I recently googled "rubbish removal mysuburb" and found a pretty good looking website. Let's say it was myrubbishremoval.com/mysuburb. The page text repeatedly

I recently googled "rubbish removal mysuburb" and found a pretty good looking website. Let's say it was myrubbishremoval.com/mysuburb. The page text repeatedly named the suburb. It turns out they appear to have a folder for basically every suburb in the country, thousands of subdirectories yielding the same looking page with that suburb name inserted into the text, making them look local no matter where you are. I can similarly find this with many other industries. This sort of thing twenty years ago was a huge no no. Google talked about detecting mostly duplicate text and would bury you for it. Like a very basic rule was that if two pages were mostly the same only one would really rank. Nowadays the "lead funnel" is an entire industry on websites following this pattern, and it clearly works.