Humans like direct and perhaps intriguing message. Think of IBM's "Think".    Search engines need it spelled out, really really spelled out, said multiple times in many ways so that when you really really spell it out and say it many ways there is a chance that in the many ways you spell it out that the many spelling outs might get the search engines conclusion that you might perhaps be talking about the thing you spelled out so clearly in so many places.  

Need I spell it out further?