SEO Reseller Program: Plans, Packages and Margins for Agencies

Updated October 2026 · Written and maintained by the Progression Agency strategy team

An SEO reseller program is an arrangement in which a marketing, web design or PR agency sells search engine optimization to its own clients under its own brand, while a fulfillment partner does the work at a wholesale price. This page is for agency owners and consultants adding SEO to their offer: how plans and packages are structured, what the reseller pays and keeps, the margin arithmetic, how to sell SEO honestly and what to put in writing. The partner’s side of the work, deliverables and quality controls, is on our white label SEO page. Progression Agency is based in New York City and works with clients across the United States and worldwide.

What is an SEO reseller program?

It is a standing agreement that lets an agency sell SEO as its own service and buy the delivery from a specialist. The agency signs and invoices the client; the partner does the work under the agency’s name; the program document sets prices, scopes and rules.

The three parties in a resale

The end client owns the website and pays the agency. The reselling agency holds the contract, sets the retail price and answers for the result. The fulfillment partner audits, fixes, writes, earns links and reports, and invoices the agency at the wholesale rate. Each party needs something different from the program, which is why the terms matter more than the list of tasks.

What is an SEO reseller?

An SEO reseller is an agency or consultant that sells search engine optimization it does not produce itself. An SEO services reseller may run strategy and client meetings in-house and buy the production, or buy SEO reseller services for the whole job and concentrate on selling and account management. Either way, the reseller’s name is the one the client sees on contracts, invoices and reports.

White label resellers and private label programs: the same arrangement

A private label SEO program is an older name for the same model; in an SEO reseller white label arrangement the partner’s name never appears to the client. The names describe one commercial structure seen from different sides: the partner calls it white label fulfillment, the agency calls it a reseller program.

Where this page stops

This page is the reseller’s view: plans, money, selling, onboarding, service levels and agreements. What the partner delivers and how its quality should be judged is on our white label SEO page; reselling AI answer work is on our white label AEO page; and businesses buying SEO for their own site should read our guide to outsourcing SEO services instead.

SEO resellers, referral partners and affiliates: three ways to earn from SEO you do not deliver

Resellers sign and invoice the client and answer for the work. Referral partners introduce the client and step back. Affiliates earn a commission on sales made through a tracked link. Each carries different risk, reward and disclosure duties.

Reselling: you invoice, and you answer for the work

As a reseller you own the client relationship and the margin, and you carry the promise. If the partner misses a deadline or uses a tactic that hurts the client’s site, the client’s complaint comes to you. Google’s guidance on hiring an SEO reminds site owners that they are responsible for the actions of the companies they hire, and in a resale chain that responsibility reaches your agency commercially as well.

Referral: the provider invoices and may pay you a fee

In a referral, you introduce the client and the provider contracts with it directly, sometimes paying you a referral fee. You earn less and carry less. The client now has a second agency relationship, so referrals suit services far from your core, or clients you would rather not manage.

SEO affiliate programs: commissions on a tracked sale

An SEO affiliate program pays a commission when someone buys through your tracked link, most often for software subscriptions or courses rather than managed services. It needs no delivery capacity at all, and it gives you no control over what the customer receives. For an agency with clients of its own, affiliate income is a side line, not a way to add SEO to the offer.

Disclosure when you earn from a recommendation

The FTC’s Endorsement Guides say a connection between an endorser and a seller that might materially affect the weight of an endorsement, such as payment or the possibility of being paid, must be disclosed clearly and conspicuously when the audience would not expect it. That covers affiliate links and paid referrals in your content. The Guides also say advertising agencies, PR firms and similar intermediaries can be liable for their roles in deceptive endorsements.

Which model fits your agency?

Resell when SEO sits close to what you already sell and you want the revenue and the relationship. Refer when the service is far from your expertise or the client is not one you want to manage. Use affiliate links only where you genuinely recommend a tool, with the connection disclosed.

