So .. seo for the products and categories isnt really useful to me.
I want to prioritise the EZ pages as I have a lot of quality SEO text in there targeting keywords.
In that case, yes, write good content for the ez-pages ("other main content areas").
I doubt it will make any difference to Google, but if you really want to change the top left sidebox heading to an <h2>, edit /includes/templates/your_template/common/tpl_box_default_left.php. Change
PHP Code:
<h3 class="leftBoxHeading" id="<?php echo str_replace('_', '-', $box_id) . 'Heading'; ?>"><?php echo $title; ?></h3>
to
PHP Code:
<?php $heading_tag = ($box_id == 'your_top_left_box')? 'h2': 'h3'; ?>
<<?php echo $heading_tag ?> class="leftBoxHeading" id="<?php echo str_replace('_', '-', $box_id) . 'Heading'; ?>"><?php echo $title; ?></<?php echo $heading_tag ?>>
Change your_top_left_box to whatever the id of that box is for you.
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