When Google looks at your webpage, they are trying to determine how relevant your site is for specific search terms. One way they do that is by looking at your headlines and subheadlines. 

One websites these are usually in <h1>, <h2> or <h3> tags. In the page editor in the back-end of your site it may list these as: Heading 1, Heading 2, Heading 3. Google is looking for clues as to what’s the most important content on your site, and if something is shown with large font at the top of a paragraph it’s likely to be important.

Say you’re a local book store and the headlines of your site say something like:

Knowledgeable Staff, Great Selection

That might be a true statement and you may want your potential customers to know that your staff is great, but it doesn’t help Google determine what kind of business you are. A better headline might be:

Our Knowedgeable Staff Will Help You Find the Perfect Book

Take a moment today to look through your site and see if your headlines match your industry and terms that your potential clients may be searching for.