Beware the buzzwords and vague promises, or worse, excuses and stories about how they "almost" helped clients make it to page one.
It's was far too easy to "game the system," putting in a lot of buzzwords that have very little to do with the actual subject.
Learn about the features available and familiarize yourself with the meanings of related buzzwords.
Don't put in too many industry buzzwords unless you're writing to a co-worker who knows the lingo.
Are there certain expressions or buzzwords that are popular?