Marketing agencies are constantly under pressure to deliver exceptional results for their clients while keeping operations lean and scalable. One of the most significant challenges agencies face is how to manage and deliver effective SEO services.
The decision often boils down to two main options: building an in-house SEO team or partnering with a white label SEO provider.
Each approach has its advantages, but the question remains: which is more sustainable in the long run? In this article, we’ll dive into the pros and cons of both models and explore which one offers more longevity, flexibility, and profitability for digital marketing agencies.
White label SEO, also known as SEO reselling, involves partnering with a third-party provider that performs SEO work under your agency’s brand. These providers work behind the scenes, allowing agencies to offer SEO services to their clients without managing the technical SEO work internally.
For example, a digital marketing agency focused primarily on social media management can expand its service offerings to include SEO by choosing a white label provider. The provider handles keyword research, content creation, on-page SEO, off-page SEO, SEO audits, reporting, and more, while the agency maintains client relationships and brand identity.
Many white label SEO companies offer packages through a white label SEO platform. Agencies can benefit from private label SEO, branded reports, and white label link building without building internal systems. This model is attractive for small SEO agencies that want to add SEO without increasing overhead.
In contrast, building an in-house SEO team means hiring SEO professionals directly and managing all SEO-related tasks internally. This typically includes roles like technical SEO analysts, content writers, link builders, and SEO management specialists.
This approach offers full control over strategy, workflow, and quality assurance, but also comes with higher costs and greater management responsibility. Agencies that specialize in SEO and PPC (pay-per-click) or those with ongoing SEO solutions often invest in in-house SEO expertise to meet client expectations.
Now that we know what in-house SEO teams are versus white label SEO teams, let’s explore their cost and scalability differences.
White label SEO is typically more cost-effective, especially for small to mid-sized agencies. Rather than hiring full-time staff, which involves salaries, benefits, training, and overhead, agencies only pay for the services they need.
White label SEO services typically operate on a pay-as-you-go or monthly subscription model, with pricing ranging from $500 to $2,500 per client per month, depending on the level of service. This allows agencies to avoid the financial burden of full-time salaries, benefits, training, and overhead. You also essentially have remote employees, so this becomes less of a cost, and without needing to focus too much on employee culture and morale as they are outsourced.
Moreover, white label solutions provide plug-and-play scalability. Agencies can add SEO for their agency or expand services under your brand without the delays of recruiting.
In-house teams require significant upfront investment. The average salary for an SEO specialist in the U.S. is around $67,000 per year, excluding benefits and training. Maintaining an in-house SEO team involves these fixed costs regardless of workload, including a strategist, content writer, and technical SEO expert, which all in all can exceed $180,000 annually. Additionally, agencies must budget for SEO tools, which can add another $500 to $1,500 per month.
Scaling an in-house SEO department is also slower. Hiring, setting up workflows, and managing SEO software tools all take time. But for agencies with a stable client base, this cost may pay off in customization and quality control.
While an in-house team offers greater control and potentially deeper integration with client brands, the upfront and ongoing expenses are significantly higher. White label SEO, by comparison, offers leaner operations and more predictable costs, making it especially appealing for growing or budget-conscious agencies.
Let’s say budget is not a problem for your business. What would your options be when it comes to quality and customization? Let’s discuss.
Most white label SEO providers offer standardized packages that include audits, keyword research, content, technical fixes, and link building. These solutions are designed to deliver proven results across industries. They allow agencies to scale quickly, reduce costs, and maintain consistent quality without hiring in-house teams. Services often start around $500 to $1,500 per month per client, with deliverables streamlined for efficiency and branded for the agency.
However, top-tier white label SEO partners now go beyond pre-built templates. They offer modular frameworks that let agencies tailor strategies by vertical, campaign goals, or client maturity.
For example, a multi-location business might need localized SEO and listings management, while a SaaS client may prioritize technical optimization and inbound content. Advanced resellers also provide white-labeled dashboards, API access, and fully customizable reporting. This enables agencies to deliver flexible, brand-aligned SEO solutions at scale without losing control or transparency. Furthermore, as SEO is their primary service, these agencies are up-to-date and can keep up with the latest trends on SEO.
