What do the evaluation committee look in SoP?

What do the evaluation committee look in SoP? Anything in particular for ASU?
Also, I have an average profile. 310 GRE, 80% in undergrad, 9 months cumulative internship in 3 companies and 2 years of job experience as a software engineer. I believe my profile isn’t good enough for ASU after surfing people who got an admit for MS in CS (Non-thesis). Is there anyway I can boost my profile? I am targeting for Fall 2020.