There are different flavors of EV being talked about here.
The EV of a specific decision is based on our equity (both showdown and fold equity). So in order to have the most EV, we need more equity. By including bluffs in our range, our equity will be lower, so our decision level EV will be less.
DecisionEV = ($pot x foldfreq) + ($wonSD x %Equity) - ($lostSD x (1-%equity))
When we talk about ranges and frequencies, we are now talking about a strategy EV. A bluffing range serves to increase our frequencies of a bet/raise/call, which reduces the very negative EV of the folds. Our image and long game strategies are harder to put into numbers, but it might look like this:
StrategyEV = (%FreqCalls x EVcalls) + (%FreqBetsRaises x EVbetraise) - (%freqfold x EVFold)
Obviously these 3 frequencies must add up to 100%.
Most EV calculations assess the merits of our current action, rather than a complete strategy. If you are to try and use EV on a strategy, I recommend that for these EV numbers you should use the entire impact on your stack so that the negative results of overfolding will be properly included.
Good luck and God bless.