How SEO reseller plans are structured

Good SEO reseller plans are organized by the kind of client, because a single-location plumber and a national store need different work. Each plan sets a core scope and lists the add-ons that usually fit; the exact scope is still written per client.

Plans by client type, not by price point

A plan named after a price invites the question of what the cheaper one leaves out. A plan named after a client type, local, regional, national, ecommerce or multi-market, tells your sales team which conversation to have and tells the partner what kind of work to expect. Price follows from the scope written for that client.

A plan for a single-location local business

Business Profile management, citations, review requests done within the FTC and Google rules, a page for each service the client actually offers, technical fixes and a monthly report. Most resold demand starts here, from web design and paid media clients who already trust the agency.

A plan for a competitive local or regional market

The local plan plus more content, deeper competitor analysis, local links from associations and partners, and location pages where the client can say something specific about each area. Crowded categories in large cities need this tier.

A plan for national terms or a larger site

Technical remediation across templates, a content program built on a page map, digital PR and outreach for authority, and reporting by page family rather than page by page. Approval cycles get longer here, so the plan should name who signs off.

A plan for ecommerce or several markets

Category architecture, product content, crawl control for filtered navigation, product structured data, and for several countries the language, spelling and country targeting each market needs. These plans need an engineering contact on the client side.

What should every plan include?

Whatever the tier, each plan should start with access at agreed roles, a dated baseline from the client’s own Search Console and analytics, an audit and a written plan, a change log, and a monthly report in your brand. Without the baseline, nobody can show the client what the fee achieved.

SEO reseller packages and add-ons

SEO reseller packages are easiest to sell when the core plan stays simple and specialist work is added only where the client needs it. Each add-on below has its own page on this site, so this section only says when to offer it.

Local SEO add-on

Offer it to any client that serves customers in a town or region and has not managed its Business Profile, citations and reviews properly. The rules for managing profiles on a client’s behalf are strict; our white label local SEO page covers them for resellers.

Content add-on

Offer it when the client has the knowledge but not the writers, or when the page map shows gaps the core plan cannot fill. Drafts should come to you for review first. Our white label content writing page describes the work.

Link building and digital PR add-on

Offer it once technical foundations and worthwhile pages exist, because links pointed at weak pages waste the authority they bring. Insist on earned links and a log of every linking page. Our white label link building page covers vetting and reporting.

AI answer visibility add-on

Offer it to clients whose buyers research before they choose, such as professional services, software and considered purchases. It should be measured against a dated baseline of real buyer questions. Our white label AEO page explains what is delivered and what nobody should promise.

Technical projects: audits and migrations

A paid audit is the easiest first sale to a cautious client, and migration support protects a client during a redesign your agency may already be building. Both are fixed-price projects that can lead into a retainer.

Why packages need a scope behind them

A package that promises the same tasks to every client is priced for the partner’s convenience. Sell the package name if it helps your sales team, but have the partner write the scope for each client after looking at the site. Our white label SEO page explains the difference between packages and scoped programs.

What reselling SEO costs the agency

The wholesale price depends on the client’s scope, not on a public rate card. On Progression’s terms it starts from our published SEO retainers, with a reseller discount agreed by volume in the partner agreement, and you set the retail price.

Wholesale starts from published retainers

Our SEO services page publishes the retainers: $1,500 to $2,500 a month for a small local business, $2,500 to $5,000 for competitive local or regional markets, $5,000 to $10,000 for national terms or larger sites, and $10,000 upward for ecommerce at scale or several markets. Wholesale for a resold client starts from the band that fits its scope, less the reseller discount set in the partner agreement.

One-off work you can resell

Our SEO services page lists the one-off prices: a technical SEO audit at $1,500 to $20,000 depending on site size, and defined projects such as a migration, a restructure or a content build at $5,000 to $50,000. Each produces a document or working system the client keeps.

