The belief here is that the keywords you use in H2-H6 subheadings are more heavily weighted in Google’s algorithm than words in plain text and that tags are therefore a ranking factor of their own.

The use of headings for ranking better on search engines has a long history. It’s one of the earliest known Google ranking factors. Because search engines algorithms evolve, it’s important to ...

Martin Splitt from Google seemed almost upset by advice he saw someone was given around how to use HTML headings or Hx tags on a page. An SEO was told to use H3 tags for level-2 subheading. So what ...