Include Meta tags into the HTML as well, Meta tags are things that the search engine can use, let's take airliners.net. The meta tags could be "pictures - aircraft - aeroplane - photo - airline - cockpit views" etc etc.
Basically it helps a search engine locate your site by typing in "abnormal" words etc that can be associated with your site, so it doesn't just look at the domain name.
As for the HTML coding for this, well I can't remember, but I'm sure if you google it you will get some answers
Dean