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I've found several good quality, high ranking pages with excellent content, 500 to 1000 words. These pages are made by people who obviously know what they're doing. These pages only have one headline the h1 at the top of the page. Some of the sites use CSS div boxes and other things to make text look like a heading but do not have h2 or h3 tags or bigger font size. Could it be that a single headline tells Google that this page is about a single topic and that several sub headings muddy the water and so reduce page rank. Do multiple headings or subheadings affect page rank or is it just a personal style choice?

I want to help people who give testimonials by writing an article about their business including a good quality link. This will be on the site that received the testimonial, possibly linked from an our customers page. I want to make each customer profile testimonial into a separate page. I don’t want to compete with the customer who gives the testimonial for their keyword phrase but I do want to boost their page rank if possible. What would be the best formula for title tag, headline and linking keywords etc?