Limitations like expertise, time, and staff often hold agencies back from offering money-making services like SEO to their clients. One way to sidestep these limitations is to become an SEO reseller by offering white-label SEO services along with your traditional digital marketing services.
If you’ve explored growing your company by adding SEO to your suite of services but just can’t see it working with your in-house staff, white-labeling may be the best option in terms of scalability.
SEO is well worth offering to your prospects and clients; It has a 76% "effectiveness" score, yet a 59% ‘difficulty’ score in terms of executing campaigns. The value is certainly there for SMBs, but they often can't do it themselves. SEO can be complex, but with white-label, you just need to sell it and let your white-label team handle the fulfillment!
Let’s dive into the world of white-labeling and cover the essentials so you can determine if becoming an SEO reseller is a viable option for you and your agency.
Get the case study: Increasing Organic Website Traffic 56% in 3 Months With White-Label SEO
Get the solutions: Explore white-label SEO solutions in the Vendasta Marketplace
Table of Contents
What is white-label SEO?
White-label SEO solutions can be either an external platform or a service that optimizes your client's digital content. The white-label part means that it’s 100% re-brandable so your company can sell it as your own product. These SEO services are designed to get your local business client found in the SERP and increase their online visibility against the competition.
Offering white-label SEO services means you can sell SEO services to your clients without worrying about fulfillment.
There a couple main white-label SEO options:
- Resellable SEO services: This option involves managed fulfillment, which has a third-party fulfillment team do the heavy-lifting for you.
- White-label SEO software: This option allows your clients to manage their own SEO optimization. The software helps your clients optimize their own content.
Here’s how managed fulfillment works:
- Company A sells white-label SEO services to Company B to resell.
- The Company B then sells the SEO services under their own brand to their Local Business client.
- Company A’s SEO team fulfills the SEO services that the Local Business purchased from Company B. Win-win-win!
The opportunity to sell is huge with SEO. There are over 14 Million SMBs out there across the U.S. who have a website, and most of those would like very much to appear higher in search rankings.
If the concept sounds good, but you’re still a bit fuzzy about what white-labeling actually is and how it works, check out our ultimate guide on white-labeling.
With over 14 Million SMBs across the U.S. who have a #website, the opportunity to sell is huge with #SEO. #ConquerLocal @PatrickJLiddyClick To Tweet
Why do agencies become white-label SEO resellers?
White-label SEO reseller programs allow agencies to offer fully managed SEO campaigns to clients in a cost-effective, hands-off way. This enables the agency to offer value to their clients while freeing up time and company resources to focus on core competencies and company priorities.
1. They want to quickly expand their offerings
Not every agency has the bandwidth to quickly become an expert in SEO by training or hiring an in-house specialist. Whether your prospects won’t hire you unless you offer SEO or your current customers want you to help them improve in local search, white-labeling allows you to increase the scope of your current offerings.
2. They want to land both more and bigger clients
Diversifying offerings by adding SEO reseller services helps agencies attract the attention of bigger fish in the pond who’ll only hire them if the agency becomes more of a one-stop shop. Businesses don’t want to shop around for multiple digital marketing solutions. In fact, our data shows that re-evaluating client needs and subsequently upselling with solutions to solve their evolving problems increases retention by nearly 20%. You need to offer everything they need to keep them around.
3. They want to enhance their company’s brand
Agencies who offer SEO products or services under another brand’s name confuse their clients. While it’s understandable that they’d want to quickly add SEO, their clients may not understand the move and could lose trust in the business. Your clients come to you because they trust you. Putting your trusted brand name on a white-label product or service not only gets your brand name out there more, it further enhances your reputation as a trusted industry player.
4. They want to be seen as a more complete solution
Agencies realize that offering one or two services just doesn’t cut it for SMBs. Businesses want a complete solution from one source or they’ll bounce. The data backs this up: We found that agencies who only sell SMBs one product will lose 70% of their clients within two years. On the flip side, adding just one more product shows an increase in retention rate by 20%, and selling an SMB four products increases retention rate by 80% over two years.
5. They want to be able to focus on their core competency: Sales
Hiring new staff or training current staff to fulfill SEO services for clients is a big commitment in terms of time, energy, and budgeting. Plus, this all takes away from time that could be focused on getting new clients. Agencies turn to white-label SEO reseller packages to skip all that and focus on their business superpowers.
The bottom line is that the market is consolidating, and your agency is more likely to acquire and keep SMB clients when you offer more of the quality solutions that they need.
How one company increased organic traffic by 56% with white-label SEO
When Vendasta’s white-label SEO was offered to a medical clinic (with 11 locations!) through a local agency, the results were impressive: The clinic experienced a 56% increase in daily organic traffic, as well as a 61% increase in additional keyword exposure over the 3 months of the campaign.
