Perhaps the most important but at the same time most difficult task of a copywriter, is to convey the tone-of-voice of an organization in the texts. After all, every organization has its own tone-of-voice. Yours too. It has crept in either consciously or unconsciously. The tone-of-voice is so important because it reflects the recognition and identity of an organization. By always using the same tone-of-voice in all communicative utterances, the reader is more likely to feel connected to the brand.
Returning the tone-of-voice is essential for good SEO copy. So first determine what the tone-of-voice will be. For example, do you prefer formal or informal. Only then start working on your SEO copy. That way, you can still address your potential clients in your own style of writing, but at the same time, you will respond to texts that score well.