how to produce the best texts on the internet – WAU

Creating blog content good enough to reach Google’s top positions is no mean feat. Even more difficult is filling the blog with high quality posts that generate a great engagement of your audience, generating shares, comments, etc. To achieve this you need to create original content, which […]

Creating blog content good enough to reach Google’s top positions is no mean feat.

Even more difficult is filling the blog with high quality posts that generate a great engagement of your audience, generating shares, comments, etc.

To achieve this, you need to create original content that engages and answers all your persona doubts, adapts to the best SEO practices and, of course, be better than your competition.

Today more than 70% of London companies already invest in Content Marketing.

How, then, to stand out amidst this sea of ​​content production?

In this post we will show you a content production guide for you to learn the best practices to enchant your audience, make them read your texts until the end, optimize reading, among other things.

Ready to create perfect content for your blog?

Check out!

* The post is not focused on SEO, but on the quality of blog content production. Check out everything about SEO in this post!

How to create headlines: the main factor to increase your traffic

Saying that you need to make good headlines may seem like an obvious and cliché tip. Everyone knows that a good text starts with a good title, doesn’t it?

But here are two pieces of information you don’t know:

  1. You don’t value it due to your titles
  2. You don’t spend as much time as you should on producing them

From what future do you produce a wonderful text, rich content, if no one will read what you have written?

If you didn’t arrive from another planet this week, you already heard the expression “the first impression is that it stays”. And indeed, it is.

If you see a bad title, then you deduce that the content will also be bad.

Your title is so important because it will answer two fundamental questions for the reader:

  1. Why should I click on this link?
  2. Why should I read this content?

That is why I said that it is the main factor in increasing your traffic. It is he who will define the CTR – clickthrough rate – both on social networks and on SERPS – Google results pages.

How then to improve your titles?

Check out a series of rules you need to follow:

Internal title and title for SEO

First rule I want to share with you is this: you need to create two titles. Remember I said that the title has to answer two questions?

SEO title is the title you need to convince your reader to click on the content.

The internal title is what you are going to talk about because it needs to read your content.

And why should they be any different?

Well, different functions require different methods. When your persona clicks on the link, he expects the same title within the text, and then you surprise him for the first time.


The SEO title has a character limit and does not present as well as it will be in the text, in addition you need to leave your keyword more to the left, for the reader to see that you approach what he searched for and a good practice in the eyes of Google .


Here you can open your head. There are no character limits – please have common sense, however -; the keyword must be present, but where it gets better and you can get a better idea of ​​what the reader will see in the content.

They are generally beautiful, deep and thought-provoking than an SEO title.

An example produced by us here at WAU:

blog content: internal title example

10 to 1 rule

This is a rule that made a big difference for me and for our entire marketing team.

The proposal is as follows: for every title you create, make at least 10 title suggestions and choose the best one.

At first it may seem boring, but you will see how it will generate a visible improvement in your blog headings.

Over time this amount may even decrease, but the ideal is that you take the time and break your head in several options.

The next step will make your choices easier over time!

Repeat what works

When you are testing different styles of headlines you will begin to see what your audience responds to best, which generates the most clicks and engagement with the audience.

This will be your thermometer for the next texts.


This popular technique for creating titles says that a good title needs to have 4 main elements:

Attention: Your text needs to attract the attention of anyone who stares at it. Some elements are conducive to this, for example:

blog content: example post

The number 103 definitely caught your eye, didn’t it? High numbers in lists, keyword on the left, among others, are elements that attract this attention in the reader

Interest: your title must also generate interest for the person to read the text. That is why “best image banks”. This piques further interest.

If I didn’t have the word best, it might just look like a collection of separate image banks.

It may sound silly, but it is an element that makes all the difference.

Desire: “Free”. We don’t refuse anything for free. Even more solutions to our problems. Not only image banks, but nothing is paid. This arouses desire in anyone.

Action: the action in that title is clear – which doesn’t always happen – “you need to know”.

It is not for nothing that the content went viral and has already passed 9,000 likes on Facebook, as you can see.

Another cool title to dissect is this Yoast SEO post:

blog content: example title

He calls attention of the reader because it speaks of the plugin of interest “Yoast SEO”.

It generates the due interest because it reveals that it is a tutorial

And then it awakens the desire from anyone looking for an SEO plugin: making perfect content in the eyes of Google.

As I said, the action will not always be clear in the title. But the title is obviously inviting as to the knowledge of the plugin and to later put the learning into practice.

