White label SEO management can be a powerful tool for agencies to expand service offerings without the in-house burden, but get it wrong and it can sour relationships fast. So how do you pick between providers and successfully value what can often be a slow burn process?
What is good White Label SEO Management?
Hiring a third party to handle your clients SEO needs involves a LOT of trust. Google performance can make or break pretty much any company so a poor handling of SEO can jeopardize a client relationship - but the flipside of these risks is the opportunity for equally large rewards.
Good SEO management of any kind isn’t just about tweaking a few title tags, building a couple of links and calling it a day. Add on the extra layer of a white label relationship and it becomes a delicate dance of client communication, expectation orchestration, and (hopefully) seamless collaboration.
Onboarding: Starting on the right foot
As with anything, first impressions are key, so a good onboarding process is your first sign that your white label SEO service knows what they are doing and values your partnership.
Before diving in (in potentially the wrong direction), they should schedule in-depth meetings to understand each client's current SEO strategy, keyword rankings, and past campaign data. This should culminate in a thorough audit of the current state of the clients’ web properties so the right things can be prioritized.
Once the state of play has been established you’ll need to establish a communication plan that outlines how often you'll connect (with or without the clients). This will be key to transparency and building trust.
Finally there is possibly the most important step, setting goals & expectations. A set of clear, measurable goals are vital in SEO (and digital marketing in general) and you need everyone aligned on what achievable success looks like.
The Art of SEO Client Communication
Clear and consistent communication is the lifeblood of any successful relationship. Here's what your partner should be offering:
Bridging the knowledge gap: Your clients are likely not SEO experts and you shouldn’t have to be either - your partner should provide clear communication with any complex jargon explained in simple language and related directly to the client’s needs.
Regular transparency: reporting cadence should be rigorously maintained and this is not just about celebrating wins - any issues or problems should be given equal attention. Good white label SEO reports do more than just regurgitate numbers, they provide insight into what was done, why and how it will help.
Proprietary reporting: Don’t just settle for reports copy and pasted from an SEO tool you could just pay for yourself. Top partners can provide live dashboards that are designed to be client-facing so no-one needs to wait for the monthly report to land for up-to-date insights.
Proactive problem solving: An ideal partner doesn’t wait for fires. They should anticipate potential roadblocks and communicate potential solutions to clients before they become issues.
Managing White Label Expectations: The Balancing Act
White label (or frankly any form of) SEO isn't a magic bullet. Setting realistic expectations is crucial to getting the best from your partnership. SEO is a marathon, not a sprint: Let clients know it takes time to see significant ranking improvements. If it was easy all their competitors would be doing it too and then everyone would be back where they started.
Google's algorithm updates are irregular and the impacts can be hard to predict. This means strategies often need to pivot and adapt. Make sure your clients know that things can change fast.
A good SEO practice will be basing its decisions on data and the reports they produce should give you (and your client) the ability to do the same. Make sure your key metrics are defined and being reported on.
A Month in the Life of Your White Label SEO Department:
Okay, so you've got the onboarding and communication covered. But what does a typical month look like for managing white label SEO accounts? Here's a broad outline:
Week 1: Audit & Strategy – Audit the clients’ properties and existing reports, assess client goals, and craft a customized strategy to achieve them.
Week 2: Content & Technical fixes – Work with the client on creating SEO-focused content that targets identified keywords and builds topical authority. Begin addressing technical issues discovered in the audit.
Week 3: Link Building – Execute link-building strategies that are ethical and sustainable. Track progress on acquired backlinks.
Week 4: Reporting & Refinement – Review reports with your partner, analyze data, and tweak strategies as needed. Prepare a clear and concise client report.
Remember, this is just a high-level overview and every client will have different needs - not to mention budgets. Your white label partner's expertise will be invaluable in ensuring the right tasks are prioritized.
Getting white label SEO right
The key to masterful white label SEO management lies in strong collaboration. Here's how to leverage your team and white label partner for success:
Dedicated experts: A good white label service will provide a dedicated point person to handle ongoing communication and it might be worth you doing the same. This can streamline communication and avoid confusion.
Use your Clients’ Knowledge: While it might not always feel like it, no-one knows your clients’ businesses better than them. Include them in the content creation process and keyword targets to ensure you are utilizing their expertise.
Not all SEO is the same: If your client has physical locations you will need a partner with local SEO expertise. The rules in some industries can also be very different, if you’re talking about health or wealth - there are higher demands placed on your content.
Embrace ongoing learning: SEO is not a set and forget type deal. Your white label SEO should be keeping up to date on all the latest developments and suggesting adjustments accordingly.
By picking the right partner and managing the relationship correctly, white label SEO management can evolve from an outsourced afterthought to a strategic advantage. Becoming a trusted provider to your clients, getting further buy-in to your services and making a healthy margin while you are doing it.
Partner with an elite white label SEO service
At Conduit Digital we are proud to be a true strategic partner and provide top level services to established agencies and allow them to scale their business. To learn more about partnering your agency with us for white label SEO, schedule a call today.
