Advanced typography

Hi!

I’m not sure what this style is called but my question is if anyone have a working solution for creating typography as in the enclosed image? What I’m curious about is how to have complete control over how a headline is presented so that the lines are placed manually on the screen according to the picture I want to build with typography. Preferrably without ruining SEO. This example is from https://esseninternational.com/

Thanks!

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