Unintentional SEO

I always find it a pleasant surprise when looking at the logs of the latest visitors to our sites and I find that someone has found the site for a keyword completely unintentionally. I was looking through the logs for www.finditinsandwell.co.uk
the other day and found that, although it has only been around for less than a month, it is now ranking in positions 4 and 5 in Google for "SEO Sandwell". I, personally have not tried to make this happen as the site is purely a business to business directory for our local area and the budget that our client gave us did not include any time for SEO (I also expected it to get really high naturaly anyway because of the ease in getting links to the free services that it offers local businesses on the site). So why did it rank so high for SEO? Well, the site gives suppliers the opportunity to add services that they offer to the site and it dynamically generates those pages with an individual minisite for that business. A lot of the earlier takers to the site have been web companies seeing the opportunity to get a decent amount of text on a future high ranking site for free (although we aren't allowing links as we need to track referalls through the site for our client). Obviously these SEO companies know the importance of getting their keywords into the text and so lo and behold, our site is now 3 and 4 for SEO Sandwell after just 3 weeks. Not bad really!