Each page, every blog post, should help strengthen those key messages.
When we stop thinking about SEO in terms of its technical aspects, and instead see it as a form of communicating and interacting, it becomes both easier to understand, and perhaps more importantly we can start to slot it in with the rest of our business plans.
Almost everything we do in every aspect of our lives (including work!) is about the interplay between people. If we can find a way to see more of the processes we invest our energy and time in in those terms, then a cohesive model starts to emerge.