If you use a lot of industry terms in your content, you are not getting found. One of the reasons people chose to do business with you is because they think you are like them. If you have too much sales-speak or too much “inside baseball” content on your site, people (regular Joe consumer) isn’t going to be able to relate to you. Instead, make sure your website content speaks to most of your readers. You know, the people who CAN’T do what you do but who are looking to hire you! Use their terms in your content, not yours!