Primary Heading (H1)
The primary heading (H1) of the page (which will be the H1 HTML tag <h1>This is the H1 tag</h1>) should contain the main targeted keyword, it should be very short and be a good description of the page.
Very often it may be just the main keyword by itself, this will depend on the design of the site. Or if it’s a targeting a specific location we would use: keyword+city, st or city, st+keyword
The H1 heading sometimes will be similar to the start of the Title Tag.
Secondary Heading (H2)
The secondary heading(s) (which will ideally be the H2 HTML tag <h2>This is the H2 tag</h2>) can be a longer and more descriptive than the H1. It should contain targeted keywords and any geo targeting or cities/states, etc.