Looks like the SEO score could be improved by following the suggestions they offer. W3c validation errorrs and warnings, and something about not titled photos on the site.
Bring that score up and you bring many more visitors to the site. Having said that, I know NOTHING about websites or search engine optimization. I am just looking at the logic behind the reason they weight the SEO score so heavily compared to the other scores?
I wonder if Icmag has a statscrop page?
If they have better scores you just have to copy what they are doing...Bing!