How does one page without any copy get to the top of a search ranking?

I just did a search for "Boise Investments" and what came up after the local results was the site,  The site is just an image without any real text.  I have a good understanding of basic seo but does anybody have an idea how a site gets to the top of a general search term in a semi major populated area without any content.  
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Scott Fell, EE MVEDeveloper & EE ModeratorAsked:
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Jeffrey Dake Senior Director of TechnologyCommented:
The fact that both Boise and Investment are in the title of the page along with the Domain itself having the word investments in it is why I think  this site is ranking high for that particular query.  The domain name itself for a site can play a strong role in how a site gets index.  It also doesn't hurt that the alt tag on the image also has both key words in it.  I doubt you would ever get this site to return for any other combination of words though.
Scott Fell, EE MVEDeveloper & EE ModeratorAuthor Commented:
Thanks.  I see it is the name that is both in the title and alt tag.  Maybe that space is not as crowed as I thought.  But it seems odd that a site with nothing but an image would out rank sites with a similar subject in the same metro area with much more real content.
A couple of other ranking factors that could affect positively a site without much content -
1. If there are links from other websites to this website (backlinks), that will help its ranking.
2. The age of the website/domain name may help, although that ranking factor is decreasing in importance over time for both Google and Bing.
Scott Fell, EE MVEDeveloper & EE ModeratorAuthor Commented:
I fully understand all the white hat factors.  

I don't see any backlinks by googleing and googleing just "" comes up with just a few actual sites.  

Maybe it is just not that great of a keyphrase.

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