White label SEO is when you outsource SEO services to a third-party provider and then deliver the work to your clients under your own brand. It allows you to scale your services, while making sure your clients get the quality content they deserve.
The white label concept didn’t originate in SEO though. It was founded in the music industry, when vinyl records were supplied to radio stations using white sleeves, so that the stations could add their own branding.
Since then, it has been used in retail businesses such as supermarkets – think own brand food products – and software companies, where one developer builds software only for it to be resold under a different name.
How White Label SEO Works in Practice
For SEO, white labeling can include a variety of different services ready for rebranding. To help you understand how the process works, let me show you what a typical workflow looks like.
- Client request: Your client submits a request, outlining the SEO services they require to help improve website rankings and organic traffic.
- Connect with a provider: You reach out to the white label SEO provider and pass on all the relevant information. This is also a great time to negotiate terms of your agreement, including key deadlines and costs.
- Receive white-labeled deliverables: The third-party provider sends you all the necessary documentation including reports, audits, technical fixes, content suggestions and more, depending on the project requirements.
- Rebranding and presenting: Add your branding to the deliverables, ready to present to your client.
What services are covered?
Third-party agencies tend to cover a number of core services as part of SEO white labeling. This can include:
- Website audits
- Keyword research
- On-page optimizations
- Link building
- Local SEO
- Content suggestions
- Technical fixes
- Real-time reporting
Make sure you know which services you need and express this clearly to your provider. That way, you don’t end up misrepresenting your services to your client and you and the provider are on the same page.
You vs the provider: roles and responsibilities
Want to know where you stand? Here’s an outline of who does what in the white labeling process:
You
Manages client relationships, delegates to the third-party provider, adds branding to SEO documents, presents information back to the client.
Provider
Generates all white-labeled deliverables so that you can apply branding and send to the client.
Having a strong relationship with your provider will ensure everything runs smoothly, with each role given the time and attention it needs.
Why Agencies and Freelancers Use White Label SEO
Agencies and freelancers will use white label SEO for a number of different reasons. It’s especially beneficial for SMEs who don’t have the capacity in-house or the ability to properly scale their services, as it means they can outsource the work and improve efficiency.
It also means agencies and freelancers can expand their offerings beyond their expertise, diversifying their portfolio and reaching clients they might not have had before. Plus, there’s the added bonus of making sure clients get consistency and high-quality results from real experts.
Benefits of White Label SEO for Your Agency
Considering using white label SEO services? Here are some of the many perks you and your agency will encounter if you go down this route.
Scalability
I’ve touched on this already, but I wanted to mention it again because it’s easily one of the biggest benefits you’ll see. As your company grows, your client base will too, which it’s great for business but also means an increase in demand.
Outsourcing some of your services can help you manage this increase in demand without preventing the growth of your agency. You don’t have to worry about stretching your resources or overworking your team members, and you can take on larger projects that you might have previously turned down.
Increased efficiency
By using a third-party provider, you and your staff can get more work done in less time. You don’t have to worry about missed deadlines or working overtime to cross that finish line. It’s all taken care of by experts who have the time and resources to help make sure your clients are happy.
Reliable expertise
Another great thing about using white label SEO is that you have easy access to the specialist knowledge and skills of SEO professionals whenever you need it.
If there are any gaps within your team, using a third-party provider can make sure all areas are covered, from technical SEO to backlinks. This ensures your clients always get the most recent and accurate information.
Cost-effective
Instead of hiring and training an entirely new team of SEO experts, you can pay for a third-party provider who already has the experience to take care of your client’s needs. With affordable upfront costs, it’s considered more cost-effective than paying for all those overheads.
Client satisfaction
In my opinion, this one is the best perk. If you do it right, white label SEO will improve things for your business and make your clients happy. They’ll get the attention and quality work they deserve, plus they’re more likely to come back for repeat business. What could be better?
Potential Risks and Challenges to Watch Out For
I also want to cover some of the challenges your agency could encounter. This will help you understand what to look out for when it comes to white label SEO.
Communication
Having good communication with your third-party provider is a key part of achieving all the benefits I’ve listed above. Struggling to get in touch with the provider leads to issues with missed deadlines and projects falling behind schedule. It can result in miscommunications and delayed payments too, not to mention the dissatisfaction of your clients.
Quality
When using white label SEO, always check the quality of the work being produced. Are the SEO reports up to scratch? Do the content suggestions make sense for the client? If the answer is no, then you should have a conversation with the third-party provider to find out why. The work will eventually be rebranded as though it has come from your own agency, so you want it to reflect your high standards.
Clear pricing model
Providers who fail to supply clear price points for their services can be off-putting. It suggests a lack of transparency which makes them harder to trust. For some, it could just be a case of having a simple conversation where you both agree on costs, but if the provider is never clear on their pricing model, it will have a negative impact on your budgeting.
A lack of adaptability
It’s all well and good if a third-party provider has all the SEO skills and knowledge needed to help with white labeling, but if they struggle to adapt to different industries, that’s a problem.
In my experience, SEO is all about adapting. Every client website is unique, which is why they deserve a unique approach to SEO strategy and keyword research. If a provider struggles with this, you’ll have a harder time keeping your client happy.
Online reviews
When looking for a provider, always check online reviews. Finding tons of bad reviews or no reviews at all are both red flags that you should look out for, so make sure you search for what others are saying on review sites such as TrustPilot or Clutch. They will give you real user reviews of a range of agencies and their services, so you know exactly what you’re getting.
How to Choose a Reliable White Label SEO Provider
An important part of choosing to use white label SEO is finding a provider that aligns with your values and key requirements. And it’s not just your own agency you need to think about, but your clients too.
