Headlines of the page not only structures the page content but makes it makes it easy to read. But along with that it should be properly used for SEO reasons also. Search engines tend to give headlines given in between header tags h1,h2,h3,h4 and h5 more relevancy. h1 is the most relevant headline.
Just like the headlines also other text decorations can help search engines identify the most important party of your website. Use strong and em to mark some text where its necessary and also try to create some lists with ul or ol.
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