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.

HTML tags are the backbone of SEO that’s overlooked by many digital marketing professionals. These simple code elements tell search engines exactly what your webpage is about and how to interpret it.

Google’s John Mueller discussed heading elements with a member of the SEO community where he affirmed the usefulness of using hierarchical structure when using heading elements. “h1–h6 elements have a ...