Minimums and terms

On our reseller agreement, client scopes run month to month with 30 days’ notice, there is no minimum number of client accounts, and proposals, audits and calls can go out under your name when you want sales support. An agency can begin with a single client and add more as demand appears.

What moves the wholesale quote?

The same facts that move a direct quote: the number of locations, site size and technical condition, how much content is needed and how much research it takes, the strength of competitors, and who implements fixes. Your agency’s size does not change what a client’s site needs.

SEO reseller pricing: setting retail prices clients will accept

Set retail from what the client’s market pays for comparable work and what the client’s customers are worth, then check that the margin covers your own costs. Starting from wholesale and adding a fixed percentage ignores both.

Start from the client’s market, not your cost

A plumber in a small town and a law firm in a large city may need similar tasks, but the value of a new customer and the prices they have seen from other agencies differ widely. Price where the client’s alternatives are, and let the scope, not the percentage, explain any difference.

Published US price bands your clients will compare

Our marketing agency pricing guide publishes the bands US buyers meet for search work. The rows below are quoted from it. They are market figures, not a Progression rate card, and they are the numbers your client has probably already seen.

Bundled or itemized retail pricing

Bundling SEO into a website care plan or a paid media retainer makes it easier to sell and harder to cancel, but it hides what the client pays for search. Itemizing makes the value visible and the conversation at renewal clearer. Many agencies bundle the local plan and itemize everything above it.

Affordable SEO reseller offers, and where they break

An affordable SEO reseller offer works when the scope is small and honest: profile management and a few fixes for a single location. It breaks when a low retail price is paired with promises of rankings in a competitive market, because the hours behind the price cannot do that work. Our affordable SEO guide shows where a small budget should go.

Raising prices as a client grows

When a client adds locations, products or markets, the scope grows and so should the price. Write that into your client contract: a new location or market triggers a new scope. Increases tied to visible new work are easier to explain to a client than annual percentage rises.

Margin math for SEO resellers

Gross margin is the share of the retail price you keep after paying wholesale; markup is the amount added on top of wholesale. A 50 percent markup gives a 33 percent margin, and confusing the two is the most common pricing error resellers make.

Markup is not margin

If wholesale is W and retail is R, markup is (R – W) / W and gross margin is (R – W) / R. Doubling the wholesale price is a 100 percent markup but only a 50 percent margin. Decide which number your agency targets and use it consistently in proposals and forecasts.

A worked example with no invented prices

Take $1,000 of wholesale cost as a unit. To keep a 40 percent gross margin, retail must be $1,000 divided by 0.6, about $1,667. At a 25 percent markup, retail is $1,250 and the margin is 20 percent. Multiply by your actual wholesale quote; the ratios do not change.

What does your margin have to pay for?

Account management, sales time, proposals, client meetings, your own review of every deliverable, software, late payments and the months a new client takes to win. A margin that looks healthy on one invoice can disappear once those hours are counted, so time them for the first few clients.

Where does margin leak?

Unscoped extra requests, meetings that run long, rework because the brief was thin, and clients who cancel before the work pays off. The cures are a written scope, a brief that records what the client may claim, and an expectation set before the contract about when results show.

How to sell SEO services as a reseller

Sell to clients who already trust you, qualify them on what a customer is worth and who approves work, use an audit to show the problem, and promise effort and evidence rather than rankings.

Start with clients you already serve

Your web design, paid media or branding clients are the easiest first sales, because trust exists and you already know their sites. A new website, a redesign or a paid campaign with rising costs are natural moments to raise organic search.

The discovery call: questions that qualify a prospect

Ask what a customer is worth, which towns or markets matter, who approves pages, what has been tried before, how leads are counted and who controls the website. Google suggests a good SEO should be interested in what makes a business unique, who its competitors are and how its customers find it; your discovery call should sound the same.

Use an audit to sell, not to impress

A short audit that names three real problems on the prospect’s own site, with the evidence, sells better than a long automated export. Keep it honest: Google warns site owners about unsolicited audits from firms they never contacted, so offer it only to prospects who asked.

