This page sets out who the reseller programme suits, how the three working models differ, how wholesale prices and commission are set, what reporting looks like, and where reselling is the wrong answer for the client. If you already sell SEO under your own brand, or intend to start, it should answer the questions that come up before a partnership agreement.
Understanding the Role
A reseller is not an affiliate and not a lead-generation partner. You own the commercial relationship: you set your own prices, sign your own contracts, and decide how the service is positioned to your client. We deliver the SEO work as a white-label partner, under your brand or with no attribution at all.
That separation is the whole point. Your client buys from you, not from us. Reports carry your logo, calls happen with your account manager, and the strategy is presented as your team’s work. The only thing that changes is who performs the tasks.
- You keep: pricing, contracts, client communication and the sales process.
- We keep: research, implementation, quality assurance and the raw reporting data.
- Shared: strategy decisions where your client’s commercial context changes the priority order.
Because nothing is subcontracted a second time, there is no hidden layer between your client and the people doing the work. That is usually the difference between a reseller arrangement that survives a renewal and one that falls apart at the first difficult month.
Who Can Be Our Reseller?
The programme is open to anyone who already sells, or intends to sell, SEO services to businesses. Five profiles make up most of the partner base, and each one uses the arrangement differently.
Agencies
Digital, web design, paid media and branding agencies whose clients are already asking for SEO. Reselling adds a recurring service line without hiring a specialist team, training an existing one, or turning down the request.
Freelancers
Solo consultants, copywriters and developers who win the work themselves but cannot deliver technical SEO, link acquisition and local optimisation single-handed. The reseller model lets you accept the brief and keep the client.
Consultants and Strategists
Independent SEO and marketing consultants who advise clients but would rather not build an execution team. You keep the strategy and the relationship; we handle delivery and report back in a format you can present.
In-House Marketing Teams
Marketing managers who need extra capacity for a launch, a replatform, or a market expansion without a permanent headcount commitment. The arrangement can run for a fixed project or scale into an ongoing retainer.
Start-ups and New Agencies
New businesses building an SEO offer from scratch. The reseller model lets you sell before you hire, and learn a repeatable delivery process while it is running on real accounts.
Different Service Reseller Models
Three models cover how partners usually work with us. They differ in who sets the price, who talks to the client, and how much of the process you take on. Most partners start with one and move between them as the relationship develops.
White-Label Delivery
The default model. We deliver the work and you own everything the client sees: reports, dashboards, deliverables and correspondence all carry your branding. Suitable for agencies and consultants with an established client base and a defined service catalogue.
| Model | Who talks to the client | Who sets the price | Best suited to |
|---|---|---|---|
| White-label delivery | You, end to end | You, against our wholesale rate | Agencies with an existing client base |
| Referral partnership | You, with our input on scope | You, with a shared margin | Freelancers testing demand before committing |
| Managed co-delivery | Joint, on strategy calls | You, with our scope guidance | Consultants without execution capacity |
Whichever model you choose, the underlying delivery is the same. The difference is presentational and commercial, not a change in the standard of work.
Range of SEO Services
You can resell the full service line or a single component. Most partners start with one recurring service, prove the workflow with a client or two, and expand once the reporting rhythm is familiar on both sides.
| Service | What it covers | Why it matters to the client |
|---|---|---|
| Technical SEO | Crawl analysis, indexation, site architecture, Core Web Vitals and structured data | Fixes the foundation every other channel depends on |
| On-page and content | Keyword mapping, briefs, optimisation and internal linking | Turns pages that already exist into ranking assets |
| Link acquisition | Digital PR, niche edits, resource links and outreach | Builds the authority a site cannot generate on its own |
| Local SEO | Google Business Profile, citations, location pages and review flow | Wins map-pack visibility for multi-location businesses |
| International SEO | hreflang, market research and localised content | Extends a single-market site into new regions |
| SEO audits | Technical, content and competitive review with a prioritised plan | Gives the client a defensible starting point |
Services can be packaged as a monthly retainer, a fixed-scope project or a one-off audit. You are not required to resell everything, and a partner who sells only technical work is as welcome as one selling the full catalogue.
Cases Where SEO Reselling Is Not Suitable
The model fails when the incentives do not line up. These are the situations where we decline a partnership, or recommend a different arrangement before any work begins.
- The client expects guaranteed rankings. No delivery partner can promise positions, and a partner who does is transferring that risk to you. We will not support a contract that contains a ranking guarantee.
