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-H1, H2, H3 Tags hierarchy for page structure (is a page's content easy to follow) -Content following the H1, 2, 3… Tags (must be relevant). There are many unreliable black hat SEO companies out there, you must be tough when deciding who to work with in order to avoid the Google black list or losing money on less than desirable results. It allows the search engines more efficiency in figuring out where all your pages are and leads to more of them being indexed (included) in the search engine results.