This case study documents a twelve-month white-label partnership with a Singapore web design and digital agency. The agency builds websites for SMEs, and many of those clients asked for SEO once their new site went live. The agency wanted to sell SEO under its own name and keep the client relationship, but it did not have SEO specialists on staff. Building that team would have taken a year and a steady flow of clients it did not yet have.
Before the partnership, the agency had passed SEO work to a rotating group of freelancers. Quality varied from client to client, reports looked different every month, and its account managers spent hours chasing updates and rewriting them before sending. In the previous year, only 5 of the 9 clients who bought SEO had renewed. The agency was starting to see SEO as a risk to its web design relationships rather than a way to grow them.
We agreed the service tiers the agency would sell, what each tier includes and the turnaround for each type of task. The agency set its own prices to its clients. Both sides signed a mutual NDA. We set up a shared project board, an intake form for every new end client, and access through the agency's own accounts so that no end client ever had to add an outside company. We built a report template in the agency's brand, with its logo, colours and contact details.
Clear tiers and turnaround times meant the agency could quote SEO with confidence. Working through the agency's accounts and brand kept the client relationship entirely in its hands from day one.
For each end client, we ran a technical audit, researched the searches their customers use and mapped keywords to existing or new pages. We wrote a 90-day plan in plain language that the agency's account manager could present as their own. The portfolio covered a mix of local service businesses, B2B firms and small online retailers, so each plan was built for that client's market rather than copied from a template.
End clients judge an agency by the first plan they see. A specific, well-reasoned plan presented by the agency's own team set expectations early and gave the account managers confidence in what they were selling.
We carried out the on-page work, content, local SEO and link building for every end client each month. Because the partner is a web design agency, its own developers made the technical changes. We wrote clear specifications for each fix and checked them after release. New clients were onboarded through the same intake form and audit process, taking the portfolio from 3 to 11 end clients over the year.
Splitting the work this way played to each side's strengths. The agency's developers already knew every site they had built, and we focused on the SEO decisions and the content. One process for every client kept quality steady as the portfolio grew.
Every end client received a monthly report under the agency's brand, showing rankings, organic traffic, leads and the work completed. SSA's name does not appear anywhere in the reports. The agency's account manager is the only point of contact for end clients. We never contact an end client unless the agency asks us to, and when it does, we join calls as part of the agency's team. We sent the agency a short internal note with each report, covering what to highlight and any risks to raise.
Agencies need to know their client relationships are safe. A strict communication rule and reports the agency could send without editing removed the two biggest worries it had with freelancers, and cut the time its team spent on SEO from 9 hours to 2 hours per client a month.
A second specialist reviewed every deliverable before it went out. We set up ranking and traffic alerts for each end client so that drops were spotted within days. Every quarter, we met the agency to review the whole portfolio, flag any client at risk of leaving and agree what would be done about it before renewal came up.
Retention depends on catching problems before the end client does. Quarterly reviews let the agency step in early with clients whose results were slower, which is a big part of why 10 of the 11 end clients stayed.
White-label SEO only works when the partner agency stays in control. These four rules shaped the whole partnership.
The agency sets the prices, sends the reports and speaks to its clients. We never contact an end client unless the agency asks, so its client relationships stay its own.
Every client goes through the same intake form, audit and 90-day plan. That kept quality steady as the portfolio grew from 3 to 11 clients, without the agency having to manage each one closely.
Reports arrive in the agency's brand, written in plain language, with a short internal note on what to highlight. Account managers no longer spend hours rewriting updates before sending them.
Second-person reviews, ranking alerts and quarterly portfolio reviews meant slow results were flagged months before renewal, while there was still time to fix them.
If you resell SEO, keep the client relationship and the brand in your hands. A white-label partner should work through your accounts, report under your name and never contact your clients without your agreement.
Use one documented process for every end client. Consistent audits, plans and reports are what let a small agency scale SEO without quality slipping from one client to the next.
Review the whole portfolio regularly, not just individual clients. Catching slow results early is what protects renewals.
White-label SEO is when an SEO provider does the work and the partner agency sells it under its own brand. The agency keeps the client relationship and sets its own prices, and the provider handles audits, content, technical SEO, links and reporting behind the scenes.
Not unless you want them to. Reports go out under your brand, we work through your accounts, and your account manager is the only point of contact. We never contact your clients unless you ask us to, and if you do, we join as part of your team.
Each end client gets a monthly report in your agency's brand showing rankings, organic traffic, leads and the work done. You also get a short internal note with each report covering what to highlight and any risks to raise with the client.
Access to each client's website, Google Search Console and Google Analytics through your own accounts, your brand kit for reports, and a short intake form for each client. We then deliver an audit and a 90-day plan that you present to your client.
Talk to us about reselling SEO under your own brand. We will walk you through how onboarding, reporting and communication work, and audit one of your client sites so you can see the quality of the work before you commit to anything.
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