- Nobody can implement site changes. Technical recommendations only create value when a developer or an editor acts on them. If the client has no route to implementation and no budget for ours, the work stalls.
- The contract forbids undisclosed subcontracting. Some procurement agreements require the named supplier to perform all work. If yours does, white-label delivery is the wrong structure and we should not proceed.
- The budget cannot fund a viable scope. A retainer that only covers a handful of hours per month will not move a competitive market. We would rather say so than take the fee and under-deliver on your behalf.
Warning signs worth raising in the first call:
- Ranking guarantees written into the contract or the proposal.
- A client expecting measurable movement inside thirty days.
- No access to analytics, Search Console or the CMS.
- Payment terms longer than the delivery cycle you are funding.
- A brief that asks for links without any mention of the site they point to.
Being direct about these early costs less than discovering them in month three, when your client has already been told a timeline nobody can meet.
Stages of Working Together
- Introduction and fit check. A short call to establish the markets, the client mix, the services you intend to resell and the volume you expect. We confirm whether the programme fits and who would run the account.
- Scope and wholesale pricing. You receive a written scope with the deliverables, the cadence, the reporting format and the wholesale rate. Nothing is invoiced at this stage.
- Agreement and onboarding. Once terms are agreed, we collect the access we need, agree the brand assets to use, and set the reporting dates. Onboarding usually takes five to ten working days.
- Delivery and quality assurance. Work runs to the agreed cadence. Every deliverable is reviewed internally before it reaches you, and anything that needs a client decision is flagged early rather than at the deadline.
- Reporting. Reports are produced in your brand and delivered to you, not to the client. You decide what to present, in what format, and with what commentary.
- Review and adjust. A quarterly review covers what moved, what did not, and what should change in the scope. Adjustments are confirmed in writing before the next cycle.
Presentational Reports to the Client
Reporting is where white-label arrangements are usually exposed. A report that arrives with someone else’s logo, or a screenshot that reveals a tool account your client did not know about, undoes months of careful positioning.
Every report we produce for a partner is delivered as an unbranded source file with your logo, your colour palette and your account manager’s name. You receive the editable version and the PDF, so you can add commentary, remove sections, or restructure the narrative before it goes anywhere.
- Included: ranking movement, organic sessions and conversions, work completed, work in progress, blockers and the next cycle’s priorities.
- Excluded by default: tool names, internal task identifiers, and any reference to the delivery team by name.
- On request: a client-facing slide deck, a one-page executive summary, or a raw data export for your own dashboard.
The cadence is yours to set. Most partners report monthly, with a quarterly deeper review. If your clients expect weekly updates, we can work to that, provided the reporting window is agreed at onboarding rather than requested on the day.
Price Calculation and Commission Decisions
Wholesale rates are published to partners, not negotiated per client. That keeps your margin predictable and means a change in your client list does not trigger a repricing conversation.
- Retainers are priced on the hours a scope actually requires, not on a fixed package tier.
- Projects are quoted against a written deliverable list, so the boundary between included and additional is visible before you sell it.
- Commission is the difference between the wholesale rate and your client price. We do not set a ceiling on it and we do not ask what you charge.
Volume affects the wholesale rate, not the commission structure. Partners who place several accounts receive a lower wholesale rate, which they can pass on, absorb, or keep as additional margin. There is no requirement to disclose which.
Invoicing runs from us to you. You invoice your client. We never contact your client about payment, and we do not appear on their accounts payable record.
Timeline and Outcome of Work
SEO timelines depend on the site, the market and the client’s willingness to change things. What we can commit to is the delivery schedule, not the ranking outcome, and we will say so plainly in any document your client might read.
- Weeks 1–2: access, baseline measurement, technical review and keyword mapping.
- Weeks 3–6: first implementation round, content briefs and initial outreach.
- Months 2–3: indexing catches up and early movement appears on lower-competition terms.
- Months 4–6: compounding effects on priority terms, provided implementation has kept pace.
Where a client needs a faster commercial result, paid search is usually the honest answer and we will say so rather than sell a retainer that cannot deliver inside the requested window.
Next Action
Send the markets you sell into, the services you want to resell and the number of accounts you expect to support. You will receive a written scope with the wholesale rate, the reporting format and the onboarding steps, and you can decide from there without a sales sequence.
If the answer is that the programme does not fit your client mix, we will say so in the same reply. A partnership that starts with an honest no is worth more than one that starts with a scope neither side believes in.