White label SEO pricing works on two layers: the wholesale price you pay a fulfillment partner, and the retail price you charge your client. Published partner rate cards we checked in October 2026 start at $299 per client per month for a Google Business Profile-only plan and $499 to $699 for local and national SEO plans, with managed programs from $1,000 a month and some tiers up to $5,000. Your margin is what is left after the wholesale price and your own account management, reporting and tool costs.
This guide is for agencies planning to resell SEO. It covers how white label SEO is usually priced, what margins are realistic, which pricing model suits which agency, the hidden costs to watch and how to price SEO to your own clients. If you are new to the model itself, start with our guide to how white label SEO works.
- Wholesale rates: published plans range from $299 to $699 per client per month at one provider, and from $275 to $5,000 per month across another’s managed products.
- Retail benchmark: in Ahrefs’ survey of 439 SEOs, agencies averaged $3,209 per month, and $501 to $1,000 was the most common retainer.
- Margin: retail minus wholesale minus your own delivery time, divided by retail.
- Hidden costs: setup fees, minimum terms, billing in advance, tools and your team’s hours.
Disclosure: Optihole offers white label SEO to agencies through our Agency White Label SEO service, so we have an interest in this topic. We don’t publish a partner rate card; like our other services, we quote after reviewing the work. Every market price below comes from a provider’s own public page or a published survey, linked and dated (checked 9 October 2026).
How is white label SEO usually priced?
Most partners use one of four models. The table shows how each is billed, with examples taken from providers’ own published pages.
- Flat plan per client. SEOReseller publishes white label SEO plans at “$299 /client billed monthly” (GBP Only), $499 (Local) and $699 (National), and says pricing “can be customized” for agencies with a large volume of clients (SEOReseller pricing).
- Tiered by site size, plus setup. DashClicks says its SEO plans “are tiered based on the size of the client’s website” and that “both the setup fee and the first month’s service fee are charged on the same day” (DashClicks).
- À la carte, per deliverable. The HOTH lists wholesale prices per product, for example “Content Refresh: $40 to $125 per post,” “Citation Cleanup: $399 per location” and “Review and Reputation Management: $275 per month” (The HOTH reseller pricing guide).
- Managed retainers and custom quotes. The HOTH lists “Managed SEO (HOTH X): $1,000 per month and up, scoped to the client,” and AI Discover tiers from $775 to $5,000 a month “with a three-month minimum.” Many partners, including Optihole, quote after an audit instead of publishing a rate card.
Two cautions when you compare these wholesale SEO rates. First, a price only means something next to its deliverables: a $299 Business Profile plan and a $1,000 managed program are not the same product. Second, some partners also sell links per unit. Google’s spam policies treat “exchanging money for links, or posts that contain links” as link spam unless the links are qualified, so ask exactly what any link product is before you resell it to a client.
What margins do agencies typically keep?
There is no independent, audited data on white label SEO reseller margins that we could find. What is public comes from providers. The HOTH says “most resellers see 40-60% margins” (The HOTH reseller program), and its own sample packages work out at roughly 56 to 65 percent (for example, it describes a package with “recurring wholesale cost” of “about $415 per month” sold at $1,200 as “roughly 65 percent margin”) (The HOTH). Treat these as a vendor’s examples, not market averages.
More important than anyone’s average is your own number. The simple “retail minus wholesale” margin ignores the hours your team spends on each client.
Work it out per client: gross margin = (retail price − wholesale price − your delivery cost) ÷ retail price. Your delivery cost is the time spent on calls, quality checks, reporting and admin, multiplied by what that time costs you, plus any tools you pay for per client. If a retainer only looks profitable before you count those hours, it isn’t.
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Which pricing model suits your agency?
| Your situation | Model that usually fits | Why |
|---|---|---|
| A few clients, mostly local businesses | Flat plan per client | Predictable cost per client; easy to resell as a package |
| Clients with very different site sizes | Tiered by site size, or custom quote | Price follows the real workload |
| You already do strategy; need extra hands | À la carte per deliverable | Buy only the content, audits or fixes you are missing |
| Larger or ecommerce clients | Custom quote or managed retainer | Scope varies too much for a fixed plan |
| Testing a new partner | One project or a short paid trial | Check quality before committing to a retainer |
Whatever the model, ask for the same things in writing: the monthly deliverables, what counts as a revision, how reports are branded, the minimum term and what happens to work in progress if you cancel.
