If you want your website to rank well and stay penalty-free, building new links is not enough. You need to take care of your backlink profile and disavow all the spammy links. There arean infinite number of places you could conceivably build backlinks for your website, and the vastness of the task can be paralyzing. But you have to start Google optimization some where. The more popular and important a site is, the more links from that site matter. A site like Wikipedia has thousands of diverse sites linking to it, which means it's probably a popular and important site. Whether you run your business online or not you probably already realize how important it is to advertise but if you are running your business online you should understand there is a great deal of free advertising available in the form of optimal search engine rankings. While you should not hide your heading tag in an image, you should still give search engines more opportunities to link to your website by adding keywords in the image alt text and file name.