Well i thought that the "relevance" and easy user experience was the key to great seo, but that is not the case anymore. Websites with nonsense content full of unreadable content due to high density keywords, are ranking higher now that nice and well build websites. In my competition case, they are ranked very well. I don`t know how much work they get, but they are high there
Home Page
"Carpet cleaning is great because carpet cleaning is what local people want. Carpet cleaning from us is eco friendly. We are great at carpet cleaning. Do you need carpet cleaning? Hire our carpet cleaning team"
At the bottom on the home page
[carpet cleaning, carpet cleaning, carpet cleaning ............................................................................................................. 500 times]
Google has never penalise them. 3 years on they still rank well
Carpet Cleaning Dublin