I was talking to this guy I met at a conference sometime back and gave him my business card. He was smiling when he read the tag line on the card - "SEO Expert".
I had the card printed just for fun when I received a free offer from Vistaprint. I never realised that they would be so professional looking and they were really useful when attending blogger meets and conferences. I am down to less than 50 cards now.
Anyway, the guy was telling me that unlike the Americans, people here in the UK might perceive the words to be a bit puffed-up or boastful. He suggested that I used the words "SEO Specialist UK" which means the same thing but somehow sounds more acceptable.
I guess this illustrates the importance of language and of course the differences in culture.