Use question-form H2s on pages built to answer specific queries, but only if the section answers the question directly in the line right after it. Question headings that mirror how people actually phrase searches help extraction and AI matching, because they pair the query with its answer in one tidy block. Statement headings, by contrast, suit narrative or persuasive pieces where the flow matters more than answer-targeting. The pick is question-form for answer pages, with one firm condition attached.
The reason questions work for visibility is that they mirror the query. When your H2 reads the way a real person would ask, an AI system scanning for the best answer chunk has an easy match between the question it received and the heading on your page. That alignment makes your content a more obvious candidate to lift or cite. The heading is essentially raising its hand and saying this section addresses exactly that question, which is precisely the signal extraction systems are looking for.
The condition is non-negotiable, and it is where most pages go wrong. A question H2 followed by three paragraphs of throat-clearing before the answer appears can perform worse than a plain statement heading, because the extractable answer is buried away from the question that set it up. The value comes from the pairing. Pose the question in the heading, then deliver the direct answer in the very next sentence, before you add context, caveats, or supporting detail.
This also means you should not convert every heading to a question reflexively. Sections that build an argument, walk through a process, or carry a story are better served by statement headings that signal where the narrative is going. Reserve question-form for the headings that map to a real query you intend to answer cleanly, and let the rest stay as statements. How AI systems weight these patterns is still moving, so treat the question-form advantage as current understanding worth re-confirming as behavior shifts.
For your next answer-oriented page, take the two or three H2s that correspond to genuine search queries, rewrite them as the actual question someone would type, and make sure the first sentence beneath each one answers it outright before anything else.