What Is White-Label SEO? Benefits + Best Agencies

Imagine this situation:

You’re going to an amazing party and want to stand out from the crowd, so you need the right outfit.

You find an excellent tailor who can craft the outfit of your dreams instead of the store-made ones.

They can also order your shoes and jewelry from their partners, so you won’t have to go elsewhere.

That’s white-label SEO (aka SEO reselling).

The party you’re going to represents the search engine result pages.
The tailor is an SEO agency that offers excellent services (but not all services).
Therefore, they subcontract part of the work.

This situation has pros and cons, but you’re on the right page to decide if it works for you.

You’ll learn:

How white-label SEO works
9 benefits of this partnership
7 tips for choosing your new white-label SEO service provider
4 white-label SEO partners to try in 2025

Keep reading below:

‍TL;DR: What Is White-Label SEO?

White-label SEO is like having a tailor create a custom outfit for a special event.
It involves one company offering SEO services under another company's brand.
Learn about the pros and cons of white-label SEO partnerships.

Reasons to Use White-Label SEO Services

SEO agencies benefit by offering a wider range of services.
It allows flexibility in adding new services without extensive training.
Cost-effective fees can be offered to clients.
Expanding client base and profit margins is possible.
It enables companies to scale up while focusing on client relationships.

Part 5: How to Choose Your New White-Label SEO Service Provider

Ensure the provider offers the right services for your campaign goals.
Check for trustworthy reviews and testimonials.
A well-designed website can indicate a reliable agency.
Look for case studies and results.
Analyze customer service and communication.
Consider pricing structures.

4 White-Label SEO Partners to Try in 2025

Blue Things: Best for B2B SEO assistance, offering various white-label SEO services.
HOTH: Good for white-label marketing services, specializing in campaign management and content generation.
Linkgraph: Ideal for enterprise SEO, offering transparent and results-driven strategies.
DashClicks: An affordable all-in-one platform for lead generation with various SEO services.

‍What Is White-Label SEO?

Fun fact: “White-label” is a frequent marketing and SEO term.

This expression conveys the idea of a blank or clean label that you can customize however you want.

It’s the same in the world of SEO. White-label SEO refers to:

SEO services provided by one company, but:
Sold to clients under a different brand.

Basically, the second company (you) takes ownership of the service and endorses it to the active client without referencing the original provider.

Enter the concept of black label.

“Black-label” services are those the creator SEO company provides, selling under their own branding.

White-Label SEO vs. SEO Reseller: What’s the Difference?

In white-label SEO, the service is rebranded under your company's name, maintaining a seamless brand experience for your clients. Conversely, SEO resellers act as intermediaries, selling third-party SEO services without rebranding, which may be evident to the client.

Choosing between the two depends on your agency's desire for brand control and the level of transparency you wish to maintain with your clients.

That brings us to the next point:

How Does a White-Label SEO Relationship Work?

Here’s the tl;dr version of white labeling:

Remember: You can subcontract your work occasionally or enter into a long-term white-label partnership.

Let’s explain this infographic by using an example.

Side note: All agency names in this section are made up for the example’s sake.

You’re dating app Bumble and are looking for an SEO agency to help you dominate SERPs.

After assessing the best such agencies, you pick an agency called SEO Masters. This is the one with the best results and the most affordable price.

Let’s say SEO Masters:

Does amazing with technical and off-page SEO, but:
They outsource the on-page and content writing to another company called Content Masters.

Well, Content Masters works for SEO Masters anonymously. They create amazing strategies and high-conversion content like this front-page CTA:

The outsourcing agency SEO Masters checks and approves the content and presents it to you, Bumble, as their own.

9 Reasons to Use White-Label SEO Services

If you’ve read so far, you can already intuit some reasons to use white-label providers if you’re an SEO agency:

You can offer a wide range of services without investing in additional staff or training.
You have more flexibility to add new services without developing the necessary expertise for your house team.
You can present more affordable fees to your potential clients because you won’t invest in advanced SEO tools.
You can expand your client base by offering increased value. As a result, you can increase your profit margin considerably.
You can scale up your company because you can focus on client relationships and other marketing strategies.

White-label SEO programs offer specific benefits for your agency clients too:

They can get high-quality services from one place instead of finding different partners.
They have one dedicated project manager who supervises the entire search engine optimization campaign.
This seamless communication helps them save time.
They’ll save money in the long run compared to working with multiple agencies.

