Use the Google keyword tool and type in the name of your product or service. For example, if you are a plumber, type in "Plumber". Google will then list all of the words (aka keywords) that people type in to find a service like yours. You might see common variations like "Plumbing Expert", "Plumber Services" or "Pipe Plumber".
Do not ignore an out of service toilet if you have a business as if this problem persist you may end up moving your business at a different place. Such out of service look unprofessional and sloppy at the same time. This may really affect your business.
Some water line repair valves do not take washers and therefore you cannot repair them. If you have a washerless shut-off valve that leaks it will need to be replaced. You will need: a propane torch, solder, flux, sandcloth, a wire fitting brush, a small section of copper pipe (most likely 3/4" I.D.), a slip coupling (again probably 3/4") and a shut-off valve. I would highly recommend installing a ball valve with a drain on it as opposed to a washer style valve. If you purchase a decent quality ball valve it will last a very long time.
Ask for written quotes and compare the quality of their services and rates. Lower rates are not always the better choice. Sometimes, those plumbers who offer lower rates provide low quality services and materials, too. Written quotes are also important to give you an idea of what the Trustworthy plumber are going to do and how much are you going to pay for those services.
This all sounds good, but what about keywords. Keywords are important, but what's more important is to understand why. In the case of a Local plumber they might want to perform well in the search engines as a local plumber. If a Plumber creates high quality content talking about the plumbing jobs done in the local area, or creates a post on the company blog about the services they can do in the local area, guess what, keyword targeting done.
The first step is to avoid anyone who knocks your door offering to do work for you. This is not how professional organisations tend to court businesses and, in most cases, the better professionals will have plenty of work to keep them going without the need to door-to-door.
You found this opportunity online right? Do you think this opportunity is in the phone book? Heck no. Same as a competitor in business in a small town. If someone is searching for a plumber in ABC town and they find a plumber with a nice site in Google with details on services, maybe incentives as opposed to a link to an address and phone number who are they going to call. Obviously the one with the site that they found. It is your duty to keep that business in business.