Well, Bakers Waste Services are now 6th in Google's natural search results for the term "skip hire leicester". Three cheers all round - well nearly.
The problem is that while 6th position is normally page one rankings, in this case Google's local search pushes 6th position onto the second page! So, the quest now is to improve Bakers Waste Services' local search rankings.
However, what this experiment does seem to indicate is that things such as page rank, number of inbound links, etc, are not necessarily the key to good rankings. Rather, in this instance it would seem that good, relevant content is the key to success.