Who Should Use White-Label SEO?

White-label SEO is ideal for businesses aiming to offer SEO services without building an in-house team. This includes digital marketing agencies, web design firms, PR companies, and consultants who want to provide comprehensive solutions to their clients.

By partnering with a white-label provider, these businesses can expand their service offerings, meet client demands, and focus on their core competencies while ensuring high-quality SEO results.

White-Label SEO Pricing

Understanding the pricing structure of white-label SEO services is crucial for agencies aiming to offer SEO solutions under their own brand without developing in-house expertise. Pricing can vary widely based on several factors, including the scope of services, complexity of the project, and the provider's expertise. Here's an in-depth breakdown:

Factors influencing white-label SEO pricing include:

Scope of services: Comprehensive packages that include on-page optimization, off-page strategies, content creation, and technical SEO audits typically cost more than basic offerings.
Project complexity: Larger websites with numerous pages, highly competitive keywords, or intricate technical requirements demand more resources, influencing the overall cost.
Industry competitiveness: Sectors with high competition may require more aggressive and sustained SEO efforts, leading to higher pricing.
Geographic targeting: Local SEO campaigns might be more affordable than national or international campaigns due to the narrower focus.

Common Pricing Models

Monthly Retainers: Agencies pay a fixed monthly fee for ongoing SEO services. Prices can range from $1,000 to over $10,000 per month, depending on the services included and the provider's reputation.
Project-based fees: A one-time fee is charged for specific projects, such as a complete website audit or a link-building campaign. Costs vary based on the project's scope and duration. For example, keyword research can cost $200-$500, while technical SEO can reach $500 to $5,000.
Performance-based pricing: Fees are tied to the achievement of specific results, like reaching a target ranking or traffic increase. This model aligns costs with outcomes but may come at a premium due to the assumed risk by the provider.
Pay-as-you-go: Services are billed based on actual usage, offering flexibility for agencies with fluctuating needs.

What Are White-Label SEO Services?

White-label SEO services enable agencies to offer comprehensive search engine optimization solutions under their own brand, without developing these capabilities in-house. Here's an in-depth look at five essential services provided by white-label SEO providers, each underscored by pertinent statistics:

1. Technical SEO

Technical SEO focuses on optimizing a website's infrastructure to ensure search engines can crawl and index it effectively. A white-label agency focused on technical SEO can help you with:

Core Web Vitals Compliance: Only 33% of websites meet Google's Core Web Vitals standards. Chances are your clients may need CWV optimization too, to enhance user experience and search rankings.
Redirect issues: Approximately 95.2% of sites encounter 3XX redirect problems, which can hinder user navigation and negatively impact SEO performance.
Mobile optimization: With mobile devices accounting for about 63% of global website traffic, ensuring mobile-friendly design is crucial for retaining users and achieving favorable search rankings.

And there are, of course, more technical SEo services. If you can’t offer them through your own agency (maybe you don’t have enough technical SEO experts), you can find a white-label SEO company who can help you out..

2. On-Page SEO

On-page SEO involves optimizing individual web pages to improve their search engine rankings and attract relevant traffic. Here’s what a white-label SEO agency can help you with from that regard:

Longer, in-depth content pieces that rank: Pages ranking in the top 10 Google results typically contain an average of 1,447 words, suggesting that comprehensive content is favored by search engines. If you’re overwhelmed and under-staffed, a third-party SEO agency can help you out so you won’t lose your clients.
Title tag optimization: Approximately 68.5% of sites have inconsistencies between page titles and SERP titles. There’s basically a massive need for meticulous on-page optimization to align titles with search intent. Again, you might lack the internal resources to tackle this.
Keyword integration: Effective on-page SEO ensures that target keywords are strategically placed, enhancing the page's relevance and visibility for those search terms. But going back and editing past articles takes a lot of effort and resources you might not have.

3. Off-Page SEO (Link Building)

Off-page SEO, particularly link building, involves acquiring backlinks from external websites to enhance a site's authority and ranking. Its impact is underscored by these statistics:

In fact, top-ranking pages on Google have 3.8 times more backlinks than those in lower positions. However, a significant 93.8% of link builders prioritize the quality of backlinks over sheer quantity, focusing on acquiring links from authoritative and relevant sites.

