What Is White Label SEO?

If you’re running a marketing agency, you’ve probably had this moment:

A client asks for SEO… and you could deliver it… but you don’t have the in-house time, team, or systems to do it properly.

That’s where white label SEO comes in.

White label SEO is when an SEO provider delivers SEO work for your clients under your agency’s branding. You keep the client relationship. The provider does the fulfilment behind the scenes.

At Slingshot, we don’t use white label SEO for our own direct clients - we do everything in-house - but we do offer white label SEO to other agencies who want reliable delivery without the stress.

White label SEO services

White label SEO usually includes a mix of the same building blocks you’d expect from a standard SEO campaign, just delivered “behind the curtain”.

Typical white label SEO services include:

• Keyword research and SEO strategy

• Technical SEO fixes (speed, indexing, structure)

• On-page optimisation (titles, headings, internal links, content improvements)

• Content writing (service pages, location pages, blog posts)

• Link building / authority building

• Local SEO (Google Business Profile optimisation, citations)

• Monthly reporting (rankings, traffic, leads, actions)

If you’re selling SEO but outsourcing the fulfilment, the key is making sure the provider’s deliverables match what you’ve promised your client - and that the work is consistent month after month.

Slingshot’s own SEO process for trades businesses includes competitor analysis, website improvements, Google Business Profile optimisation, content work, backlinks, and ongoing reporting.

White label SEO for agencies

White label SEO is built for agencies that want to:

• Offer SEO without hiring a full in-house team

• Protect margin while scaling delivery

• Keep everything under their own brand

• Reduce fulfilment headaches and account-manager “telephone game”

The agency stays front-facing: you manage the relationship, handle comms, set expectations, and guide strategy. The SEO partner does the doing.

At Slingshot, we’re big on direct contact and plain-English updates (no ticket systems, no layers). That same approach matters even more in white label, because your reputation is on the line.

White label SEO reseller

You’ll also hear white label SEO called SEO reseller services.

It’s the same concept, but the “reseller” wording usually implies a more productised package - for example:

• Bronze / Silver / Gold deliverables

• Fixed monthly work blocks

• Set reporting templates

• Pre-defined link building quantities

There’s nothing wrong with productised SEO, but be careful: SEO isn’t a one-size-fits-all job.

If the provider is delivering the exact same checklist to every client (regardless of niche, location, competition, or website quality), it can become a race to the bottom - and that tends to end with unhappy clients.

White label SEO vs in-house SEO

Here’s the straight comparison.

In-house SEO (agency-delivered):

• More control over quality and process

• Easier collaboration between SEO, dev, content, paid, etc.

• Higher overhead (hiring, training, systems, management)

• Harder to scale quickly

White label SEO (outsourced fulfilment):

• Fastest way to add SEO as a service

• Lower overhead (no new hires needed)

• Easier to scale delivery

• Quality depends entirely on the provider’s systems

Slingshot was built around being hands-on and transparent - “real people, real support, real results.” For our direct clients, we keep that delivery in-house. But for agencies who need fulfilment support, white label can be the practical option if it’s done properly.

White label SEO pricing

White label SEO pricing normally falls into one of these models:

1. Fixed monthly package (e.g., £X/month for a defined set of deliverables)

2. Tiered packages (local vs national, light vs aggressive link building, etc.)

3. Custom retainers (based on workload, competition, and goals)

The pricing isn’t the only thing that matters.

What matters is whether the provider is actually doing the work that moves the needle - and whether they’re tracking meaningful outcomes (leads, calls, enquiries), not just vanity metrics.

Slingshot’s own reporting focuses on clear, plain-English numbers: rankings, traffic, contacts, and Google Business Profile actions.

White label SEO reporting

Reporting is where a lot of white label relationships fall apart.

Your clients don’t just want a PDF full of charts. They want to know:

• What changed this month?

• What results did it create?

• What’s the plan next month?

• Are we getting more enquiries?

Strong white label SEO reporting should include:

• A simple summary (what was done + why)

• Keyword movement (but tied to intent, not just “more keywords”)

• Traffic trends (and which pages are contributing)

• Conversions (forms, calls, emails, GBP actions)

• Next steps and priorities

If the provider can’t explain results clearly, you’ll end up doing damage control - and that’s the opposite of scalable.

The benefits of white label SEO

When it’s set up properly, white label SEO is a solid way to grow an agency.

Main benefits:

• Speed to market: you can sell SEO right away

• Lower overhead: no hiring, training, or team management

• Scalability: fulfilment can grow with your client list

• Focus: your team can stay focused on sales, accounts, and client experience

The risks of white label SEO

It’s not all upside. The risks are real — and avoidable.

Common pitfalls:

• Low-quality fulfilment that hurts your reputation

• Weak communication (you can’t answer client questions because you don’t know what’s happening)

• Cookie-cutter SEO that doesn’t match the niche or location

• Unclear ownership (who speaks to the client, who sets strategy, who handles emergencies?)

• Link building issues (spam links, risky tactics, vague reporting)

If you’re going to outsource SEO delivery, the provider’s standards become your standards.

How to choose a white label SEO provider

If you’re evaluating a white label SEO partner, ask these questions before you sign anything:

1. What exactly gets delivered every month? (not “we do SEO”, but the real list)

2. How do you handle strategy? (is it tailored per client or templated?)

3. Who writes the content — and can I review it?

4. What link building methods do you use? (and can you show examples?)

5. What does reporting look like? (and does it include leads/conversions?)

6. What do you need from my agency to succeed? (access, approvals, timelines)

7. Can you show proof of results?

Slingshot’s case studies are built around measurable outcomes - growth in clicks, impressions, rankings, and lead quality - not just “busy work.”

White label SEO with Slingshot Marketing

Slingshot was founded to offer a more transparent, hands-on way for businesses to grow online - without the vague promises and faceless agency experience.

For our direct clients, that means we handle everything ourselves.

For agencies, it means you can plug into a team that already delivers:

• SEO built around real lead generation (not traffic for traffic’s sake)

• Clear communication and reporting in plain English

• A process that covers the full picture (technical, content, authority, conversions)

If you want to sell SEO confidently - without hiring a full team - white label fulfilment can be the bridge between where you are now and where you want your agency to be.

Want to talk white label SEO?

Call 07480 800643 or email contact@slingshot-marketing.co.uk.

We’re based in Congleton, Cheshire, and we support businesses across the UK.