From an intuitive standpoint, if I notice the keyword or title, that's the message!
If I don't notice it (although I obviously see and know it's there), then the keyword is not relative to the question at hand.
I personally don't consider words on a card to be a distraction. If I ask the Universe for a message then pull a card, I trust the Universe will make the message most prominent on the card for me. Sometimes the message is the keyword while other times the message is somewhere in the image or something about the whole card which triggers a memory for me and the memory contains the message.