snippet wins just by rewriting headings, no body changes.

The tradeoff brands hate:

— Marketing heading ('Pricing, simplified') reads nice, gives the extractor no query match.
— Literal question heading ('How much does X cost?') maps one-to-one to the searched query and sits right above the answer.

The move we keep seeing — H2 mirrors the exact query string, answer in the first 45 words below it. Ugly to a brand designer, catnip to the box. Reportedly the clever, abstracted headings are the single most common self-inflicted snippet loss. Match the query verbatim; save the wordplay for the H1. Watching this.