Don’t promise what you can’t keep

To close this sequence about titles, another tip that seems simple, but that we see as a recurring error in several blogs.

This is absolutely frustrating for the reader and totally takes away the credibility of your blog. You can even generate a high number of clicks, but at what cost?

No “complete guide” with 500 words, “earn 1 million in a month”, or “lose fat without diet and without leaving home”.

The promise given has to be kept.

definitive corporate blog guide

Introduction: hook your reader to the end of your post

The introduction is the moment in your text when you can win your reader entirely for your content, or make them click back and not read the entire text.

Many people write an introduction anyway just to get to the subject and it doesn’t look like a piece is missing from the text, but it is much more than that.

They need to captivate readers and convince them that the content is worth reading until the end. Thus increasing the reader’s stay on your page – which can be an important factor for your blog’s ranking: understand!

For you to make good introductions we will share a great technique that we learned from Brian Dean, of Backlinko, one of the greatest SEO experts in the world.

APP Formula

The APP formula is similar to AIDA for bonds.

APP is an acronym for: THEgree (agree), Promise (promise) and Preview (previous).

These three elements need to be in the introduction of your post. They will engage your reader and make sure that he stays until the end of the reading – added to other elements that we will see ahead.

Agree (agree)

I don’t know if you remember, but that’s how I started my text:

Creating blog content good enough to reach Google’s top positions is no mean feat.

Do you know why I did this?

To agree with my persona’s pain, in this case, you.

If you are reading this content it is because you know how difficult it is to reach the top positions of Google and you are very interested in it.

That way you can generate a connection with your persona. Right away he realizes that you understand him. That you know his pain, soon you can help him.


To achieve this, you need to create original content that engages and answers all your persona doubts, adapts to the best SEO practices and, of course, be better than your competition.

Still in the introduction I made a promise.

There is a way to achieve these top positions. The creation of winning content for your audience that outperforms the competition.

And if right after reading that sentence you asked yourself, “but how do I do that?”

I gave you the answer:


In this post we will show you a content production guide for you to learn the best practices to enchant your audience, make them read your texts until the end, optimize reading, among other things.

In that sentence I gave a preview of everything that will be covered in the post.

With this preview, the reader knows exactly what to expect from the text and how to solve their problem. And you know which post will teach you.

Now he knows exactly what awaits him and will remain steadfast until the end of the post.

Scanability: think about the user experience

I need you to be sincere.

Which of the two content below do you prefer to read, evaluating only by the form?

blog content

I have no doubt that your answer was the first.

That is why the scannability of a text is so fundamental. You always need to think about your reader’s experience, and make it as fluid and enjoyable as possible.

This brings us to our first tip:

Use paragraphs and short sentences

The image above makes it clear why. Short paragraphs make reading easier and do not surprise the reader. No one who reads a block of text.

Usually here at Websites Are Us we try to use one or two sentences in each paragraph, leaving them with a maximum of 4-5 lines.

That made it easier for you to read so far, didn’t it?

Do the same with your readings.

Also use short sentences. This makes it easier for people to read and makes sentences much easier to understand.

Avoid exceeding 20 words in a sentence and optimize your reader’s reading.

Use intertitles

The name scannability is not in vain.

Every page you open, before reading, you scan the text – scan the text. From this look you decide whether or not it is worth reading.

Usually I scan the entire content, how about you?

Intertitles are fundamental in this respect.

They make the text more showy, show the hierarchy of information and what will be covered in the text without the reader reading the post.

This makes it easier for those who came for just specific information – for example improving titles – read only what they need. I still solved his problem. The post function has been completed.

And that is not all!

Later on we will see how to make good intertitles to engage your reader.

Use images

Another essential tip to optimize the reader’s experience while scanning your text is the use of images.

They facilitate the reader’s understanding, break long periods of text, make the content lighter and more showy, among other benefits.

Digital Marketing guru Neil Patel recommends one image every 300 words for a longer post.

Of course, this is not a rule and it will not always be possible.

But good images can leverage your posts’ success.

Content that has images tends to be more shared and generate more engagement.

To choose excellent images for your text see our list with 103 Best Free Stock Photos.

How to create good Intertitles that keep readers locked in to content

As I said, scannability is not the only important function of the intertitles in the text.

In addition to this visual function they are also important in the hierarchy of texts, so using the keyword and other long-tail is an important factor for SEO.

