SEO Digital Marketing

What is White Label SEO?

Author: Nico Prins
9 minutes of reading
18. 3. 2024
Table of contents

The online environment is getting more and more saturated. As a result, businesses are forced to improve their visibility through effective search engine optimization (SEO) techniques. For marketing agencies, this means that clients may soon start to demand SEO services. 

If that’s not your area of expertise, the cost of building a new in-house team might be too much to incur. That’s why white-label SEO presents itself as a better alternative.

In this post, we explore what white label SEO is and how you can take advantage of it to satisfy your client base. Let’s get started!

What is White Label SEO?

White Label SEO refers to the process where agencies purchase SEO services from a third party and present them to clients as their own. It’s like buying a product from a manufacturer and selling it under your brand. 

Here’s a scenario to paint a clearer picture:

Imagine you own a content marketing agency that caters to a wide range of clients. Let’s say you specialise in content creation and social media management. Eventually, your client requests that you provide SEO services alongside these digital marketing services. 

Now, assuming you don’t have an in-house SEO team, you choose to partner with another company or a freelancer that specialises in SEO. The company or freelance SEO expert does all the heavy lifting—keyword research, content optimization, link building, and more to boost your client’s search engine rankings. Then, you present the output to your clients as though they are coming directly from your agency. That’s white label SEO at play.

Types of White Label SEO Services

Now, let’s explore the different types of White Label SEO Services that you can use to boost your client’s online visibility and searchability.

1. Keyword Research

Keyword research involves identifying the most effective keywords to target for a client’s SEO campaign, to drive organic traffic. As a white SEO service, keyword research entails:

  • Identifying main keywords that are central to your client’s business and industry.
  • Determining how many people are searching for these keywords to assess their popularity and potential traffic.
  • Evaluating how many other websites are targeting the same keywords to understand the level of competition.
  • Ensuring the keywords are relevant to the client’s content and will drive the right kind of traffic to their site.

Keyword research also involves keeping an eye on keyword trends and providing detailed reports on keyword rankings and recommendations for ongoing optimization.

2. On-Page/Off-page SEO

On-page SEO refers to the optimization of elements directly on a website. The goal is to make the website more search-engine friendly.  With on-page SEO, the tactic is to optimize the HTML source code of a page as well as other key components like title tags, meta descriptions, header tags, and images. 

Off-page SEO refers to actions taken outside of the actual website to impact rankings within search engine results pages (SERPs). The goal of off-page SEO is to increase the site’s trustworthiness and authority by connecting it with other reputable sites on the web. Backlinks, or inbound links from other websites, are a major component of off-Page SEO. 

3. Content creation

Typically, content creation services will involve understanding the needs and interests of your client’s target market— and, based on all of that, developing a content plan which outlines topics, content formats, and schedules that meet your client’s marketing goals. See this example:

Content plan template

Then, the service provider creates content —which could be in the form of a blog post, an infographic, or a video— that captures the audience’s attention. All the while, paying attention to optimizing the content for search engines.

4. Link Building

Link-building services cover the acquisition of backlinks from reputable sources. The aim is to enhance a website’s authority and search engine ranking.

White label link-building service providers help to find potential websites that can provide valuable backlinks and secure a guest posting opportunity for your client’s site. They can also help to list your client’s site on relevant online directories to boost SERP visibility.

5. SEO Reports

SEO reports provide essential insights into the performance of SEO strategies, showing what’s working and what isn’t. These reports come with a wealth of data that can help to better optimize your client’s online presence. For instance, you’ll know which online channels are effectively driving traffic to your client’s site.

White label SEO reports typically include a variety of metrics like traffic sources, keyword rankings, backlink quality, user behaviour and conversion rates. 

Benefits of using white label SEO services

White-label SEO services offer a multitude of benefits for agencies looking to enhance their offerings and grow their business. Some of these benefits include:

Easily expand service offerings 

As an agency, you can broaden your portfolio to include SEO services which are quite high in demand. Then, use white label SEO services to still provide an extensive digital marketing solution to your clients. This way, clients can trust you to handle all their online marketing needs.


Developing an in-house SEO team requires significant investment in terms of recruitment, training, tools, and salaries. 

White Label SEO cost effectiveness

White label SEO services help you to remove these additional costs especially since the service provider is more likely to have the necessary infrastructure and expertise.

Focus on your core competencies 

Outsourcing SEO to a white-label provider allows you to focus on your core competencies, whether web design, PPC, social media, or another area of digital marketing. This ensures that you can continue to deliver high-quality services in your area of expertise while still meeting the SEO needs of your clients.

Access to expertise 

Finally, white label SEO providers are specialists in their field. This means that you can benefit from their expertise, tools, and processes— which are often at the cutting edge of SEO best practices. Such access ensures that your clients receive high-quality services that can genuinely improve their online visibility and ranking.

