The words are important too. You want to enticing the surfer to click on your link and help the search engine properly list you and the relevance of the information. Keep in mind that not all search engines work the same and each generates different results. Each search engine has its own strengths and weaknesses. Some only use your META TAGS, some only use the actual text on your site, some use a combination of the two, some are done automatically, via a computerized process or spider with zero human interaction, others are only done manually, by a person at a computer entering each listing one at a time.
Search engines are nothing more than a directory.
You will never be at the top every time and if you are, it won't last long. Yes, search engines do localize, but guess who else is going to be in that same spot, your competition next door or just up the road. Also, the search engines are typically automated and there's no one you can contact to modify your listing. Typos, incorrect listings and other problems are often difficult to resolve. So it's not wise to experiment with words that maybe misleading.