Search engine optimisation has become an art. It’s a balancing trick, to find the content that the visitor wants and what the search engine spider returns. Your site may contain the relevant information but the crawler will ignore it. First the web page should get the visitor interested in its contents. This means all the contents not just the written part.
Problem is that search engine crawlers focus on content and ignore media files. Some web pages have very little text, so search engines ignore them. Some web masters may use ‘black hat’ techniques to tweak a page. But remember search engine keep getting smarter, so you don’t want your page ignored or marked as spam. Some search engine optimisation advice would be to check the credentials of the person or company that is optimising your web page. Check out their credentials, previous customers; also try as informed about SEO issues as you possibly can. The firms that do search engine optimisation using white hat techniques are the ones I would recommend using. As they will know the correct balance required to tweak a web site. Find someone who will leverage your page using the right techniques. Don’t get trapped into short term gains and getting your page marked as spam.