A white-label SEO agency will also be able to search for broken backlinks. Over 66% of backlinks are broken, presenting opportunities for link reclamation strategies to improve SEO performance.

To tackle all that – and more – you need a savvy, incisive, well-prepared link-building team who has developed relationships and know-how in different niches. For example, let’s say you’re writing content for a software intelligence platform, and your client asks you about off-page SEO. If you don’t have experience in SaaS link-building – you’ll want to outsource this service and then resell it at a more convenient price.

4. Local SEO

Local SEO aims to enhance a business's visibility in geographically related searches. This is crucial for attracting local customers who have to see your website to be able to click on it.

Let’s say you don’t specialize in local SEO, but one of your existing clients asks for this kind of service. If you partner with a third-party SEO agency, you can obtain stellar results for that client.

For example, approximately 78% of local mobile searches result in an offline purchase. Stats also suggest that businesses with complete and accurate GMB listings are 70% more likely to be visited, and 50% more likely to be purchased from.

Offering white-label local SEO to your clients would help you produce – and showcase – more ROI to them.

5. Reporting and Analytics

Comprehensive reporting and analytics are vital for measuring the effectiveness of SEO strategies and making data-driven decisions. In fact, businesses that actively track conversions are 1.6 times more likely to achieve higher ROI from their SEO efforts, as they can identify and optimize successful strategies.

And if you get your clients a higher ROI – they’ll be more likely to stick with you and recommend you to their acquaintances.

That’s essential because in the current market, only 30% of business owners would recommend their SEO providers to other people.

But to get those kinds of results, you need a solid white-label SEO agency. For that, keep reading the next chapter:

How to Choose Your New White-Label SEO Service Provider

If you decided to choose a white-label SEO service provider, here are the steps you should cross-check off your list:

how to choose a white label seo provider

1. Get the Right Expertise

The white-label SEO company you’re partnering with should offer the right services to help you reach your campaign goals.

Remember: Agencies offer a larger array than white-label freelancers with only niche expertise, such as B2B link-building.

A solid white-label SEO agency should offer personalized SEO tactics across different marketing channels, handle your SEO management, and perform campaign reporting.

These white-label solutions include:

Keyword research to ensure your content fits customers’ organic search intent.
Content creation and optimization. Your team of experts ensures your company ranks for relevant keywords, increasing your visibility and organic traffic.
On-page SEO: These SEO services include optimizing your headings, title tags, URLs, meta description, and link structure. These elements increase your search engine visibility and click-through rate.
Technical SEO: This part is essential to avoid bounce rates and to increase your visitors’ session length and depth. Basically, if your website is fast, responsive, and user-friendly, your visitors will spend more time interacting with it. And that means they’ll visit more pages.
Off-page SEO: This part includes social media management, public relations, citation building, and local SEO – anything that can bring you more link juice from outside your website.

And you can choose the white-label services you lack to ensure a successful SEO campaign.

Let's say you're a digital marketing agency. Your white-label partners can create specific content assets, such as TikTok videos or entire PR link-building strategies.

Some white-label firms handle the strategy behind your SEO campaign, but you can also outsource technical SEO issues.

Pro tip: Ensure these services for agencies include monthly reporting.

2. Get a Well-Liked Agency

After ensuring your white-label SEO agency offers the right services for your needs, ensure they’re trustworthy.

Check their:

Online reviews
Testimonials
Social media comments and interactions

Remember that companies only post their best client reviews on their website.

Here’s one of the success stories we posted – and obviously, it’s good:

That’s why you should check your potential white-label partners on third-party review websites, such as Trustpilot, Capterra, or Clutch.

Pro tip: Ask your business acquaintances for honest reviews; they’re more likely to be upfront and insightful.

3. Get an Agency that Practices What It Preaches

One excellent way to ensure you’re partnering with the right white-label provider is to look at their website.

The agency clearly knows its job if its website looks polished and user-friendly. If it has high search engine rankings itself, this shows its own SEO team does a good job.

But an SEO agency with a poorly-looking website is less likely to be trustworthy.

Here are the elements to consider:

Domain authority
Page loading speed
Intuitive navigation
Content quality
Backlinks

Pro tip: Look at different pages, from service and money pages to blog content.

As you’re browsing through this website, check the next point as well:

4. Partner with Someone who Shows Results

A respectable agency should offer case studies and a track record of success.

