I need to write an SEO service page for a company website. Our SEO person has given the following keywords to be included in the H1 of a web page.

Search Engine Optimization Services, SEO Services Company - This is already taking up 58 characters out of the ideal length of 70 characters of a H1 title.

My questions are - 1. When creating a web page in 2020, how much do keywords matter in the headline of the page?

2. Does it mean that as a writer I can never use creative headlines to describe a service because if my keywords are 45 characters plus it doesn't leave with much room for a creative headline (considering the 70 character limit)