Online texts

What is an online text?

In OnPage optimization, online texts represent a component of the website. They provide the content of a website and are usually supplemented by images, videos or graphics. The texts also have an influence on the placement of the website in the SERPs, although they are not used exclusively for the ranking. You will encounter online texts in a wide variety of forms during your daily surfing. These include:

How do online texts differ from other texts?

Online texts are adapted to the usage behavior of the website visitor. Unlike a novel or a magazine, texts on the web are often only skimmed to quickly get to the information they are looking for. A good online text is designed in such a way that the reader can quickly grasp and understand the content relevant to him.

How many words does an online text have?

There is no precise information on how long a good online text should be. Older studies had given 300 words as a guideline. As you can see, this article is definitely longer than 300 words 😉 The googlebot crawls websites for content that it considers high quality, unique and with relevant content.


Especially with online texts, the motto is: quality before quantity!

What makes good online texts?

Online texts can significantly support the online marketing measures of a company. To create a good text, you should follow a few small basic rules:

  1. Readability: “Brevity is the spice of life” – this proverb is especially true on the fast-moving web. Make your sentences as short and concise as possible. Avoid too many technical terms and write your text clearly and understandably for the user.
  2. The uniqueness: Of course, you may research the content of the text on the Internet. However, you should make sure that the online text is unique and that you do not type out every word of your research (which is also punishable by law).
  3. The structure: Create a visual division in your text with different elements. With headings, tables and bulleted lists, the user of your website can better grasp the text.
  4. Visualization: To better convey content, you should include images, videos or infographics. In an everyday life full of visual impressions, this supports the easier absorption of information by the website user.

These points also play an important role for the Google ranking. If the user of your website receives the targeted input he is looking for, the dwell time on your page increases. Through internal links, you can offer the user even more helpful and relevant information.

What comes first, web design or the texts?

And there is a very clear answer to this: Neither…
The web design, as well as the creation of online texts go hand in hand. Certainly, certain text passages need to be visually enhanced, but this should not affect the informative content of the text. When designing (new) websites, the responsible web designer and copywriter must work closely together to achieve the best possible result. The web designer makes sure that the user, thanks to an ideal user experience, feels like staying on the page and enjoys using it. The copywriter fills the page with relevant content that interests the user. He can also use keywords in a meaningful way, which will have a positive effect in the SERPs.

The layout of the website as well as the online texts are to be aligned to the needs of the user and not to the needs of the Googlebot.


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