Proposals that set expectations honestly

Show the baseline, the first three priorities, the deliverables by month, how results will be measured and the notice period. Leave rankings out of the promises: Google states that no one can guarantee a #1 ranking, and its Business Profile third-party policies list guaranteeing top placement among the false claims third parties must not make.

Answering whether SEO is worth it

Answer with the client’s own numbers: what a customer is worth, roughly how many extra customers a year would cover the fee, and whether the site turns visits into inquiries. If the answer is no, say so, or sell a project instead of a retainer.

Can you sell SEO without being an SEO expert?

Yes, if you are honest about what you know and lean on the partner for depth. You need to understand the plan, the timeline and the report well enough to explain them, and to know which questions to pass to the partner. Sales support under your name, including proposals, audits and calls, is part of Progression’s reseller terms.

How to sell SEO services to local businesses

Local owners buy calls, booked jobs and visits, not rankings. Sell those outcomes, prospect within Google’s third-party rules and commercial email law, and price local plans by location.

What local owners actually buy

More calls from the right area, booked jobs and people at the door. Show how the profile, reviews and service pages lead to those, and how each will be counted, for example with tracked numbers and a simple question at booking.

Prospecting inside Google’s third-party policies

Google’s Business Profile third-party policies bar claiming a profile without the owner’s express consent, preemptively claiming one to persuade a business to become a customer, threatening that a client will lose its profile, keeping a profile hostage and making excessive cold calls without regard to do-not-call lists. A reseller’s sales team is bound by them as much as the partner is.

Cold email and the CAN-SPAM Act

The FTC’s CAN-SPAM compliance guide says the law makes no exception for business-to-business email. Each commercial message needs accurate header information, a subject line that reflects the content, identification as an advertisement, a valid physical postal address and a clear way to opt out, honored within 10 business days. Each violating email can bring penalties of up to $53,088, and the company promoted and the company sending can both be liable.

Pricing local plans by location

Price per location rather than per client, because each location has its own profile, reviews and pages. A client adding a branch then adds a known amount, which keeps renewals simple.

How to sell local SEO services without overpromising

Promise the work and the reporting: profile completed and maintained, a review request process inside the FTC and Google rules, service pages written, calls tracked. Never promise a position in the map results, which neither you nor your partner controls.

Starting an SEO reseller business

Knowing how to resell SEO services starts with the basics: an SEO reseller business needs a clear niche, a client contract that allows subcontracting, accounts set up in the client’s name, a partner you have tested, and a plan for when to hire instead of resell.

Pick a niche you can explain

Resellers who serve one kind of client, such as dental practices, home services or B2B software, learn the searches, the rules and the objections quickly. A niche also makes your marketing clearer and your partner’s work more consistent.

Put subcontracting into your client contract

Many client contracts restrict subcontracting or require consent. Make sure yours allows you to use specialist partners, says how client data is handled, and does not promise that only your staff will do the work.

Set up accounts in the client’s name

Search Console, analytics, the Business Profile, the domain and the website should belong to the client, with your agency and your partner added as users. It protects the client and it protects you if a partner relationship ends.

Your first three clients

Start with clients you know, in markets the partner has worked in, with scopes that can show progress within a quarter. Review every deliverable closely, time your own hours and adjust your retail pricing before you market the service widely.

When should you hire instead of resell?

When steady demand would keep a specialist fully busy and you want the margin in-house, hire. Many agencies keep reselling specialist work, such as digital PR, migrations or AI answer visibility, after they hire a generalist.

Onboarding a resold SEO client

Onboarding sets the access, the baseline and the expectations that the next six months depend on. Do it under your brand, with the partner working behind you.

Intake under your brand

Use your own intake form and kickoff agenda. Collect goals, services, locations, competitors, claims the client may and may not make, who approves pages, and every account the work will touch. Pass the brief to the partner word for word.

