What is White Label SEO? A Guide for Small Businesses

Jordan Sternberg

By Jordan Sternberg - Published March 26, 2024

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Key Takeaways:
  • White label SEO involves an SEO provider offering services to clients under another company's brand.

  • When evaluating SEO companies, look for transparency, expertise, and a track record of success.

  • Small businesses can start their SEO journey with free tools like Google Search Console and optimizing their online profiles.

What is SEO?

Search Engine Optimization (SEO) is the practice of improving a website's visibility and ranking in organic (non-paid) search engine results pages (SERPs). SEO involves optimizing various on-page and off-page elements to make a website more attractive to search engines like Google, ultimately driving more relevant traffic to the site. Due to net neutrality laws, internet service providers (ISPs) are required by law to treat all online content equally and cannot bias internet content meaning any content on the internet has a chance to be shown in search as long as they are SEO optimized and rank highly for the given keyword search.

The goal of SEO is to help search engines understand what a website is about and determine its relevance and authority for specific search queries. By implementing effective SEO strategies, businesses can improve their online visibility, attract more qualified leads, and ultimately grow their customer base.

Some key components of SEO include:

  1. Keyword research and optimization

  2. On-page optimization (e.g., title tags, meta descriptions, header tags)

  3. Content creation and optimization

  4. Link building and backlinking strategies

  5. Local SEO and Google Business Profile optimization

  6. Technical SEO (e.g., site speed, mobile-friendliness, structured data)

By focusing on these areas, businesses can create a strong foundation for their online presence and improve their chances of ranking higher in search results for relevant queries.

What is White Label SEO?

White label SEO is a business arrangement in which an SEO service provider offers their expertise and services to clients under another company's brand. In essence, the SEO provider acts as a silent partner, delivering the work while allowing the client-facing company to present the services as their own. This model enables agencies and other businesses to offer SEO services to their clients without having to build an in-house SEO team.

Evaluating SEO Companies: Dos and Don'ts

When considering partnering with an SEO company, whether through a white label arrangement or directly, it's crucial to conduct thorough research to ensure you're working with a reputable and effective provider. Here are some dos and don'ts to keep in mind:


  1. Look for transparency: A trustworthy SEO company should be open about their strategies, techniques, and deliverables.

  2. Check for expertise: Ensure the company employs experienced professionals with a deep understanding of SEO best practices.

  3. Seek proof of success: Ask for case studies and references that demonstrate the company's ability to deliver results.

  4. Understand the contract: Carefully review the terms of service, including pricing, deliverables, and timelines.


  1. Fall for guaranteed rankings: No SEO company can guarantee top rankings, as search algorithms are constantly evolving.

  2. Ignore communication: Clear and consistent communication is essential for a successful SEO partnership.

  3. Prioritize quantity over quality: Avoid companies that focus on vanity metrics like keyword rankings rather than meaningful results like organic traffic and conversions.

  4. Neglect your own research: Take the time to educate yourself on SEO basics to better understand the services being provided.

SEO for Small Businesses: Low-Cost and Free Options

While working with an SEO company can be beneficial, small businesses can also take advantage of low-cost and free options to kickstart their SEO efforts. Some effective strategies include:

  1. Set up Google Search Console: This free tool helps you monitor your website's performance in Google search results and identifies issues that may impact your rankings.

  2. Optimize your Google Business Profile: Claim and optimize your Google Business Profile (formerly Google My Business) to improve your local search visibility and attract more customers.

  3. Leverage online directories: Ensure your business is listed accurately and consistently across online directories like Yelp, Bing Places, and industry-specific platforms.

  4. Encourage customer reviews: Reviews on your Google Business Profile and other platforms can boost your local search rankings and build trust with potential customers.

  5. Collaborate with colleagues: Reach out to partners, suppliers, and other businesses in your network to secure quality backlinks to your website.

  6. Create a sitemap: A sitemap helps search engines understand the structure of your website and discover new pages more easily.

  7. Focus on on-page optimization: Optimize your website's title tags, meta descriptions, header tags, and content to target relevant keywords and provide a user-friendly experience.

By implementing these strategies, small businesses can lay a solid foundation for their SEO efforts and start attracting more organic traffic to their websites.


White label SEO can be a valuable solution for agencies and businesses looking to offer SEO services without building an in-house team. However, it's essential to carefully evaluate potential partners and prioritize transparency, expertise, and a proven track record of success.

For small businesses just starting with SEO, low-cost and free options like Google Search Console, Google Business Profile optimization, and online directory listings can provide a strong foundation for organic growth. By combining these strategies with ongoing learning and collaboration, small businesses can gradually improve their search engine visibility and attract more qualified leads to their websites.

Jordan Sternberg

Article by

Jordan Sternberg

Technology executive with experience in a multitude of disciplines ranging from marketing to product development, sales, and beyond. Jordan is a renowned leader and small business expert who is currently serving as EVP of Strategy & Business Development at Growthware where he is one of the cofounders.

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