I think what you saw them doing is called back bouncing. It looks like jigging, and I guess it kind of is in a way, but its where you start your bait close to a boat, then with your reel on free spool, you slowly lift your rod, let out a little bit of line, and let the current take your bait a little farther back from the boat each time. The "jigging" is actually the angler feeling his/her lead (or bouncing bettys) hitting the bottom, letting them know that the bait is in the strike zone each bounce. It allows you to slowly work your bait back through a section of water, keeping it right in front of any fish holding in that stretch.
The only thing that many of us have trouble with is being patient enough to let the fish take the bait. You can feel them mouthing it, and you just have to wait, and feed it back to them, and then hit'em!