What is white-label SEO, and when does it make sense for an agency?
Short answer
White-label SEO is search work delivered by a specialist under another agency's brand. It makes sense for web, development and paid media agencies whose clients ask for SEO or AI visibility, when hiring a senior specialist in-house would not be kept busy.
How it works
The agency keeps the client relationship and sells the work. The specialist delivers audits, fixes or content to the agency, branded or unbranded, and stays invisible to the client unless the agency wants otherwise.
What to agree first
- Which deliverable types are included and their turnaround
- Branding, and who presents results to the client
- Confidentiality and a no-solicitation clause
- Partner pricing that leaves the agency a margin
When it is the wrong choice
If search is the agency's core offer, outsourcing it long term leaves the agency without the expertise it sells. White-label suits agencies for whom search is a complement, not the product.
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