What hidden costs should you watch for?
The SEO fulfillment cost on the invoice is rarely the whole cost. Common extras, all visible on public pages if you read closely:
- Setup fees. DashClicks charges a setup fee with the first month’s service fee (DashClicks).
- Minimum terms. The HOTH’s AI Discover tiers have “a three-month minimum” (The HOTH).
- Billing in advance. SEOReseller says that when you onboard a client, “you pay in advance for the next 30 days of service” (SEOReseller). If your client pays you in arrears, you carry that gap.
- Your team’s time. Calls, quality checks and turning partner data into your branded report.
- Tools and seats. Reporting dashboards, rank trackers or extra logins you pay for per client.
- Churn. A client who leaves in month two may never cover setup fees or onboarding time.
- Risky deliverables. Cheap link packages can create problems you have to fix later. Google lists paid links that pass ranking credit as link spam (spam policies).
How do you price SEO to your own clients?
Start from the market, not from the wholesale price. Ahrefs’ SEO pricing survey of 439 people (updated August 2024) found that, on average, agencies charge “$3,209 per month,” that “$501–$1,000 per month is the most popular monthly retainer rate,” chosen by 20.4% of respondents, and that local SEO averages “$1,557 per month” (Ahrefs). It also found big regional differences: “76% of India-based SEOs” charge $1,000 or less per month, while in the U.S. and Canada “79.1% charge at least $1,001 per month.”
- Price the outcome you manage, not the hours you buy. Your fee covers strategy, client management and accountability, not only the partner’s work.
- Build packages around scope: number of pages or locations, content volume, technical work and reporting depth.
- Set a floor: if a client can’t pay enough to cover wholesale plus your delivery cost with a margin left, decline or reduce the scope.
- Sell honestly: Google says “no one can guarantee a #1 ranking on Google” (Google Search Central). Price for work and reporting, never for guaranteed positions.
- Review twice a year: as clients grow, move them to a larger scope rather than adding unpaid work.
Working with Optihole: through our Agency White Label SEO service we handle audits, on-page work, content and reporting under your agency’s brand. Optihole has completed 800+ SEO projects for 210+ clients in 45+ countries. We price partner work after a short call and a look at one client site, and give you a written scope before anything starts.
Frequently asked questions
How much does white label SEO cost per month?
It depends on scope. Published rate cards we checked start at $299 per client per month for a Business Profile-only plan and $499 to $699 for local and national plans at one provider; managed programs at another start at $1,000 a month, with some tiers up to $5,000.
What is a good markup on white label SEO?
There is no standard. The HOTH says most of its resellers see 40 to 60 percent margins, but that is a vendor figure. Calculate your own margin after counting your team’s time and tools for each client.
Is white label SEO cheaper than hiring an in-house SEO?
Often for a small number of clients, because you pay per client instead of a full salary. As your client base grows, compare total partner costs with the cost of hiring, including management and tools.
Do white label SEO partners charge setup fees?
Some do. DashClicks, for example, charges a setup fee together with the first month. Others don’t, so ask before you sign.
Should I show my clients the wholesale price?
No; your client buys your agency’s service, which includes strategy, management and accountability. Be honest about what the work includes and who is responsible for it.
Can I resell link building from a white label partner?
Only if you know exactly how the links are earned. Paid links that pass ranking credit are link spam under Google’s policies, and the risk lands on your client’s site.
Final thoughts
White label SEO pricing is easy to compare on paper and easy to get wrong in practice. Use published rate cards as a starting point, compare deliverables rather than headline prices, count your own team’s time in every margin calculation, and price your retail packages from market benchmarks and scope, not from the wholesale invoice.
Agency? Book a partner call or get a free audit of one client site. Choose “SEO” in the form and mention that you are an agency. We will review the site, outline the scope and give you partner pricing in writing.
Sources
- SEOReseller: White Label Pricing & Packages (checked 9 October 2026)
- DashClicks: White Label SEO Services for Marketing Agencies (checked 9 October 2026)
- The HOTH: SEO Reseller Packages, How to Build Them and What They Cost You (checked 9 October 2026)
- The HOTH: White Label SEO Reseller Program (checked 9 October 2026)
- Ahrefs: SEO Pricing, How Much Does SEO Cost? 439 People Polled (updated August 15, 2024)
- Google Search Central: Spam policies for Google web search
- Google Search Central: Do you need an SEO?
