It is well known that all text has to have an internal unit and a common thread that shapes everything, and exactly the same thing happens in writing on the Internet .

Given this fact, we must ask ourselves a question: what is the ideal structure of a text?

And what is also important, what are the steps that we must take in our creative process?

Needless to say (obviously) that the subject is fundamental and here I lean a bit on content marketing to ensure, without a doubt, that variety and freshness are key when writing on the Internet.

But just as important as variety and freshness is that the texts we write are aligned with our philosophy and our offer as professionals or as a company.

For example, if we are an e-commerce, talking about the political situation of a specific country does not make any sense as it is not focused on the audience nor is it the “core” theme that I want to show.


In Social Media there is a fact as common as it is overwhelming, which is that most decisions are made by the eyes.

Yes, there are many things that enter our eyes but here we are faced with the aggravation of time, or in other words, time plays against us.

When you look for a source of information on the Internet, you don’t spend hours deciding whether or not to read a post, right?

The decision is immediate and depends on whether in the second one, you find that business card of the text that is the title attractive.

But the title is not only important to help the reader, but also to strengthen the positioning of a content and that is, crawling robots take this element into account when confirming that a content is true.

If the title follows a semantic agreement with the body of the content and with other factors such as the information in the meta description, the credibility premise that Google marks will be saved and with it, this content will not be classified as low quality with a bad positioning.

Obviously, this alone is not guaranteed to appear among the first organic results of a search, but it is at least guaranteed to continue in the battle to achieve it.

Here are some tips with what a good title should include:

Add as much information as possible

Just by reading it the user should be perfectly situated of what awaits him.

If we are going to talk exclusively about “how LinkedIn works,” a title like “complete guide to using all social networks” will not be worth it.

The title must be exact and brief

The ideal measure in a title is up to 80 characters however, try not to use more than 70, because in reality the length is not measured by characters but by pixels.

If we use capital letters or especially wide typographic characters type “m”, the space in pixels occupied is greater than that of an “l” for example.

This as for the H1, in the case of the SEO title I recommend you not to exceed 60 characters by much, although more are allowed.

Include the keyword

Specifically, keywords helps us position that text or that publication.

Yes, SEO is also very important in writing on the Internet and its practice in titles can be of great help.

The body

Tthe body must be perfectly structured to allow and facilitate reading for our receptors but, at this point, we must not only talk about structure but we must also consider other important aspects.

The extension of the text that we are going to create is something that we must be very clear about.

And it is that, it will not be the same if we write an informative article than if we write a didactic article, for example a guide.

And it will not be the same if we write a whitepaper than if we write a micro- content for RRSS, but I go further, because even within micro-content it will not be the same to write a post on Facebook than to do it on Twitter.

The weight of the idiosyncrasy of each of these social networks makes it self-assert that the content cannot be exactly the same and, of course, cannot be presented in the same way.

We must be clear that a post of 300 words can be a jewel of writing but it will hardly be able to position itself or to stand out among the multitude of publications that exist out there.

A text needs a minimum development to explain the concepts and the theme that it has as its essence and that development implies extension, it implies a minimally reasonable number of words that in the eyes of Google provide the reader with a good experience and offer both information and solutions to the reader that are translated into value for users.

If you want to achieve the EAT (Experience, Authority and Trustworthiness) goal or what is the same, if you want to demonstrate experience, authority and credibility , you must develop pieces of content that earn those qualifications, and for this an adequate development in terms of extension it’s key.

Having a consistent brand voice shows customers that the company is precisely that, consistent and that it can be trusted, and  therefore, that all the experiences that we are going to have with that company have a high percentage of probability of being good experiences.

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