We can improve the positioning of the contents of our web pages in a natural way by means of SEO positioning techniques, with which we can work on the contents so that they provide value. Here are some basic recommendations:

Title 

The choice of the title in a text must be taken into account because it is one of the most important factors in SEO On Site.
Words like “Super”, “Best” or “The most'", as well as the inclusion of the year or numbers can help us in two ways; the first by attracting more clicks and virality, and the second by getting more keyword combinations.
In the title, the keyword(s) should be as far to the left as possible. It is the most widely used form and the one that improves positioning the most. Remember that the title is the one that will appear in Google searches.

Engaging and quality content

It is recommended that the content be as complete as possible because this will also reduce the abandonment or bounce rate as much as possible. The importance of quality content, providing valuable information, is a basic factor for Google. 
The location of keywords within the text is a quality to be taken into account. To improve positioning, the keyword must be added in the first or second paragraph of the content, and in any case within the first 100 words of the content. Introducing synonyms and related keywords can be very useful to make the content more natural.
The content has to be highly structured. As a general rule, there should be an introduction with the most relevant information, the body with additional data and, finally, references and links.  

What elements can be used?

• Photographs, infographics and videos (especially if uploaded to YouTube) as a resource.
• To structure the text: 
  • ​Headings
  • List and quotation type format 
  • Bold and italics, but not too much.
• External links. It is suitable for enriching the content for different reasons:
  • It makes it easier for Google to identify the subject of the article thanks to these links.
  • It adds value to the content and complements it.
  • Building relationships with other websites in our sector.
• Internal links to UV domain pages. It is a very powerful strategy to improve web positioning, but you have to know how to carry it out because too much is counterproductive.
• Citation strategy. It has and should be an aspect that we use only if the quality of the content is indisputable.

Content length

As long as the content is of high quality, it will be preferred over the same content if it has more words. Highly structured contents and their length are particularly valued by Google. Longer content is more likely to use more keywords and will also have a greater wealth of words and qualifiers. It is also understood that it will be considered a more elaborate and documented work. If we generate a very complete content that addresses all the questions or doubts that users may have, we will logically be able to reduce the bounce rate.

Updating content

If the information transmitted can be of more or less permanent interest, i.e. is not out of date, it can always be revised and republished. In case it refers to a procedure, it always has to be updated to make it clear at which step we are. 

Other important aspects

• The weight of the images we include in our content must be taken into account because they affect the page loading speed. Speed improves the user experience.
• Webs responsive (adapted to be displayed on mobile devices). All the webs of the Universitat de València have this feature.
•  The sharing of content on social networks. Once contents have been generated, it is very easy to share them on social networks using the sharing bars.  In itself it does not position, but by doing so we manage to attract traffic to our website and make our content known to a much larger audience.