A simple, practical guide to being found on Google
Search Engine Optimisation, usually shortened to SEO, is one of those topics that can feel intimidating when setting up a Virtual Assistant business. It is often wrapped up in technical language and conflicting advice, which can make it tempting to ignore altogether. In reality, good SEO is about clarity, consistency and making it easy for the right people to find you.
At its simplest, SEO is the process of helping search engines like Google understand what your website is about, who it is for and when it should be shown in search results. When done well, it allows potential clients to find your services at the exact moment they are looking for help.
Do VAs really need SEO?
Not every business relies on search engines, but for many VAs, Google is one of the main ways new clients discover services. A website acts as your virtual shopfront, and SEO is how you help people find the door.
SEO is particularly valuable because it works quietly in the background. Unlike social media posts, which disappear quickly and rely on constant activity, SEO can continue to bring visitors to your website long after a page is published.
How Google decides what to show
Google’s job is to give users the most helpful and relevant results for their search. It looks at hundreds of factors, but for a VA website, the key things to focus on are relevance, clarity and trust.
Google needs to understand what services you offer, where you offer them and whether your website looks reliable and useful. The clearer you make this, the easier it is for Google to match your site with the right searches.
Keywords
Keywords are simply the words and phrases people type into Google. Good SEO starts with understanding what your ideal client would actually search for, not what you would call your services internally.
For example, Virtual Assistant is a common term, but it is also competitive. Adding context such as location, industry or specific support can make it easier to be found. Phrases like Virtual Assistant for consultants or Bookkeeping VA in Cumbria are clearer and often more effective.
A simple way to start is to write down what you do, who you help and where you are based, then think about how a client would describe that problem or need.
Creating pages that Google can understand
Each page on your website should have a clear purpose. One main topic per page works best.
Page titles are important. These are the titles that appear in Google search results and browser tabs. They should be clear, descriptive and focused on what the page is about.
Meta descriptions are short summaries that appear under the page title in search results. They do not directly affect ranking, but they do affect whether someone clicks. A good meta description explains what the page offers and who it is for.
Headings also matter. Using clear headings helps both visitors and search engines understand the structure of your content. One main heading per page is ideal, supported by subheadings that break information into manageable sections.
Writing content that works for people first
Search engines are very good at spotting content written purely for algorithms. The priority should always be the human reading the page.
Content should answer real questions, explain services clearly and use natural language. Keywords should appear naturally within sentences, not forced or repeated unnecessarily.
Regularly updated content such as blog posts, guides or resources can help demonstrate expertise and keep a website fresh in the eyes of search engines. This content also gives you more opportunities to appear in search results for different topics.
Local SEO for UK Virtual Assistants
If you work with clients in a specific region, local SEO is important.
This includes clearly stating where you are based on your website, even if you work remotely. Google uses location signals to match businesses with local searches.
Setting up and maintaining a Google Business Profile can also help with visibility, particularly for VAs who want to appear in local search results.
Links and trust signals
Links from other reputable websites to yours help Google see your site as trustworthy. These do not need to be hundreds of links or from huge websites.
Links from relevant organisations, directories, collaborations or features within the VA industry are often far more valuable than random links from unrelated sites.
Being listed on reputable industry websites and maintaining a professional online presence all support trust and credibility.
Technical basics that still matter
Modern websites handle much of the technical SEO automatically, especially when using platforms like WordPress.
However, there are a few basics worth checking. Your website should load quickly, work well on mobile devices and be secure with an SSL certificate, which shows as a padlock in the browser.
Images should have descriptive names and alternative text so search engines can understand them. This also supports accessibility.
SEO is not a one off task
One of the biggest misconceptions about SEO is that it is something you do once and forget about. In reality, SEO works best when treated as an ongoing part of running a business.
This does not mean constant work. Small, consistent actions such as updating pages, adding new content or refining wording can make a significant difference over time.
SEO is a long term strategy, not a quick fix, but it is one of the most reliable ways to build visibility and attract the right clients without relying entirely on social media.
Making it manageable
For new VAs, the most important thing is to start simple. Focus on clear services, helpful content and a website that is easy to understand.
SEO does not need to be perfect to be effective. A clear, well structured website that genuinely helps visitors will always outperform one that tries to game the system.
When SEO is done with intention and clarity, it becomes less about pleasing Google and more about making it easy for the right clients to find and trust your business.