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Scott FellFlag for United States of America

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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, cameroninvestments.net.  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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Jeffrey Dake
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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.
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I fully understand all the white hat factors.  

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

Maybe it is just not that great of a keyphrase.

Thanks