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Jayvee Fernandez, another speaker, discussed about effective web copywriting. He said that a good copy has a good sense of rhythm. Learning to be a creative writer is not easy, you have to have rhythm. Simple, good headlines, not using unnecessary words are the basic of good copywriting.
To develop rhythm, read your article or your work out loud, read lots of books, and believe it or not, learn to dance/sing.
When writing for SEO, according to Jayvee, be more creative rather than putting too much keyword in your article, because being creative will make your reader come back.