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  • White Label Link Building

    White Label Link Building: Pros & Cons of of White Label Backlink Services

    Joining a white label SEO reseller program could be the best decision your digital marketing firm has ever made—but building links as a reseller isn’t a guarantee.

    Not every white label link building or SEO program is created equal.

    If you’re the owner of one or more digital marketing agencies, you have a few options when it comes to servicing link building requests for your clients’ SEO:

    1. Establish your own in-house outreach team for link building, hire writers and build links through a streamlined process OR
    2. You can outsource your link building to a white label SEO agency

    And, even the best search engine optimization (SEO) agencies have their proverbial warts.

    A marketing agency might naturally wonder:

    • Why do private label link building companies get such a bad wrap?
    • Doesn’t white-labeling your backlink development services cut heavily into your own margins?
    • If I can do it myself, why would I outsource my direct client link building work to some white label agency?
    • What if the quality of the outsourced, white label agency is shoddy and the links they build are sub par?
    • What factors should you consider when hiring a white label SEO reseller services provider, so you can maximize your clients’ SEO ROI without risk?
    • Ultimately, What are the pros and cons of hiring a white label link building agency to fulfill your client orders?

    Dig in while we discuss!

    How White Label Link Building Works

    How White Label SEO Works

    In case you’re not familiar, most white label backlink programs work in a similar fashion.

    1. A marketing firm (the reseller/client) will sell link building services or SEO services to an end client for a specified price.
    2. The reseller then works with a white label link building provider, who provides link building services and related back-office support for a price (typically) less than what the reseller is charging, resulting in a profit for the reseller.
    3. These services are rendered such that the link building reseller can choose to brand these services as their own with most of the heavy lifting going to the reselling agency.

    There are many advantages to this setup, including: higher efficiency, greater link building scale, higher profitability, and access to more resources and expertise.

    However, these all depend on your ability to enroll in link building projects that gets results.

    Key Factors for the Perfect SEO White Label Link Building Agency Program

    There are many potential white label link building providers to choose from, but these factors should lead you to a better decision—both for you and your clients.

    Content-focused white label digital marketing services

    “Link building” refers to any process designed to help you get more niche relevant links pointing to your site, which opens the door to some questionable practitioners claiming to be legitimate link builders.

    Thanks to near-continuous Google algorithm udpates, the days of spamming links on forums across the internet are over.

    These days, there are only two legitimate avenues to building links, and both of them rely on content as a basis for development.

    One requires you to develop and promote more onsite content so you attract links from other sites naturally (which is often unreliable), and the other relies on producing high quality backlinks to the client’s site from published guest blogs.

    natural white label link building
    A quality natural backlink profile would have a very natural distribution of domain authority.

    If a white label link building provider doesn’t mention content at all, it may be a bad sign.

    High-quality content writing

    It doesn’t matter how many articles you write if the content is poorly researched, obviously written by a non-native speaker, or is negligent about the nature of your industry.

    This is where most white label link building service providers diverge; some put the highest emphasis on content quality, employing good writers, taking extra time to research, and always proofreading every detail. Backlink development services identify your site’s best content for building links.

    Others are more focused on output. High-quality writing can work wonders for your clients’ campaigns, helping them get into bigger and better publishers, earning them a better online reputation, and even generating more referral traffic from the links built in the process.

    It’s a non-negotiable feature of your future link building partner.

    Dofollow white label backlinks

    Nofollow links aren’t necessarily a bad thing, but you don’t want them to be the consistent backbone of your link building efforts.

    dofollow link example
    Nofollow links are part of a natural backlink profile.

    In case you aren’t familiar, by default, links are “dofollow” links, which pass authority to the site they point to.

    This is what’s necessary to improve a client’s domain authority and eventually increase their search rankings.

    Nofollow links do pass traffic, but don’t pass authority, making them valuable, but considerably less so than dofollow, high quality links—especially for SEO.

    Make sure you know which of these your provider is offering.

    A focus on campaigns rather than one-time orders

    SEO involves hundreds of closely interwoven factors, working in tandem over a period of months.

    When executed properly, consistent link acquisition …

    consistent link acquisition

    Will lead to consistent keyword growth…


    A single order of high quality links for your client isn’t going to give them a boost in rankings, and it certainly isn’t going to improve their rankings permanently.

    Instead of working with link building agencies that only focuses on one-off orders, focus on one that works on long-term improvements in a campaign format.

    It’s also important to find a link building provider with flexibility, accommodating multiple budgets, directives, and goals—especially if you have a diverse assortment of clients with different needs.

    A wide selection of available publishers

    Multiple white label backlinks built on the same publisher will have diminishing returns.

    The more authoritative the publisher, the more valuable the white label hyperlinks will be.

    Publishers related to your industry are better for link building than others.

    These tenets of white label services require you to seek out a link building provider capable of offering high quality links on a wide variety of different publishers.

    This is a sign not only of a reputable white label link building agency, but one capable of serving the widest range of possible end clients.

    The Right Industry Connections

    So often in SEO, it’s about who you know and not necessarily how good you can execute on a campaign.

