Getting found 2 is the inspector. This is the bit automated tools are bad at: what a human actually types.
The Air New Zealand lesson
A builder or a basic SEO plugin files the business as “Airline. Flies domestically. Done.” Google can index that. Real people type Los Angeles, Airpoints, sporting gear in the hold, what happens if the flight is delayed.
Those are jobs, not stuffing. If your site only says “we are a plumber in Auckland”, you have ticked the category. You have not answered “blocked drain on a Sunday”.
What “keyword” means here
- The category — so you exist in the right neighbourhood
- The job — the leak, the wedding, the GST return
- The question — how long, what happens next. Do not invent prices.
Search your own service in Google and read “People also ask”. Write pages that answer those jobs. One H1, one job.