I deliver white label SEO services for digital marketing agencies, web designers and consultants across Australia. You keep the client relationships and your brand, and I handle SEO delivery behind the scenes. I'm Caleb, a local SEO specialist with 7+ years' experience, and I currently deliver white label SEO for a digital agency.
By Caleb Johnstone, Local SEO Specialist · Updated October 2026
White label SEO is when an agency sells SEO services under its own brand while a specialist partner does the tasks behind the scenes. The agency owns the client relationship, the pricing and the billing. The partner handles the keyword research, on-page optimisation, Maps listing work, link building and technical SEO. It's sometimes called being an SEO reseller.
White label local SEO focuses on the work that gets businesses found in their area: map results, location pages, reviews and citations. It suits a digital marketing agency or web design team whose clients are trades, professional services and others that rely on customers nearby.
Most agencies that sell SEO either build an in-house SEO team or partner with a specialist provider. A white label partner lets you grow your SEO services without the overhead, and gives your team support on the strategies and technical work they don't have time for.
Building an in-house SEO team takes time, training and salaries, and it's hard to keep busy when client numbers change. White label SEO services let you add SEO to your services and scale delivery as you sign more clients, without the cost of extra staff. It's a quality, low-risk way to start offering SEO.
Many of your clients already ask about Google rankings and online visibility. If you build websites or run paid ads, SEO is a natural next step for growth. White label SEO adds monthly revenue and supports your other digital marketing without taking your focus away from what you do best.
Local search has its own skill set: map rankings, location pages, reviews and citations. I've focused on SEO for local businesses for 7+ years, both inside SEO firms and on my own, so your clients get real expertise from someone who has worked in an SEO agency, not a generalist.
Your customers deal with you and your branding. I don't contact your clients unless you ask me to, so the client relationships and the communication stay with you.
I personally handle the SEO audits, SEO strategy, content briefs and reporting, with a freelance copywriter and developer helping on implementation. You always know who is working on your clients' campaigns, and you can talk to me any time.
The scope depends on each campaign's goals, competition and budget. These are the main parts of the white label services I deliver, designed around local search.
A full review of the website, Google profile, backlinks and competitors, with clear priorities you can present as part of your own plan.
Keyword research to find the searches most likely to turn into enquiries and sales, mapped to the right pages on the client's website.
On-page SEO: titles, headings, internal links and content briefs that optimise each page for the right keywords and answer what customers search for. Better content also helps conversion, not just rankings.
Google Business Profile optimisation: categories, services, photos and a review process to improve visibility and increase enquiries from the map results.
Technical SEO: speed, crawlability, indexing and schema fixes so search engines can find and understand the site, built around SEO strategies that work for competitive local markets.
Link building and local citations: relevant links and consistent business details across directories to build authority, trust and organic traffic over time.
We talk about your agency, your clients and the SEO services you want to sell. I'll be upfront about what I can take on and how my approach works.
For each new campaign, I run a site review and recommend a strategy and scope. You present it to the client however suits your brand, as part of your own plan and strategies.
I complete the agreed tasks each month and keep you updated on what's done, what's next and anything you need from the client.
You get the results and a summary of the month's work, including rankings, traffic and performance insights, ready to pass on under your brand.
Good white label SEO depends on clear communication. You'll always know what's happening on each campaign, so you're never caught out when a client asks a question. I can fit around your existing project tools and reporting schedule rather than adding another system to manage.
Reports focus on what clients care about: rankings, organic traffic, enquiries and the tasks completed. White label SEO reports should be easy to read and easy to forward. That makes it easier for your account managers to show the value of SEO, and gives your team quick access to the numbers when a client calls.
Search is changing. Google's AI Overviews and tools like ChatGPT now answer many questions directly, and they often cite pages that already rank well. The same fundamentals still apply: helpful content, a clear site structure, strong reviews and trusted links. I build those into every campaign so your clients are ready for AI search as well as the classic search engine results.
I currently deliver white label SEO for a digital agency, including SEO for a home builder. Because it's white label SEO, I don't publish case studies for it, but I'm happy to talk through how those campaigns are going on a call. Before starting Local SEO Specialist, I worked inside SEO agencies on campaigns for law firms, dental practices and trades, so I understand deadlines, account management and client expectations from the inside.
It's SEO delivered by a specialist partner and sold by an agency under its own brand. The agency keeps the client, and the partner does the SEO behind the scenes. White label SEO lets agencies offer a complete set of digital services.
Not unless you want them to. Your agency owns the relationship, and I only get in touch with your clients if you ask me to.
The terms are mostly used to mean the same thing: an agency resells SEO services that a partner delivers under the agency's brand. Some white label providers are large teams, while I'm a specialist who works with a small number of agencies.
It depends on the scope of each campaign. I quote per client after reviewing their site, so you can set your own pricing and margins.
Mostly local service companies, including trades, home builders, law firms, dental practices, insurance brokers and other service businesses.
Yes. I'm based on the Gold Coast and support agencies across Australia over video calls, email and shared project tools.
Tell me about your business, your brand and the clients you want to offer white label SEO services to. I'll tell you honestly whether I'm a good fit, with no hard sell.
See my SEO services, or how I help tradies, lawyers and dentists.
