I expect they've probably got a tonne of backlinks too if they're doing so well, it certainly won't be the footer links that are doing it. Is there much competition for them in those areas? I found out a long time ago that whilst we're based in Ringwood and service clients from Southampton and Bournemouth a lot, the keywords SEO Southampton and SEO Bournemouth were pretty much useless. Instead, searchers were more likely to use SEO Company Southampton, or SEO Services Bournemouth, and other modifiers/qualifiers. Then we knocked that on the head too, and just went for SEO Company, with no location suffix. That's getting us far more leads. Being online, why restrict yourself to your area or even your country 
Anyway, my point is, I'm guessing that the competition for those keywords they're ranking for is lower than you think as most SEO's wouldn't bother with just SEO <location>as it's hardly worth it. That might explain their rankings... along with the fact they've probably got some good domain authority, etc... from a lot of backlinks.</location>

