HTML headings are among the most important search engine optimization elements on a page. An H1 heading is the main headline, which Google often uses instead of the title tag to create an organic ...

HTML headings such as H2 and H3 are powerful ranking signals to search engines. Their importance is increasing because Google’s featured snippet algorithm looks for sections of a page to answer a ...

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.