Seo Copywriting = marketing + technical
I very much like your phrase, "HTML and words that sell!" because it quite concisely summarizes how your web pages have to be 1 part technical and one part marketing. On the one hand, you need to have plain English web pages that your visitors can understand but at the same time make sure that your web page is optimized in terms of having your keyword appear sufficiently and in all of the right places.
The cool thing is that there is software now that makes creating "search engine optimized" web pages pretty easy; you don't have to be technical and just use a wizard to make sure that your keyword is included in the title, description, keyword and other tags it needs to be. After that, you can simply write your page and the software will tell you what corrections to make.
I think it is very important to keep focused on making your web pages as readable as possible! What I mean by this is that sometimes, in an effort to use a specific keyword - e.g. "why addidas" -, a person will create a web page that tries to use that phrase in all kinds of variations that don't make grammatical sense and severely break the flow of the reader. I think even the best seo copy writers fall prey to this!
I guess the two paths to search engine optimization stardom are to either use a software tool and be religious about it, or just simply write good content and then optimize it as best as possible. In the first case, you are keeping all of the rules of search engine optimization in mind as you write whereas in the second - for instance, popular bloggers and most popular sites, in fact - you are simply creating good content that your readers will enjoy.
At the end of the day, it is like you say: CONTENT IS KING! As long as you keep on writing, Google will keep on ranking you and people will keep returning to read what you have written. Hopefully, what you are wanting is that the snowball effect kicks in with the help of other search engine optimization tricks like link sharing and posting articles. Thank you for such an informative synopsis of the process and for taking such pains to elaborate everything in such great detail.