Ah yes, the home contracting industry is ripe for SEO due to so many long tail keywords. A project I'm not proud of managed to get 100M pages indexed (about 1% of Google at the time), all related to home contracting services. This was done with a combination of using mod_rewrite to manufacture unique URLs, creating a CMS platform, hiring students to write content, using natural linking algorithms, and some software to automate creating unique inbound links from wikis/blogs to deep URLs. Sad to see the same kind of thing can be done today. I regret not putting that effort towards something more productive, but when you're in advertising, the race to the bottom can be tempting.