In terms of where the law is heading, my personal preference is for the common law of defamation to require knowledge of particular words for publication. (slaw.ca)
Search engines are constantly crawling sites, comparing information to determine the best results to return to users searching for particular words and terms. (realtormag.realtor.org)
What those words are does not matter, but choosing particular words and using them consistently is important. (daddilife.com)