Whenever possible, you should save your images, media, and web pages with the keywords in the file names. For example, if your keyword phrase is "golf putters" you'll want to save the images used on that page as golf-putters-01.jpg or golf_putters_01.jpg (either will work). It's not confirmed, but many SEO's have experienced improvement in ranking by renaming images and media. You also may receive visits from Google Images and other media search queries.
More important is your web page's filename, since many search engines now allow users to query using "inurl:" searches. For fun, try this query in Google (copy/paste): "ebook site:.com filetype:pdf". You'll find all you can eat eBooks (you're welcome).
Your filename for the golf putters page could be golf-putters.html or golf_putters.html. Anytime there is an opportunity to display or present content, do your best to insure the content has the keywords in the filename (as well as a Title or ALT attribute).
You may need to contact your IT department or webmaster to rewrite your page URLs if your website platform is non-accommodating to custom URL nomenclature.
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