SEO copywriting is writing web content with both search visibility and the reader in mind.
That means understanding how people search for a subject, what they are trying to find and how a page can answer that need clearly.
Keywords still have a role, but SEO copywriting is not about repeating a phrase a certain number of times.
A good page also needs useful information, logical structure, clear headings, appropriate internal links and writing that makes sense once somebody actually arrives from the search results.
For commercial pages, there is another job too: helping the reader understand what the business offers and whether it is relevant to them.
SEO can bring somebody to a page.
The writing still needs to give them a reason to stay.
For a deeper perspective, read Your content sounds professional. But does anyone understand it? on Insights.