Words your customers use
Keywords are simply the phrases people type. “Plumber Potchefstroom” beats “water solutions” because it's what customers actually search.
Write the plain phrases your customers type — not the clever industry jargon you'd use internally.
Match intent, not just words
Someone searching “how to unblock a drain” wants advice; “emergency plumber” wants to call now. Write pages that match what they're trying to do.
No — one wants advice and one wants to call now. Build a separate page for each intent so it matches what they're trying to do.