A well-crafted story is like heroin for the soul
Copy writing for SEO is a great thing and helps algorithms signpost your content on search engines, but it doesn’t retain viewers or keep them returning, only content that entertains and informs (and hopefully does both) does that.
Of course, what you write and how you write it depends on the people reading your content. Understanding your audience and who you want your audience to be and setting your volume accordingly will tweak the demographics you want to talk to.
Online and offline, digital and print, need the same skills when it comes to copy writing. Words need to be chosen carefully, as do entertaining similes and metaphors which paint pictures in the minds of your audience. Get them to laugh, or cry, or both and they will return because the human soul desires an emotional drip.