How to choose a good white label SEO provider

There are a good number of white label SEO providers out there, we’ll see some examples shortly. But before then, let’s talk about some key factors to look out for when choosing one for your agency. 

Track record and experience 

Look for an SEO provider that has a proven track record of success. The experience they have in the industry can be a good indicator of their ability to deliver top-notch results. You’d be able to discover this by checking their portfolio. That’s something that the SEO provider would typically showcase on their website if they have one– as they should (if it’s an agency). 

For example, SEO service provider, Boostabilty, has a website that showcases their expertise. The home page of this site also has testimonials from satisfied clients.

White Label SEO agency

If it’s a freelancer, they should have a significant portfolio on professional platforms like LinkedIn. Or, on a landing page they created with tools like Leadpage, Unbounce or some other Leadpage alternatives. The bottom line is that you should be able to see some proof of expertise.

You can also look out for client reviews and testimonials, especially on third-party platforms like their G2, Capterra, or TrustPilot for agencies. And, Upwork, LinkedIn, or Fiverr for freelancers. Google business profiles are great to check as well.

Transparency and Reporting

A good white label SEO provider should be transparent about their methods and strategies. For instance, if they’re working with any generative AI tools, that’s something you should know about.

The SEO providers should also be willing to provide regular, detailed reports that not only show rankings and traffic but also give insights into what they are doing and why. This is how they can gain your trust. It also allows you to keep your clients informed about the progress of their campaigns.

Your provider should be responsive and available to answer questions or address feedback that may come from your clients. They should have clear channels of communication and a support system in place to assist you whenever needed.

SEO Service Quality

Also, you need to ensure that your provider uses ethical, white-hat SEO techniques that adhere to search engine guidelines. Preferably, their white label services should be comprehensive, covering all aspects of SEO, including on-page optimization, content creation, link building, and technical SEO. 

Additionally, your SEO partner should be able to offer customizable white label SEO packages that can be tailored to fit the specific requirements of your clients. They should be flexible and willing to adjust their strategies as needed.

Pricing Structure

Finally, your provider’s pricing should be competitive. You should also be able to get good value for the money you spend. It’s best if the pricing is structured in a way that allows you to mark up their services and make a profit.

Examples of white label SEO providers

Moving forward, here are some notable white label SEO providers that you can look out for:

Marketing Miner

Marketing Miner is an amazing white-label solution that gives you access to various features like keyword research, SEO audits, rank tracking, and competitor analysis. 

Marketing Miner white label SEO toolMarketing Miner can also help you improve bulk SEO analysis and reporting. For instance, the Export button in the rank tracking section allows users to seamlessly connect their rank tracking data to Looker Studio (formerly Google Data Studio). 

You can also use the SEO API for custom integrations. This feature enables you to create detailed, white label SEO reports that can be branded and presented to clients.

Marketing Miner pricing

Marketing Miner also has a free plan that you can start with to explore its potential. You can also get a custom plan for as low as $13 monthly. Additionally, there’s a more comprehensive plan that allows you to run larger projects.

Try Marketing Miner now:

SEO Reseller

SEO Reseller is a white label agency that provides a variety of SEO services like link building, content optimization, and technical SEO. 

SEO reseller

SEO reseller offers different packages. Each of them allows you to work with a team of professionals like digital marketers, writers, or editors. These professionals work for a particular set of hours monthly. Here’s a breakdown of these packages:

  • SEO Plus - offers 30 hours of work monthly
  • SEO Premium - up to 40 hours of work monthly
  • SEO Prime - up to 50 hours weekly 

SEO Reseller also offers consulting services that allow you to access SEO audits, plans, reports, and expert recommendations. You can also apply for a free quote on their site if you wish to work with them. 


The HOTH is known for its high authority backlinks and optimized content services. They offer a managed SEO service where they pair clients with a dedicated Campaign Manager to execute a monthly battle plan, aiming to increase traffic and rankings. The HOTH also has a dedicated white-label SEO reseller program that you can work with.

HOTH SEO reseller

The HOTH serves a dual audience: individual businesses seeking SEO services and SEO agencies looking to resell their services. They also tailor prices and services according to your budget.


White-label SEO services allow you to deliver quality services to your clients without incurring excessive costs. It’s also an effective way to save time and resources as a marketing agency. 

As an agency, you can outsource SEO services like content creation, link building, onsite/off-site SEO, keyword research, and SEO reports. This typically depends on specific needs that your clients may have. 

When choosing a white-label partner, you should look out for factors like track records, expertise, quality of service, and pricing. 

You can also opt for working with a white-label SEO product like Marketing Miner which gives you access to remarkable SEO features like keyword research, SEO audit, Rank tracking, competitor analysis and SEO reporting.

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