Text, images, and media: Today content on websites is not only made for people visiting your website. It is also made to be found in search engines. In order to be found in search engines webmasters redesign and relaunch their websites with new technology and new content. These methods are all part of search engine optimization (SEO for short).
Be found in Search Engines
Search engines like Qwant, Google, Yahoo! or Bing work really similar. They all try to find the appropriate website fitting to the user request in the search engine. There are of course different ways to find that, but the content is most relevant. And even if you say, it might be incoming links (inbound links), consider that just great content will lead to these links.