== BEANS == 
 The basic idea is to exploit the way that google views identical pages (it collapses the data so it only sees one page, plus some location data and remembers all the links to one page). If you can persuade google that your page is the "master version" of two identical pages (a 301 hijack) then you can change it thereafter and "steal" the importance of the page you have "hijacked". Having the WP page linking to your page but your own page self linking is a way of making your page look like the master copy... but you have to do other things. It looks like they succeeded with the NL page and were using that redirect to try to get the UK one.