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First, any text in a image (especially images without alt or title attributes) can not be indexed or counted. I believe that the small amount of text in the iframes will similarly not be counted as being in the parent page. That leaves very little to count.

It looks like both tools are ignoring meta tags, probably to reflect that search engines are following a similar trend. This leaves the words you are most likely targeting with counts of 1. If you truely want to get better search results you will need to dump the text images and iframes. Use keyword rich descriptive image attributes, use keyword rich heading tags (<h1> <h2> etc.), and most importantly increase your overall content, again liberally using your chosen keywords. Adding item descriptions as well as a paragraph or two about the primary site theme.