The visual appeal of a website is always important to draw attention to your business.
However, don’t neglect the written word that accompanies the visuals. The search engines review the written word to decide good, better or best, relative to SEO placement. Sometimes the simplest change (“auto insurance” to “car insurance” or vice versa) can make big changes.
Is one term right and the other one wrong? Well, that depends other search factors, such as geography.
The bottom line is the SEO world is an evolving ever changing world. Don’t let your site stay static.