If their most successful SEO clients are in your niche, jot down another point in their favor.

Pro tip: Look at who trusts the company.

For example, at Blue Things, we handled the entire B2B SEO strategy for our sister company, inBeat. This influencer marketing platform only had 500 monthly visitors, and Blue Things took it to 70,000.

This case study proves that even Blue Things’ owner trusts the company enough to let it handle its other websites.

Insider tip: Don’t just look at the case study results. Analyze your future white-label partner’s strategies. You’ll get a great insight into how this agency thinks and operates.

Note: Some companies may not post in-depth strategies as we did because of non-disclosure agreements.

That’s understandable.

Pro tip: If you need additional proof, ask for samples. An agency unwilling to provide samples just raised a massive red flag over its brand.

5. Analyze Customer Service and Interactions

Analyze your communication with the firm, making sure your house team can collaborate well with your white-label partner.

Are they responsive?
How can you contact them?
Do they offer extended support like live chat or a help center?

Next, ask your potential white-label company-specific questions about their work experience and services for agencies.

What are their go-to methods to increase website visibility and organic traffic?
Do they only use white-hat SEO practices to increase organic searches?
Do they dabble in gray or black-hat tactics like keyword stuffing, cloaking, and private blog networks (PBN)?
What are their favorite SEO tools?
What are their SEO and other link-building packages?
What does their campaign management entail?
Do they offer weekly or monthly reporting?

Pro tip: Ask the agency about their market experience and client case studies.

Even if you’ve read these things online, it’s worth seeing how they respond to your request.

6. Look through their Fees

Of course, you need a white-label SEO provider that fits your budget.

Each agency practices different pricing structures:

Monthly fee: Best for ongoing work that varies from month to month but involves fairly typical SEO issues
Hourly fee: Best for small projects and consultancy
Project-based pricing: Best for one-off projects
Personalized cost according to your SEO goals: Best for atypical cases and large projects

Pro tip: Ensure the pricing includes all the white-label services you need. This will help you maximize your budget.

7. Determine the Expected Results

A good white-label SEO company has a results-driven strategy.

And they can deliver those effective results fast, without any hiccups. If problems arise, you should count on them for quick troubleshooting.

Here’s how you can be sure the agency you’re partnering with can provide results:

You can set up a free SEO strategy call with them.
They have enough time for your project.
They give you credit for their work or are at least open to negotiating the idea.
They keep you updated on the project you’re partnering on.
They are available for free trials or demos.

4 White-Label SEO Partners to Try in 2025

The above section gave you an effective action plan to choose your white-label SEO partner.

Now, let’s look at the top potential partners in the niche.

1. Blue Things: Best for B2B SaaS SEO White-Label

Blue Things is a relatively new SEO agency, but it has had impressive results.

And we already told you that even its sister agency, inBeat, entrusted its SEO campaign to Blue Things.

In fact, Blue Things added $4,000,000 in pipeline value for inBeat – and it can do the same for you.

Blue Things offers several white-label SEO products:

Sustainable and scalable SEO
White-label SEO audits
Only white-hat SEO practices to avoid eliciting the wrath of Google
SEO management
Content writing
HARO link-building services
Building high-quality links in authoritative sources with DR 60+
Technical SEO
Individually tailored white-label SEO packages

Besides, Blue Things boasts white-label SEO reports. That means you can personalize them with your brand details before presenting them to your business clients.

Pro tip: Book a free SEO strategy call to find out how they can specifically boost your SEO efforts.

Pricing: Personalized fee

2. HOTH: Good for White-Label Marketing Services

HOTH promises to help their partners:

Grow their digital presence
Enhance their customer acquisition
Keep their loyal clients

Their popular services include:

Campaign management, such as SEO, PPC, and social ads
Content generation, such as blog posts and AI content
Link-building outreach and insertions
Local link-building
Content syndication
Press releases
Local SEO
Reputation management
White-label reports
And more

Plus, you’ll have a dedicated campaign manager.

This white-label SEO firm also has 22 free tools you can use for a slew of needs, such as:

Keyword gap analysis, research, and volume checker
Blog topic and headline generator
Online logo maker
Conversion rate calculator
Page speed checker
And more

Pricing: Customized on a case-by-case basis

3. Linkgraph: Good for Enterprise SEO

Linkgraph specializes in enterprise SEO, promising transparent and results-driven strategies.

