I did a search for a key search term for us and noticed a strange link located at the end of the top 10. It was a site from another town with a page for our town. I went to the page and there were 7 linked keyword filled paragraphs all going to the same website. I researched it some more and found it is a page from an outside competitor trying to get into this market (area/location) It is quite clear this is trying to "trick" the search engines. I was going to email Google but decided not to, It doesn't feel right reporting bad things my competition is doing. What is proper in this situation?
If you would like the link to see pmb me and I will send to you.