The heading tag is of central importance for search engines. Search engines use heading tags to identify keywords that stand out from the remaining content by their formatting. Usually, a heading briefly states what the subsequent text section is all about. It is therefore highly recommended to use essential keywords already in the heading. The higher the position of a heading on a page, the more important it is. However, you shouldn’t use too many keywords in a heading. The keywords should have a direct relation to the content and fit into a simple sentence structure.