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It sounds like they were simply trying to rank for the keywords, e.g. plumbers in South Yarra. I guess, by having thousands of articles out there, they’re bound to rank highly on some of them where there is low-competition. But, in isolation, it isn’t an effective SEO tactic.

They were better off spending time on keyword research and then strategically chasing a handful of low-competition keywords rather than blanketing all the high-competition stuff.

That said, I am no SEO expert…