I’d suggest checking the following details:
Portfolio
Ask to see samples from their portfolio to get a good idea of the kind of work they can deliver. Examples of previous website audits and reports should give you a good indication of their skillset and case studies showcasing past results such as an increase in traffic or organic visitors are great too.
Team expertise
Ask to meet the team. This will allow you to find out who is responsible for different SEO tasks as well as giving you a good overview of the level of knowledge and experience you’re working with.
Reporting style
Some providers can overcomplicate things, especially with reporting. Check their reporting style to make sure it meets your standards and to see how easy it will be for you to rebrand once you receive the work.
Transparency
Discuss important details such as fees and timescales early to find out how transparent and trustworthy the provider is. Check service-level agreements carefully to make sure expectations are clear for both parties and there are no misunderstandings. This should set the scene for future communications.
Finding out this information is key to a successful partnership with any third-party provider. And it can help you spot warning signs early on.
Be on the look out for:
- Over-promising on results such as guaranteed rankings
- A lack of transparency over pricing structure and deliverables
- Poor user reviews and testimonials or no reviews at all
- Slow responsiveness and poor communication
- A lack of certifications and credibility
- Black hat SEO practices such as hidden link schemes which violate search engine guidelines
If you notice any of these red flags or sense something isn’t quite right, you’re best off looking elsewhere.
Common Pricing Models and Profit Margins
Pricing models can be one of the biggest determining factors when it comes to partnering with a white label SEO provider. You want to make sure the fees match your budget and that they reflect the quality of work being produced.
Fixed monthly retainer vs. project-based pricing
The fixed monthly retainer approach is when you pay a set fee every month to the provider in order to have access to their services. Think of it like a phone contract or subscription service.
With this system, you establish a long-term partnership with the provider, allowing them to better understand your requirements. You can budget more efficiently and for some providers, being on retainer can grant you priority access, which means faster turnarounds.
With a project-based pricing model, you pay the provider per task. If your client has requested an audit, you send it across to the provider and only invoice for it once the task has been completed. I like to think of this as the pay-as-you-go option.
This approach offers more flexibility and gives you the opportunity to test out a provider before committing. However, you’re unlikely to build any strong, lasting relationships.
Here’s how they both stack up against one another:
| Fixed monthly retainer | Project-based pricing | |
|---|---|---|
| How it works | You pay a set fee every month to access services | You pay per task, with varying fees |
| Flexibility | Limited flexibility | Extensive flexibility |
| Budget | Forecasting is easier as you know what you’re paying out each month. Potential to overpay for unused services. | Forecasting is harder, but you have greater scope to negotiate different costs for each project. |
| Agency/provider | More likely to build a lasting relationship with the provider. | Relationship with the provider isn’t as strong. |
| Additional extras | Gives you priority access and access to VIP services including faster turnarounds. | No additional perks. |
Typical markup ranges
Both pricing models cost money, which is why you need to charge a higher fee for your client than you pay to the provider. Typically, this markup can be anywhere between 30% and 50%, depending on your agreement with your client.
For example, if you paid your provider $1,000 to complete one project, you could charge your client somewhere between $1,300 – $1,500.
If you’re unsure on how much you should charge, check competitor prices to compare. You want to provide value for money while offering competitive fees that will draw in new clients.
When discussing prices with your client, it’s a good idea to present a clear breakdown of costs to make sure you’re both on the same page. The client may try to negotiate, so have an open discussion but remember to be firm in order to maintain a healthy profit margin.
How to Sell White Label SEO to Your Clients
If you choose to disclose to your clients that you’re using white label SEO, here’s what I’d suggest.
Clients care about results, especially when it comes to SEO. One of the best ways to sell this process to your client is by demonstrating how successful it can be for them. Emphasise the level of expertise they’ll be getting from the provider and how this will impact their business.
For example, if you specialize in technical SEO but don’t have the capacity or experience to take care of content suggestions, you can explain to your client that you’re using an external provider for this part of their strategy. Make it clear to your client that they’ll be getting the best value from your agreement as well as the attention to detail they deserve.
If possible, show them previous success stories as well as key results such as an increase in organic traffic or webpage rankings. Testimonials and case studies go a long way.
I mentioned transparency when looking for a white label SEO provider, but the same quality is just as desirable for clients searching for an agency. Keep this in mind as you explain who the provider is and what they can offer, as this will help to build trust with your client and lead to a stronger relationship.
Checklist for- Getting Started with White Label SEO
Think you’re ready to start using white label SEO services? I’ve put together a handy checklist so you can hit the ground running.
Identify your goals
Get to grips with the type of clients you’ll be working with to understand the specific services they’ll need. This will enable you to find tailored white label SEO providers who can help you expand on your offerings and increase client satisfaction.
Research providers
Spend some time searching for providers online, looking at portfolios, prices, reviews, accreditations etc. to find the best option for your agency.
Compare competitors
If you’re stuck between multiple white label providers, create a comparison table to compare them. I find outlining pros and cons can really help with this!
Reach out
Contact your preferred provider directly to learn more about what they can offer you. This will help you test important aspects such as response time and communication levels.
Set up an agreement
Once you’ve settled on a white label SEO provider, set up an agreement based on pricing structure and schedule expectations. Do you want a fixed-monthly retainer or project-based pricing structure? Make sure this has been captured in black and white as part of your terms.
Maintain good communication
Starting out with clear and regular communication will set the groundwork for a lasting relationship with your provider. Get this right from the beginning and projects will be easier to manage going forward, so you get the most out of your partnership while keeping your client happy.