In-house SEO teams give agencies complete control over strategy, execution, and quality assurance. With internal staff, agencies can directly manage campaigns, quickly implement changes, and align closely with client voice, tone, and long-term goals. This control enables full customization, faster feedback loops, and seamless integration with other marketing functions such as paid media, content strategy, and web development.
An in-house setup also facilitates deeper brand familiarity and stronger client relationships, especially for high-touch accounts that require nuanced strategy and frequent collaboration. Agencies can test and iterate faster across campaigns, and proprietary knowledge is retained internally rather than with external vendors.
However, building an effective in-house SEO team requires substantial investment as previously discussed. Beyond salaries, agencies must budget for recruiting, onboarding, training, and ongoing education to keep up with algorithm changes and evolving best practices. Without experienced talent and a clear operational structure, internal teams risk falling behind industry benchmarks.
Underperformance can lead to missed opportunities, lower ROI, and client churn. For agencies without the scale to fully support a dedicated team, this model can become resource-intensive and difficult to sustain.
Beyond quality and cost, speed and communication can make or break an SEO partnership. So how do in-house teams and white label providers compare when it comes to delivering fast results and managing client expectations? Let’s take a look.
Partnering with a white label SEO provider allows agencies to deliver SEO services much faster than building an in-house team from scratch. These providers come with pre-established infrastructure including SEO specialists, content writers, link-building teams, and advanced toolsets, ready to deploy as soon as a contract is signed.
This eliminates the need for lengthy onboarding, hiring cycles, or training, enabling agencies to go to market quickly and start fulfilling client campaigns almost immediately.
Many white label SEO firms offer fully branded assets such as SEO audits, progress reports, live dashboards, and performance summaries. These materials are often customizable and can be automatically generated, saving time on client communication and reporting.
Providers also typically include dedicated account managers or support teams, which helps agencies stay focused on strategy, sales, and client relationships while execution is handled behind the scenes.
This level of operational efficiency makes white label SEO especially valuable for agencies looking to scale quickly, manage large client volumes, or expand into SEO without prior technical expertise. For fast-moving agencies, the ability to offer professional-grade SEO services within days rather than months can be a competitive advantage.
Building an in-house team takes time, from onboarding talent to integrating SEO software and setting up reporting workflows. But once in place, these teams can provide personalized, ongoing SEO solutions, especially for high-touch clients.
However, once established, in-house teams can deliver more personalized and consistent SEO strategies. They are embedded within the agency’s culture, have direct access to client history and preferences, and can collaborate closely with account managers and creatives. This leads to stronger alignment with client goals, faster internal approvals, and more efficient adaptation to algorithm changes or shifting priorities.
In the long run, a well-managed internal SEO team can become a strategic asset, especially for agencies working with enterprise clients or those offering bespoke, high-touch services that require frequent communication and hands-on attention. But getting there demands strong leadership, a long-term outlook, and continuous investment in training and technology.
White labeling allows agencies to remain agile and responsive to market needs. For agencies wanting to expand without infrastructure, using white label SEO services is a smart strategy. They can offer best SEO options without owning the entire operation.
With 61% of agencies outsourcing at least one SEO effort, the trend toward white label SEO agency partnerships continues to grow.
If you're looking to scale SEO services while maintaining quality and client satisfaction, choosing a white label strategy might be your best move.
Agencies with a focus on technical SEO, high-value SEO packages, and dedicated SEO team roles often thrive with in-house models. These agencies typically serve enterprise clients and have the resources to invest long-term.
Still, this model demands commitment. Maintaining a strong SEO department requires training, leadership, and advanced toolsets. Yet, for some, the control and depth it offers can lead to long-term value.
Ultimately, the sustainability of white label SEO versus in-house teams depends on your agency’s goals, size, and strategic direction.
If you’re a small firm aiming for flexibility, scalability, and faster time to market, white label provider partnerships give you an edge. Agencies that provide SEO services under their brand can thrive with this model.
If SEO is your agency’s core competency and you have the bandwidth to manage a fully managed SEO services team, building in-house makes sense.
For many, a hybrid model works best: outsource volume work through white label SEO while assigning strategy and high-touch SEO campaigns to internal staff.
Choose the right structure today to help ensure your agency provides SEO services that are sustainable, adaptable, and effective.
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