The local agency that sold the SEO services to the medical clinic, understood that SEO wasn’t their strong suit—but it could be, by white-labeling. They hired our in-house team of SEO experts to manage and optimize their client's campaigns under their brand.
By utilizing white-label SEO services, they were able to build a much better SERP presence for the medical clinic in some large, competitive cities like Chicago, Las Vegas, Denver, and Charlotte. Meanwhile, the agency made a name for themselves in the area as an SEO expert and gained a nice success story to bolster their reputation and credibility.
Benefits of white-label SEO services
White-label SEO campaigns have big benefits for both you and your clients. With a team of SEO experts at the wheel, you can expect the highest level of campaign optimization and management.
1. Get clients without hiring an in-house team
One of the core benefits of white-labeling is getting a full team of experts on your side without hiring in-house employees. The true cost of hiring a new employee goes far beyond salary: there’s recruiting costs, taxes, benefits, working space, equipment, and more to consider. You don’t have to deal with any of this once you’ve chosen a white-label team to work with.
2. Bundle SEO with other complementary services
Like I highlighted above, adding white-label SEO allows you to become a complete solution for your clients. You can assess your client's needs and bundle SEO with other services they need to succeed.
3. Generate essential organic traffic for clients
SEO is an essential long-term play that pays for itself over time if done correctly. To drive growth, most businesses need organic traffic in their arsenal along with social marketing, reputation, and digital advertising. In fact, while right now only 17% of small businesses invest in SEO, almost 40% plan to use more SEO tactics this year.
4. Outsource complicated offsite SEO tactics to a proven SEO team
SEO is a complex aspect of digital marketing. So many factors affect the success of both organic and local SEO tactics, and it takes constant training and testing to keep up with the persistent changes in search. Delegating this responsibility to a proven SEO team allows you to focus on your agency’s core competencies.
5. Take pressure off costly PPC campaigns
Adwords search campaigns basically do the quick and dirty job that you’d like a successful, sustained SEO campaign to achieve. Both strive to drive traffic to your client's website by targeting relevant keywords. However, you need to keep paying to play with Adwords, while SEO can keep you in the limelight for extended periods without further investment. Having both going for clients is ideal, but effective SEO + some patience can yield sustained traffic for your clients.
SEO services you can resell
It’s best to sell a complete SEO solution to your clients and prospects, but often SMBs won’t need or be able to afford a comprehensive SEO package. The following white-label SEO services are key elements of a best-practice campaign that you could bundle together or resell separately to clients.
White-Label SEO Audits
Your job is to identify all the SEO issues that are holding your clients back from dominating their local SERP and snack pack results. With some SEO skill and a streamlined process, you can do this yourself in about 44 minutes, but having an audit done for you by a white-label SEO team is quicker, more efficient, and requires fewer tools and less expertise.
White-Label SEO Reporting Platforms
For agencies, clear and precise reporting that communicates the value of your SEO campaign is vital. Your customers need to know exactly where their SEO dollars are going. It’s essential to offer a reporting solution that both shows your customers the work that’s been happening in their SEO campaigns and tracks SERP results for their target keywords.
White-Label Link Building
Building links to relevant, reputable websites is a must for any successful SEO campaign. As a task, it also falls into the ‘Trust me, you don’t want to do this yourself.’ category. You also don’t want to choose a solution that puts your client’s website at risk of getting hammered by a Google penalty for unnatural outbound linking. Choosing a reputable white-hat, white-label link building product can save you time and keep your clients safe from pandas, penguins or any other animal Google unleashes.
White-Label SEO Analysis
SEO analysis is another key element to the SEO campaigns you run for your clients. Actions like keyword research, competitor research, user intent analysis, and content mapping with pages and a funnel all factor into campaign and SERP success. These are also all technical tasks that white-label SEO provider/team can take off your plate.
White-Label Local SEO Citations
Citation (brand mention) building is a necessary element of any SEO campaign. Citations help people discover businesses and they also impact SERP rankings. You can add citations on local business directories, websites, and social platforms, but again, for most agencies, white-labeling this type of SEO work is a much more efficient use of time and budget.
So you have white-label SEO options to sell, now here's how to sell them:
For agencies, clear and precise reporting that communicates the value of your #SEO campaign is vital. Your customers need to know exactly where their SEO dollars are going. #ConquerLocal @PatrickJLiddyClick To Tweet
Final thoughts & other white-label services
For many agencies, lack of knowledge, time, and people are common limitations to company growth. White-labeling services like SEO makes it possible to successfully scale your agency despite those limitations.
Plus, SEO is only one of many resellable marketing services you can offer: other possibilities include digital advertising, social media management, content creation, review response, website building, and more.
We offer all of the above at Vendasta, and we’ve partnered and grown with many an agency: