Well under "how it works" all they say is they submit a sitemap to Search engines. WOW sign me up (sarcasm).
Anyone can do that (and should). Just sign up to Google webmaster tools for your domain and then go to somewhere like here: www.xml-sitemaps.com
and create your sitemap. then you upload to the root of your site. Tell Google about it in Webmaster tools and your done. Also you can add a line in your robots.txt to point them to the sitemap. You can do this with Bing and Yahoo also (granted not as easy to find where).
The next question is how much does that really help you....
For the local part they just say they get you into the top 7 within 60 days and don't tell anything else so who knows...but sounds like to me everything else out there.