What is white label SEO? How it works for agencies
White label SEO is when an agency sells SEO to its clients under its own brand, while a partner company does the work behind the scenes. The agency keeps the client relationship and sets its own price. The partner delivers audits, content, links and reports in the agency's branding and never contacts the client.
How white label SEO works
- The agency wins the client and agrees the scope and price.
- The agency briefs the partner with the client's goals, website and access.
- The partner does the work: audit, keyword map, on-page fixes, content and links.
- Reports go to the agency in the agency's template or with its logo.
- The agency presents the results to the client as its own work.
The client deals only with the agency. The partner works under a non-disclosure agreement and a clause not to approach the agency's clients.
What can be white labelled
- Monthly SEO retainers
- Technical SEO audits
- Local SEO and Google Business Profile management
- Content writing and blog management
- Link building and digital PR
- AEO and GEO for AI search
- Google Ads and Meta Ads management
White label, private label and reseller: the difference
| Model | Whose brand the client sees | Who talks to the client |
|---|---|---|
| White label | The agency's | The agency only |
| Private label | The agency's, with custom deliverables made for it | The agency only |
| Reseller or referral | Often the provider's | The provider, sometimes directly |
In everyday use, white label and private label mean much the same thing.
How pricing works
The partner charges the agency a fixed monthly price per client. The agency charges its client whatever it chooses, and the difference is the agency's margin. Because the partner's price is known in advance, the agency can quote with confidence. Our white label price for an SEO plan is $159 a month per client, with AEO and GEO at $99 each.
Benefits for an agency
- Sell SEO without hiring a team or paying for tools.
- Scale up or down as clients come and go.
- Offer more services such as technical audits or AI search optimisation.
- Keep the relationship. The client stays yours.
Risks, and how to manage them
- Quality you cannot see. Ask for every link and every article, and review samples before you sign.
- Your client contacted by the partner. Put a non-solicitation clause in writing.
- Slow replies when the client is waiting. Agree response times and a named contact.
- Accounts owned by the partner. Keep client accounts in the client's or agency's name.
What to check before choosing a white label SEO partner
- Sample reports you would be happy to put your logo on
- A clear method for building links, with examples
- Writing samples in your clients' language and market
- Monthly terms without long lock-ins
- A signed NDA and non-solicitation agreement
Sitesetu works as a white label partner for agencies in the US, UK, UAE, Australia and Canada. See SEO outsourcing and white label, or read how to outsource SEO.
Quick answers
What is white label SEO?
White label SEO is SEO work done by a partner company and sold by an agency under the agency's own brand. The client deals only with the agency.
Is white label SEO legal?
Yes. It is a normal subcontracting arrangement. The agency is responsible for the work it sells, so it should check the partner's methods and quality.
How much does white label SEO cost?
Partners charge agencies a fixed monthly price per client. Sitesetu charges $159 a month for SEO, and the agency sets its own price to the client.
Will my clients know I use a white label partner?
Not from us. Reports carry your branding, we never contact your clients, and we sign an NDA and non-solicitation agreement.
Services mentioned in this article
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