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.
In the early 2000s, heading elements (H1, H2, H3) were actual ranking factors. It was mandatory to add your keywords in the headings if you wanted to rank. But that’s not been the case for many years.
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