SEO

Get More Trades Customers from Google: Secondary Keywords That Actually Work

Andrew Norman

Andrew Norman

— 4 min read

You're a plumber, electrician, or HVAC engineer. You've got a website. You're trying to show up on Google when someone needs your services. But here's the problem: you're only targeting one way people search for what you do.

If you're a plumber only optimising for "plumber Southampton", you're missing out on customers searching for "burst pipe repair Southampton", "emergency leak fix", or "boiler installation near me". That's where secondary keywords come in.

What Are Secondary Keywords?

Secondary keywords are simply the other ways your customers describe the problem you solve or the service you provide. They're related search terms that support your main keyword.

Let's say your main keyword is "electrician Portsmouth". Your secondary keywords might be:

  • Rewiring services Portsmouth
  • Electrical fault finding
  • Consumer unit replacement
  • Emergency electrician near me
  • PAT testing Portsmouth

These aren't complicated SEO terms. They're just the actual phrases your customers type into Google when they need help.

Why Secondary Keywords Matter for Trades Businesses

People don't all search the same way. Some search for the trade ("plumber"), others search for the specific service ("boiler repair"), and some describe their problem ("radiator not heating up").

If you only target one phrase, you're leaving money on the table. Here's the reality: a single service page that targets multiple related keywords will bring in more leads than a page targeting just one.

For local trades businesses especially, secondary keywords help you:

  • Capture emergency work ("emergency plumber" vs "plumber")
  • Attract specific job types ("combi boiler installation" vs general "plumber")
  • Match how people actually talk ("spark" or "electrician" or "rewiring specialist")
  • Rank for problem-based searches ("toilet won't flush" not just "plumber")

How to Find Secondary Keywords (Without Paying for Tools)

Forget expensive SEO software. You can find perfectly good secondary keywords in about 20 minutes using free methods.

Google Autocomplete

Start typing your service into Google and see what it suggests. Type "plumber" and Google shows you what real people are searching for: "plumber near me", "plumber emergency", "plumber cost". Those are your secondary keywords.

Do this for each service you offer. Type "boiler repair" and you'll get "boiler repair cost", "boiler repair near me", "boiler repair or replace".

People Also Ask

Search for your main keyword and scroll to the "People also ask" box. These questions are gold. They show you exactly what your customers want to know.

For "electrician London" you might see:

  • How much does an electrician cost per hour?
  • Do I need an electrician to install a light fitting?
  • What does a Part P electrician do?

Each question is content you should have on your website, using those exact phrases.

Your Competitors' Websites

Look at the websites of trades businesses ranking well in your area. What services do they list? What words do they use? You're not copying them—you're seeing what Google already rewards.

Scroll to the bottom of Google's search results. You'll see "Searches related to [your keyword]". These are variations Google knows people search for. Write them down.

Where to Actually Use Secondary Keywords

Finding keywords is pointless if you don't use them properly. Here's where they go.

Service Pages

Each service you offer should have its own page. Don't lump everything together. Your "Boiler Services" page should naturally include secondary keywords like:

  • Boiler installation
  • Boiler repair
  • Boiler servicing
  • Annual boiler check
  • Combi boiler fitting

Use them in your headings, in the body text, and in descriptions of what you do. Keep it natural—write for humans, not robots.

FAQs

The questions from "People also ask" become your FAQ section. Answer them directly, using the question as your heading.

"How much does emergency plumber callout cost?" becomes a heading, followed by your honest answer. You've just targeted another secondary keyword and helped a potential customer.

Blog Posts

Write about the problems you solve. If you're an HVAC engineer, write "Why Is My Radiator Cold at the Bottom?" or "How Often Should You Service Your Boiler?". These problem-based posts capture people at the research stage.

Meta Descriptions

That little snippet under your page title in Google results? Use a secondary keyword there. "Emergency plumber in Bristol. Fast response to burst pipes, leaks, and boiler breakdowns. Available 24/7."

Real Example: London Plumber Targeting Boiler Installation

Let's say you're a London plumber wanting to rank for boiler installation work. Here's how you'd use secondary keywords:

Main keyword: Boiler installation London

Secondary keywords:

  • Combi boiler installation
  • New boiler cost
  • Boiler replacement London
  • Gas Safe boiler fitting
  • Worcester Bosch installer

Your service page would include:

  • H1: Boiler Installation London
  • H2: Professional Combi Boiler Installation
  • H2: How Much Does a New Boiler Cost?
  • H2: Worcester Bosch Accredited Installer
  • Body text naturally mentioning "boiler replacement", "Gas Safe registered", and specific boiler types

Supporting content:

  • Blog: "Combi vs System Boiler: Which Should You Choose?"
  • FAQ: "How long does a boiler installation take?"
  • FAQ: "Do I need to replace my boiler or can it be repaired?"

This approach targets one main service but captures customers searching in five or six different ways. More visibility, more leads.

Keep It Natural

The biggest mistake trades businesses make is stuffing keywords everywhere until the copy reads like a robot wrote it. Don't do that.

Write for your customers. Explain what you do, how you do it, and why they should choose you. Use the terms they use. If customers call it a "spark", mention you're a spark. If they search for "leak fix", use that phrase.

Google's smart enough to understand related terms. You don't need to repeat "emergency plumber" 47 times. Say it once in a heading, mention "emergency callout", "urgent plumbing repairs", and "24-hour service" elsewhere. Job done.

Start Simple

Don't overthink this. Pick your most important service. Find five secondary keywords using the free methods above. Update your service page to include them naturally. See what happens.

Then do it again for your next service.

That's how you get more customers from Google without needing an SEO agency or expensive tools. Just understanding how your customers actually search, and making sure you're there when they do.

Want a simple checklist for getting your trades website right? Download our free On-Page SEO Checklist for Trades Websites, or book a free 15-minute website audit with our team at Antek Automation. We'll tell you exactly what's holding your site back.

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