The Importance of Structuring Your Content
In the past you could put a big block of text, a couple of ugly images, a boring video and you could rank with the proper number of backlinks. It’s still possible nowadays in some niches, but if you really want to make your website rank better and provide a top-notch UX, then you need to take more seriously how you structure your content.
The H-tags are there for a reason: They allow you to structure your content, which helps both readers and search engines (yes, Google) to understand your content better, and therefore, reward you with better rankings.
The use of H-tags becomes especially powerful when you have a content box. If you use WP, then you can install TOC+, which is a plugin which automatically generates a Wikipedia-like content box which displays all of your headings, hence making navigation more practical.
Don’t stuff your headings with your target keyword. You can use it a couple of time in H2s, but if you want to leverage the most power out of it, then you need to use LSI keywords, variations, synonyms and the like.
Finally, you should also look at micro-data structuring. Schema can help you wonders especially if you have a local website. You can display ratings amongst other important data which will boost your CTR from organic searches.