Access: Search Console, analytics, the Business Profile and the website

Google’s Search Console permissions page says every property needs a verified owner and allows up to 100 users who are not owners; the client should be the owner, with you and the partner as users. Analytics access is granted by an Administrator; the Business Profile should have the client as primary owner and you as manager; the website should give the partner an individual login at the role its scope needs.

Baseline before any work

Record clicks, impressions, indexed pages, inquiries and sales from organic search before the first change. Without a dated baseline, the first report has nothing to compare with and the first renewal becomes a debate.

Kickoff and the first thirty days

Hold the kickoff yourself, introduce the plan, agree the report template and the review rhythm, and set the date of the first report. By day thirty the client should have seen the baseline and the audit, under your name.

White label reporting in a reseller program

Reports carry your brand and come from the client’s own data. Add your own commentary before forwarding them, report a bad month in the month it happens, and keep Business Profile figures and AI answer figures in their own sections.

Dashboard, monthly document or both

A live dashboard suits clients who check often; a monthly document with commentary suits owners who want a summary. Progression’s white label SEO work reports through a white-labeled dashboard and a monthly document, so a reseller can offer either.

What to add before you forward a report

Two or three sentences in your own voice: what changed, why it matters to this client and what happens next month. That commentary is what makes the report yours rather than a partner’s export with your logo on it.

Reporting a flat or bad month

Say it in the month it happens, with the explanation and how confident you are in it, and bring a revised plan to the next review. Google says it makes significant changes to its search systems several times a year, so some months will move for reasons outside anyone’s control.

Business Profile figures belong in their own section

Google’s third-party policies require providers that report data from several profile platforms to report Business Profile data separately, and bar sharing one customer’s Business Profile data with other customers. Keep a separate section for each location’s profile figures.

AI answer visibility reported separately

Where you resell AI answer work, report mentions and citations in their own section, measured against the baseline question set, and keep rankings separate. Our white label AEO page explains how that reporting is branded.

Fulfillment SLAs: what to put in writing

Write down reply windows, deliverable dates, release windows, escalation for urgent problems and what happens when a date is missed. Service levels protect your agency’s name, because you will be the one apologizing to the client.

Reply windows

Agree how quickly the partner answers routine questions and urgent ones, in your business hours. A client question you cannot answer within a day is a cost to your relationship, not the partner’s.

Deliverable dates

Each scope should date its documents: the baseline, the audit, the plan, content drafts and the monthly report. Dates for documents are promises the partner controls; dates for rankings are not.

Release windows and approvals

Agree when changes may go live, who approves them on the client side and how the change log records them. Unannounced releases on a client’s site are the fastest way to lose a client’s trust.

Escalations: outages, security warnings and manual actions

Require same-day notice of anything urgent: a site outage, a security warning, a sudden drop or a manual action notice in Search Console. Google’s spam policies say a site that violates them may rank lower or not appear at all, so your client hears it from you first.

When a service level is missed

Say what happens: a written explanation, a recovery date and, for repeated misses, a fee credit or a right to end the scope early. Without a consequence, a service level is only an aspiration.

Support: who talks to the end client?

An SEO reseller agency should own the client conversation. The partner can stay silent, join calls under your brand, or be introduced by name; choose one model per client and keep to it.

The silent partner

The partner never speaks to the client; you relay questions and answers. It keeps the relationship simple and puts the burden on your account manager to understand the work well enough to explain it.

The partner under your brand

The partner joins calls or sends email as part of your team. On Progression’s white label terms, calls and email can carry your brand where you want it, and our name appears only in the contract between the agencies.

The disclosed partnership

You introduce the partner as a specialist you work with. It suits clients whose contracts require subcontractors to be named, and larger clients who want to speak to the people doing technical work.

Escalation paths that keep you informed

Whatever the model, every message about the client should reach your agency. Agree one channel for requests and a short briefing before each client review, so you never learn about the work from the client.

