We white-label for 40+ agencies. Some started outsourcing their entire SEO delivery. Some kept their senior team and shipped us the execution work. The ones who grow fastest (and keep the most margin) follow a clear 80/20 split. Here's the playbook.
The setup: your agency, your client, our delivery
White-label SEO means: your client thinks your agency is doing the work. We do the work. You keep the client relationship, the brand, the margin. The deliverables come back to you in your template, on your domain, with your voice. You approve before it goes to the client.
The economics: agencies typically charge $1,500-3,000/mo per client for SEO. Our white-label rate starts at $200/client/mo at scale. The agency keeps $1,300-2,800/client/mo of margin — that's 60-70% — without staffing an SEO team.
What to keep in-house (the 20%)
Senior strategy, account management, sales, and the client relationship. Concretely:
- Sales calls and the first strategy conversation
- Quarterly business reviews with the client
- Account management and the client's perception of value
- Brand voice and what the deliverables look like in your template
- Final approval on any deliverable before it goes to the client
These are the things that are hard to outsource because they depend on the relationship your agency has with the client. They're also the highest-margin work — the strategic conversations, the upsell moments, the renewals.
What to ship to us (the 80%)
The execution work. The stuff that takes 20+ hours per client per month when you do it manually:
- Technical SEO audits and ongoing monitoring
- Keyword research and content briefs
- Content writing (AI-drafted, human-edited to your voice)
- On-page optimization and internal linking
- Local SEO (citations, GBP, review strategy)
- Schema markup and structured data
- Monthly reporting and dashboards
- Link outreach (when you don't have an in-house link team)
All white-labeled. You set the deliverables per tier, we ship to your spec, you QA and approve. Most agencies take 60-90 minutes of senior time per client per month on top of our work — that's it.
The 80/20 that actually works
What we ship to you
- Monthly content batch (4-8 blog posts per client, in your brand voice)
- Technical audit and ongoing monitoring
- On-page optimization and internal linking
- Local SEO deliverables
- Schema markup
- White-labeled PDF report
What you keep in-house
- Senior strategist who owns the client relationship
- Account manager for monthly calls and QBRs
- Sales team for the new client wins
- Final QA and brand voice enforcement
- Upsell conversations (SEO → website → paid → social bundles)
What you should NOT white-label
Three things.
- The first strategy conversation with a new client. The agency needs to own this — it's where the trust is built and the upsell happens. If we show up to the first call, the client sees us as the real agency, and you become the middleman.
- The quarterly business review. This is where you turn a 1-service client into a 4-service client. Never hand it off.
- Anything that involves the client's CFO, founder, or business strategy. SEO is a tactic, not a strategy. The agency's job is to keep the strategy conversation in-house.
The pricing math
Let's say you charge your client $2,000/mo for SEO. Our white-label rate is $200-500/client/mo (tiered). Your margin per client is $1,500-1,800/mo. At 20 active clients, that's $30K-36K/mo in margin on a delivery model that costs you 60-90 minutes of senior time per client per month.
Compare that to staffing one in-house SEO at $5-7K/mo. With one hire, you can serve 5-10 clients before the math gets ugly. With our model, you can serve 50+ without adding headcount.
Getting started
If you want to white-label with us: book a 15-min intro call, we'll send you a partner agreement and a sample of our white-labeled deliverables. You pick 1-2 clients to start with, we ship the first month's work in 14 days. If it works, you scale. If it doesn't, you don't renew.