Do you have knowledge of SEO for knowing the reason behind this?

[Frappuccino]

Good evening everyone. There's something about SEO that I'm curious about. I don't quite understand how e-commerce websites can rank at the top on Google for highly competitive keywords simply by adding a visual and a keyword below it without writing any content. I'm not referring to AdWords advertisements here, as I know they can rank high with ads. What I'm curious about is how they achieve high rankings organically. This question may sound funny to some SEO experts, but because I write blogs and have developed a habit of writing long articles to rank high on Google for a keyword, I am genuinely interested in this phenomenon. In short, my question is: how can an e-commerce site rank high for a highly searched and competitive keyword using just a visual and a keyword below it? I would appreciate it if anyone who knows could help me out.