The SEO reseller agreement

The agreement between your agency and the partner should cover confidentiality and non-solicitation, ownership of the work, data handling, methods, service levels and exit, with the search-specific details below. Our white label marketing page covers partner agreements in general.

Confidentiality and non-solicitation

The partner must not market to, contract with or accept work from your clients without your written consent, during the agreement and for a stated period after it. Enforceability can vary by state, which is one reason to have counsel draft the clause.

Who owns content, reports and links

A transfer of copyright ownership must be in writing and signed, under 17 U.S.C. 204, so the agreement should assign pages, images, reports and code to your agency or directly to the client on payment. A link sits on someone else’s site, so neither agency owns it, but the link log, outreach records and contact lists built for a client should be handed over with the account.

Data processing and sub-processors

If a client’s site or CRM holds personal data of people in the European Union, the GDPR’s Article 28 says a processor may not engage another processor without the controller’s prior specific or general written authorization, that the same data protection obligations must be passed to the sub-processor, and that the first processor stays fully liable for it. Your client contract and your partner agreement need to line up on that chain.

Methods and excluded tactics

List the tactics the partner will not use under your name, starting with those in Google’s spam policies: buying or selling links, excessive link exchanges, scaled content abuse and doorway pages. Google’s site reputation policy names white-label services among the third parties whose content can be published on a host site; publishing that content mainly to exploit the host’s ranking signals is what the policy targets, so keep client content on the client’s own site.

Termination and client transfer

Say what happens when a client leaves you, when you leave the partner, and when the partner ends the program: notice periods, handover of files and logs, removal of access and verification tokens, and who pays for work in progress.

Your client contract when you resell SEO

Your contract with the client must match what the partner can deliver: permission to use specialists, no ranking guarantees, a term and notice period that fit the partner’s, and accounts that stay in the client’s name.

Permission to use specialist partners

State that your agency may use specialist partners under confidentiality, and say how client data is protected. Clients with strict procurement rules may require partners to be named; agree that before the work starts.

No ranking guarantees

Promise the scope, the dates for documents and the reporting. A guaranteed position is something nobody can deliver, as Google says, and in local search Google’s third-party policies treat guaranteed top placement as a false claim.

A term and notice period that fit your partner’s

If your partner’s scopes run month to month with 30 days’ notice, a client contract with a twelve-month lock-in leaves you carrying the gap, and a client with seven days’ notice leaves you paying for work you cannot bill. Line the two up.

Accounts stay in the client’s name

Say so in the contract. It reassures the client, it matches Google’s rule that businesses keep ownership of their Business Profile, and it makes any change of partner invisible to the client.

Rules that bite SEO resellers

Google’s spam and third-party policies, the FTC’s rules on reviews and endorsements, commercial email law and data protection law all apply to work sold under your name. The partner’s mistakes become your problem with the client.

Google’s spam policies travel with the work

Whoever builds a link or publishes a page, the client’s site takes the consequence. Google’s spam policies say sites that violate them may rank lower or not appear in results at all, and Google can apply a manual action after human review.

Reviews: the FTC rule

The FTC’s consumer reviews rule makes it unlawful to provide compensation or incentives conditioned on a review expressing a particular sentiment, and bars fake reviews, undisclosed insider reviews, company-controlled review sites presented as independent and review suppression. A local plan’s review process should ask every customer the same way, not only the ones likely to be happy.

Endorsements in your own marketing

Testimonials and case studies you publish to sell your SEO service must reflect honest experience, and any paid relationship with an endorser must be disclosed where the audience would not expect it. That applies to your agency’s site as much as to a client’s.

Business Profile management for clients

Charging a management fee means telling the client in writing, before you manage the profile, that Business Profile is free from Google, and showing the fee on invoices. Resellers that mainly serve small and medium-sized businesses must also link Google’s “Working with a third party” notice from their website and point clients to it.

Email to prospects and clients

Commercial email to businesses is still covered by CAN-SPAM, as the section on selling local SEO explains, and you remain responsible for email someone else sends on your behalf.

