I don't know how they did it exactly but their site will rank very well.
One thing is that the words "lawn care" appear 42 times on their home page. They also have 7 high ranking sites linking in to them according to Alexa.
Lucky? NO! They worked at it or had someone work on the SEO for them.
These are their key words. Not very many.
"Lawn Care, Lawn Care Services, Care lawn services, care lawn, lawn fertilization"
Between the Comma is a key word and it can be made up of more than one word.
It is what I have been saying..... Content is KEY!
Google, Yahoo and Bing etc. are in the business of serving up information. Since they can not determine what is in a photo or any animation they key off of the text on the page. Text is information and that is what they serve. If all the search engine served up was photos you would switch to another search engine.
Here is a rule to follow when building a web site.... Build first for your customer and second for SEO. After all if all you build for is SEO that would be one UGLY web site. But when building for your customer you also need to keep in mind your seo when writing. Also use conversational writing as it is easier for your customer to understand and Google likes it.
What I have found works the best for Service companies is information and photos. Your customer is looking for information. People are hungry for info but they don't want to have to work hard to get it. Can't get that well from photos. Secondly they want to see before and after photos of your work. If you can incorporate these together the better you are for for your customer and search engines.
Can you beat them..... You sure can, with Google anything is possible. The reason they have multiple pages showing up on the results is that their individual pages are deemed more relevant than others in the area for the key words searched. But also like I have said before, there is no guarantee with Google either.
If someone was to start a SEO campaign for lawn care, I would start no later than January so by March you are already 3 months into the campaign and when customers search, your rankings have already climbed.
By the way I have 4 pages for my site coming up in the results also.
and if you hit the + under the 5th entry you get 5 more pages.
The thing with having multiple pages appear is that leaves no room for your competition. Hell I have been consistently beating sites like Service Magic and Yellow Pages.
Google not only ranks a site but it also ranks individual web pages.