As our focus here is not SEO, see our checklist for the perfect post.

Well, let’s get down to business.

This other function I am referring to is to engage the reader in reading the text and encourage him to read the content until the end.

In most blog content I see the intertitles are simple. For example, in today’s text, I could have used just:

  • Title
  • Intertitle
  • Scanability

You would know what that part of the text would be about. And this is where my valuable tip for today comes in: use headings that have clear benefits for the reader.

Just “headline” is much less flashy than “headline: the main factor in increasing your traffic”.

Maybe you didn’t think they were that important and made such a difference, and that made you read the topic.

Liking the tips? We still have others for you to raise the level of your content.

Instigate the reader

Want to hook the reader to your post?

Use instigative phrases, constantly during the content to keep arresting and arousing the interest and curiosity of the readers.

Some of these phrases are:

  • And that’s not all
  • Want to further improve your content?
  • But you must be wondering
  • And the best part is
  • As we will see later

You must have realized that I used some of these during the text, right? These phrases will be essential to increase the reader’s stay on your page!

Now let’s see how to further increase the connection of blog content with your personas!

Use easter eggs: increasing the connection with the persona

You may be wondering: what is an easter egg?

The expression means Easter eggs, and refers to the American tradition of hiding eggs for people to look for on the date.

Many films use this, see some from Pixar here:

They are hidden references, or internal jokes that when discovered by the reader generate great satisfaction for the readers.

I used some in old texts, see this example I used in Justice League quiz, in the description of Superman:

blog content: easter egg

This paragraph is all done based on a speech by Jor-el in the film. Almost no one must have noticed, but whoever sensed felt an even stronger connection to the content.

Who did not understand, continued reading quietly.

Another example is the image of Vegeta at the beginning of the text. If you know Dragon Ball, you probably liked the reference

There are others scattered throughout my texts, but then I will leave it up to you to try to find them. The ones I make based on a hero movie are full.

copywriting ebook

Make an index

See this content from our blog, “How to create a blog”:

blog content: index

Right away you already know everything that will be covered in this content, and better than that, if you want to read just some of those parts of the text, just click on the title you want and you jump to that part.

It improves the usability of the reader, he soon knows everything that will be addressed and enriches its content.

This month we will release a tutorial on how to make an index on WordPress. Stay tuned! Then I update here with the link!

Update your content

Want to improve your posts even more?

Always update! Revisit your old content and see what you can improve and add.

In addition, much of the information we use in our posts may become out of date over time. For example, we have this content with the size of images for Social Networks.

The measures are always changing and so is our post!

In addition, you learned several tips to optimize your content today, go back to your old ones and apply that. Especially those that drive the most traffic to your blog and the keywords that matter most to you

And the size of the content? Does it matter or not?

The answer is yes!

So what is the ideal size?

It depends!

Many people tend to think that short content is better because no one has the patience to read huge content. This is not a reality in Digital Marketing.

Longer content tends to be more shared by readers and generates greater credibility.

But the great detail is that everything depends on the theme and the persona.

The ideal size content is that which answers the persona’s doubt!

It doesn’t matter if he has 500 or 10,000 words, the important thing is that he answers everything that his persona was looking for when he found its content.

Do not try to stuff sausage to have too many words or try to oversimplify.

Another detail is to study what makes the most sense with your persona, if bigger content generates greater engagement, invest more in them, otherwise, keep the smaller content.

The only absolute rule here is to solve the problem or doubt that your audience has!

Make CTAs creative and hard to refuse

Last, and not least, are calls-to-action.

Calls to action do not necessarily have to be at the end of the text. You can make CTAs during the beginning, using a Hello Bar (this screen that jumped in front of you when you entered the blog), among other options.


CTA image:

how to create a gif

Hello Bar:

blog content

blog content

CTA in text:

blog content

As you can see, you need to take advantage of (or create) opportunities to use good calls. Use different and creative CTAs like the Marketer’s Guide to the Galaxy.

Another cool idea with these Hello Bar CTAs is a peculiar option for the reader to close the tab. For example, if it’s an invitation to download an SEO ebook, put the opt-out option: “No, I don’t want to appear on the first page of Google”.

This can slightly shake the time to close your content.

Well, that’s it for today! Apply these tips to your blog content and tell me the results it brought you!

Now, do you want to share the content and help your friends too? If so, click on the share buttons here on the side, if not, watch a dubbed Twilight marathon while listening to the new Latino CD!

It’s your choice!

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