Retention: keeping resold SEO clients past the slow months

Resold SEO clients often leave before the work has had time to pay off. Set the timeline before the contract, re-plan every quarter and show leading signs of progress while revenue catches up.

Set the timeline before the contract

Explain in the proposal that the first months go on access, the audit and fixes, that content and links compound after that, and what leading signs to expect first. Our guide to how long SEO takes is useful to share.

Quarterly reviews that re-plan

Every quarter, compare the baseline with the present, show what was done, drop what did not work and set the next quarter’s priorities with the client. A review that only reports keeps clients; a review that re-plans makes them renew.

How often does SEO change, and what does that mean for retention?

Google says it makes significant, broad changes to its search systems, which it calls core updates, several times a year, and smaller updates continually. Tell clients this before the first one arrives, and explain any movement in the report that follows.

Handling a cancellation

Ask why, offer a narrower scope if budget is the reason, and hand over cleanly if the client still leaves: files, logs and access removed. A clean exit protects referrals and makes a return more likely.

Paused accounts and win-backs

Some clients pause for budget reasons. Keep the baseline and the change log, check their Search Console occasionally if they agree, and return with a short note when a fix or opportunity appears.

Scaling from one resold client to many

Scale by standardizing intake and review, not deliverables. Keep one contact per partner, agree volume terms, plan capacity a quarter ahead and decide in advance when you would hire.

Standardize intake, not deliverables

The same intake form, brief template, kickoff agenda and report template for every client make onboarding fast. The scope itself should still be written for each site.

One contact per partner

A named contact on the partner side who knows all your accounts saves hours every month and catches problems that cross accounts, such as a client in the same market as another.

Volume terms

On Progression’s terms, the reseller discount is agreed by volume in the partner agreement. Review it as your account count grows, and keep each client’s scope separate so volume never becomes a reason to cut work.

Forecasting capacity with your partner

Tell the partner about likely new clients a month or a quarter ahead, especially large ones and migrations. Surprise volume is where service levels slip.

When should you bring SEO in-house?

When resold revenue would pay a specialist with room to spare and the work is steady, hiring may raise your margin. Keep the partner for peaks, migrations and specialist add-ons.

How to evaluate SEO reseller programs

Test the program with one real client, read the terms rather than the brochure, look at the reports your client will see and ask how the program handles a client who leaves.

Run a trial client

Before you sign with an SEO reseller company, choose a client you know well, in a market the partner has worked in, and resell a defined first phase. Review every deliverable and time your own hours before committing more accounts.

Read the program terms, not the brochure

Look for scopes per client, client-owned accounts, your review step, earned links, notice periods and non-solicitation. A program that will not put these in writing is telling you how it will behave later.

Ask for the reports your client will see

A redacted monthly report, a change log and a link log tell you whether the evidence will survive your client’s questions. Check that every number comes from the client’s own accounts.

Check how the program handles a client who leaves

Ask what you receive when a client cancels, how access is removed and whether the partner will ever approach the client. The answer shows whether the program protects you or itself.

The best SEO reseller program for your kind of agency

There is no single top SEO reseller program; the best one matches the clients you already have. The fit differs for web studios, PR firms, paid media agencies, consultants and software companies.

Web design and development studios

Sell SEO at launch and redesign: technical foundations, migration support and a local or content plan afterward. Your clients already trust you with the site, so the conversation is natural.

PR and branding firms

Digital PR and content are close to what you already do; add technical and local work through the partner. Coverage that names a client without a link is still worth tracking.

Paid media agencies

Organic search lowers dependence on paid clicks over time and uses the same keyword research. Sell SEO to clients whose cost per lead is rising, with honest timelines.

Consultants and fractional marketers

Keep the strategy and the client relationship; resell production. A program with sales support under your name lets one person serve clients who need a team behind them.