    The right partner for backlinks will have existing, quality and long-standing relationships with top publishers.

    Oftentimes, such relationships take years to cultivate, so, in most cases the best agency partners have been around a while.

    But that shouldn’t be your only barometer.

    Make sure your agency of choice has the shortlist of quality publications that will meet your industry-specific needs.

    Clear, consistent communication

    Good communication is a must throughout the white label SEO process.

    You need to trust that your provider is going to deliver on their promises.

    Asana for white label partners
    Our content marketing and writer team uses Asana to keep close tabs on each client order and engagement.

    You need someone who can articulate their link building tactics clearly. And you need someone who’s going to listen to—and understand—your goals.

    Spend time in conversation with your account representative to learn how they handle communication, and whether it’s compatible with your link building process.

    Reasonable, discounted link building prices for white labeling

    We’d be remiss if we didn’t at least mention SEO pricing. Link building services vary in price tremendously.

    And while there may be some variation attributable to profit margins or unnecessary upsells, for the most part, you get what you pay for.

    If you find a link building provider that’s suspiciously cheap, there’s probably a reason for it.

    On the other hand, you don’t want to overpay for SEO services if you don’t have to.

    Accordingly, it’s in your best interest to set a budget, set a firm minimum standard of quality, and then find a service provider who meets both criteria.

    Good reviews, testimonials, and examples of past work

    Good content tends to speak for itself.

    Before signing up for white label link building or content writing services, try to get some examples of work the provider has done in the past.

    SEO client reviews

    This should be a good gauge to determine their attention to detail, and what type of work they typically produce.

    While you’re at it, try to dig up some past customer reviews and testimonials.

    While you can’t base your opinion of a white label link building provider exclusively on what other people are saying, you may get some keen insights into their core strengths and weaknesses.

    In general, a longer history where the agency is known to build quality links is a sign of greater experience and capabilities.

    Using discretion

    The importance of this factor will depend on your brand’s disposition, and your relationship with your current clients.

    Generally, private label marketing services allow you to claim the provider’s white label link building services as your own, branding them however you choose and claiming to have an internal team working on the project.

    You could also freely admit you’re using a third party.

    The point is, you should have the ability to choose how you want to handle the relationship, and that means working with a white label SEO partner you can trust to be discreet.

    Check their official policies and any steps they take to protect your white label status.

    Cons of a White Label Link Building Services

    While there are a host of benefits to white labeling your link building, there are some downsides to consider:

    Lack of control and oversight of your white label backlinks

    Because you’re not running the process for your client, you lose some of the control.

    You don’t have relationship access to the publications and you’re not working directly with the writers.

    How do you know the client’s content and reference in the article is going to be natural?

    Backlink quality issues

    Some white label link building agencies simply work on retainer.

    In such cases, you typically receive a bucket of links in particular domain authority (DA) ranges for your monthly SEO budget.

    But often that means you don’t get to pre-select the publishers from the link building outreach to make sure you’re dealing with relevant websites that have organic traffic and don’t pose a risk to your client’s overall SEO efforts.

    bad example of a guest blog site for white label link building
    Not all blog sites are created equal when it comes to acquiring links for your clients.

    When your SEO agency partner is performing outreach for your clients for guest posting, be sure to adhere to the following guest posting service guidelines.

    Cost of white label link building services

    While most white label link building resellers provide a discount off their retail rates (typically in the range of 10-30%), you can expect the cost of your link building service to be more than if you had serviced the client orders yourself.

    Natural link building is tough.

    And, there is no such thing as the “perfect” backlink profile.

    Even the best client’s site will include some spam links.

    The key is to find a white label provider who can do as much as possible to keep your clients’ backlink profiles clean, the content quality, the anchor text natural and the service expeditious.

    Treating White Label Link Building as a Partnership

    No matter who you end up choosing as your white label link building provider of choice, it’s important to treat the arrangement as a partnership, rather than a one-time or as-needed deal.

    Link building and SEO are strategies that take time to develop, and working with a consistent partner over the months and years is going to make it much easier for you to see those results and scale up.

    On top of that, forming a partnership helps your white label backlink provider get to know you better as a SEO reseller, so they can make even more personalized recommendations—and possibly get you a better deal overall.

    Hire Our White Label Link Building Service

    If you’re ready to learn more about the perks of our SEO partner reseller program, or if you’re in a bind and need link building services for your clients ASAP, contact us at SEO.co today!

    We’ll provide you with a free analysis of your current link building efforts, and a quote, so we can start our white label link building partnership.

    We are the white label SEO agency that other digital marketing agencies hire to give their clients the boost in their organic traffic in the search engines.

    It’s one of the reasons we started Link.Build: to service other agencies looking for high quality backlinks for their clients.

    Or, we encourage you to use our free backlink checker to analyze your client’s existing backlink profile to see where you might be deficient.

    Chief Marketing Officer at SEO Company
    In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. As a technical SEO strategist, Sam leads all paid and organic operations teams for client SEO services, link building services and white label SEO partnerships. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.
    Samuel Edwards