Their unique selling point consists of innovative software for traffic growth.

And their hook is a free website SEO audit you can access by simply typing in your website address on their homepage.

This will give you a glimpse into what they can do for you and your clients.

Linkgraph addresses two audiences:

Regular businesses: They promise only white-glove marketing services that help companies achieve their business goals, from small business owners to enterprises. Linkgraph has worked in a range of industries, like healthcare, e-commerce, and SaaS.
SEO agencies: Linkgraph outsources its white-label SEO services and software to SEO agencies. They promise to “10x your ability to deliver for your clients.”

Their services include:

Link acquisition
Local SEO
Technical SEO
Content marketing
On-page SEO
Paid media management (Google ads and Amazon ads)
Conversion rate optimization

Their SEO reseller services include:

White-label link building
White-label SEO solutions
White-label SEO software
White-label PPC services

Linkgraph practices transparent project-based fees. For example, content strategy costs $500, and local SEO is $150. HARO link-building is one of their most expensive services, at $4,250.

You also have SEO packages and bundles to choose from, and the checkout process is straightforward:

You select the services you need and proceed to payment.

Alternatively, you can book a demo so a Linkgraph SEO expert can help you choose the right tools.

Pricing: Project-based

4. DashClicks: Affordable All-In-One Platform

DashClicks’ unique selling point is cutting-edge technology.

This white-label SEO firm promises to enhance their clients’ lead generation plans with innovative apps. As a result, DashClicks claims their clients’ pipelines will “fill up faster than you ever thought possible.”

DashClicks’ white-label SEO reseller and content services include:

Website optimization
In-depth analytics platform
Keyword tracking
Competitor analysis
Backlink services
Ads on Facebook, TikTok, and Google
Listings for local awareness
Content production and optimization
Social media management
And more

DashClicks’ pricing is enticing, at just $99/month, with full access to all the platform’s features. You also get unlimited accounts and users.

On the downside, you will only access their white-label dashboard for this price – not have someone else do the job for you.

If you want white-label Fulfillment Services, the DashClicks Pro subscription gives you access to their fulfillment services.

If you’re unsure, take the platform’s 14-day free trial. The best part is you don’t have to add your credit card details.

Pricing: $99/month for the platform + customized for the white-label Fulfillment Services

How to Expand Your Agency with White-Label SEO

White-label SEO resellers offer a neat opportunity to grow by expanding your array of services.

You can even find affordable white-label SEO platforms for one-off projects, like DashClicks. That way, you can avoid expensive SEO software subscriptions while still delivering high-quality SEO to your clients.

By comparison, Blue Things is a trustworthy white-label agency that can handle your entire SEO management, or specific niches, such as content production, HARO, link-building, and technical SEO.

Remember, our sister agency, inBeat, trusted us, and we generated $4,000,000 in pipeline value for it.

Book a free strategy call and learn how we can help you achieve your business goals.

FAQ: White-Label SEO

What is white-label SEO?

White-label SEO is when an agency provides SEO services that another company can rebrand as their own. The agency does the work—keyword research, link building, technical SEO—but the client-facing business takes full credit without revealing the third-party provider. This allows marketing agencies, web design firms, and PR companies to offer SEO without building an in-house team.

What is a white-label example?

A marketing agency that sells SEO services under its own brand but outsources all the actual SEO work to a white-label provider is a classic example. For instance, a web design agency might offer “SEO optimization” as part of their packages, but the actual work is done by an SEO specialist company in the background.

What is grey-label vs. white-label?

White-label SEO is completely rebranded—the client has no idea another company is doing the work. Grey-label SEO, on the other hand, means the provider is somewhat visible. For example, an agency might say, “We partner with top SEO experts” instead of fully rebranding the service as their own.

What are white-label backlinks?

White-label backlinks are link-building services provided by an SEO agency but resold under another company’s brand. Instead of manually building links, an agency buys backlinks from a white-label provider, who then secures placements on high-authority websites without branding their work.

What is black labeling?

Black labeling isn’t an official industry term, but some use it to describe hidden outsourcing with poor transparency—like a business presenting work as in-house when it’s low-quality outsourced SEO with no client oversight. Unlike white-label SEO (which is ethical and transparent to the reseller), black-label services cut corners and often use spammy tactics that can lead to penalties.