Software and hosting companies

SEO can sit beside a website builder, hosting or a vertical software product as a managed add-on. Choose a partner that can work at volume while still writing a scope for each customer.

SEO reseller programs and AI answers

Agencies now research partners in AI assistants, and clients now ask about visibility in AI answers. Both make plain, specific program pages and honest AI visibility offers more valuable.

How agencies ask AI assistants about SEO partner companies

Agency owners ask ChatGPT, Claude, Perplexity, Gemini, Microsoft Copilot and Google’s AI Overviews questions such as which SEO partner companies keep client accounts in the client’s name, what terms a reseller program should have, or how to price SEO for a local client. Answers draw on what programs publish and what others say about them, so programs that state their terms plainly are easier to describe accurately.

What a program should publish about itself

Terms in plain text: minimums, notice periods, how wholesale is priced, what is delivered under the reseller’s brand, who owns accounts and what the program refuses to do. A program that hides those details gives assistants and agencies nothing to cite.

Selling AI visibility to clients honestly

Google’s guide to optimizing for generative AI search says that from Google Search’s perspective, optimizing for generative AI search is still SEO, and its AI features page says there are no additional technical requirements to appear as a supporting link in AI Overviews or AI Mode. Sell AI visibility as measurement and improvement on top of sound SEO, never as a guaranteed mention.

The first 90 days of a resold SEO client

Access and a baseline in the first two weeks, an audit and a fix list by about day 45, fixes, first pages and the first report by day 90, then a review with your client. Approvals on the client’s side move these dates most.

Days 1 to 14: access and baseline

Accounts are shared at the agreed roles, the brief goes to the partner and the baseline is recorded from the client’s own data. Chase missing access early, because every later date depends on it.

Days 15 to 45: audit and fix list

The partner audits the site and writes a prioritized plan, which you review and present under your brand. Agree with the client who releases technical changes and how quickly.

Days 46 to 90: fixes, first pages, first report

The first fixes go live, the first new or improved pages pass your review, and the first monthly report compares the present with the baseline. Leading signs, such as newly indexed pages and impressions for planned pages, usually show before inquiries move.

Day 90: the first review with your client

Show what was done, what moved, what did not and what the next quarter will focus on. This meeting decides whether the client stays through the months when results compound, so prepare it with the partner.

How Progression’s SEO reseller program works

We do the audits, technical fixes, content, local SEO and link work under your brand, report through a white-labeled dashboard and monthly document, and keep client data in accounts the client owns, with your agency as manager.

White label SEO reseller services we deliver under your brand

Reports, dashboards, documents and, where you want it, calls and email carry your brand; our name appears only in the contract between the agencies. Scopes are fixed in writing, you can review any deliverable before it reaches the client, and links are earned through content and outreach, never bought in packages. AI answer work is included where you want it.

Terms

Wholesale starts from our published SEO retainers, with a reseller discount agreed by volume in the partner agreement, and you set the retail price. Client scopes run month to month with 30 days’ notice, and there is no minimum number of client accounts.

Sales support under your name

Proposals, audits and calls can go out under your name when you want sales support, so you can bring us into a pitch without introducing us.

Agencies we work with

Web design and development studios, PR and branding firms, paid media agencies, marketing consultants and software or hosting companies across the United States and worldwide. Agencies that also resell paid media can add white label PPC.

Related services for agencies that resell SEO

Pages on this site that agencies usually read next to this one.

• White label SEO: what is delivered under your brand
• White label marketing: partner agreements and the wider service list
• White label local SEO for local clients
• White label link building
• White label content writing
• White label AEO: reselling AI answer visibility
• White label PPC
• White label web design
• White label web development
• White label reputation management
• White label social media
• White label email marketing
• White label lead generation
• SEO services: published retainers
• SEO pricing guide: pricing models and market bands
• Marketing agency pricing guide: retail bands
• SEO agency: the day-to-day work
• SEO audit service
• Local SEO services
• Technical SEO agency
• How long SEO takes

Frequently asked questions