This article was originally published in January of 2022 but was updated January 25th, 2023.

Looking to incorporate white label SEO reseller services into your business? It’s important to learn how to choose the best SEO company that’s the right fit for your business and clients! Offering SEO in your product lineup can open your business up to new clients. It can also provide more value to existing clients. 

This article will help you learn how to choose the best SEO company as a reseller of SEO services. We’ll share 10 tips for choosing the top SEO company for your needs. Let’s get started!


What Does an SEO Company Do?

Good SEO companies help other businesses with their SEO (search engine optimization) strategy. The goal of an SEO strategy is to help business websites appear at the top of search results. If a website appears at the top of Google, it improves the chances that potential customers will visit the website. Overall, an experienced SEO firm can help improve the visibility and exposure of a business to grow their revenue when people click and make a purchase.

If you’re an SEO reseller, you will sell the service to your customers and leads whereas the white label SEO provider completes the strategy and fulfillment. The reseller’s clients don’t know about the white label partnership and they typically don’t interact with the white label provider unless specified in the agreement to do so (acting as an extension of the reseller’s brand, not their own).

The SEO fulfillment company should aim to offer top-notch services with good user experience for both the reseller and the end customer.


How to Choose the Best SEO Company: 10 Things to Consider

10 things to consider when choosing the best SEO company to partner with include:

  1. Check Online Reviews
  2. Word-of-Mouth Referrals
  3. Clear and Consistent Communication
  4. Partners Should Encourage Questions and Engagement
  5. Ask for Case Studies and Proof of Success
  6. Set Clear Expectations and Goals
  7. SEO Capabilities
  8. A Defined and Established Process
  9. Avoid Disreputable Tactics and Mystical Responses
  10. SEO is Not Fast, Easy, or Something to be Guaranteed

You need an SEO provider who will invest in your relationship and offer you exactly what you need. Here’s what you should watch for as you choose an SEO company to outsource your work:

1. Check Online Reviews

One of the first steps in learning how to choose the best SEO company is to research the white label SEO agency’s online reviews. It’s essential to do this before making a decision on a partnership. 

Start by checking their Google reviews to get started. To get a well-rounded understanding, move on to other online directories and mentions of their business or website. This will show how they have conducted business in the past with their previous clients.


2. Word-of-Mouth Referrals

Online reviews are essential, especially in the digital age we live in. But word-of-mouth is still one of the strongest indicators of how well companies conduct business! Ask people who have worked with the SEO company you’re considering and get their feedback. You could also ask individuals about other SEO firms they recommend using.


3. Clear and Consistent Communication

When choosing an SEO company for your business and clients, clear and consistent communication is key. Consider asking these questions with the company you’re looking to do business with:

  • What is the primary form of communication (email, phone call, video chat, or in-person)?
  • What is the frequency of the communication?
  • Will they generate a report for your clients to showcase the success of a campaign?

Be sure to choose the best SEO company that answers these questions clearly for you.

However, communication goes beyond just a monthly report or phone call. Look for a partner that provides educational material on SEO. They should help you better understand how the industry works, different strategies, and when they should be used. They should also inform you when algorithm updates are released and what changes occur in the industry.

Boostability does all of that AND offers free live sales support to help you successfully close on a sales opportunity. Our sales team will hop on your sales call to increase your close rate and gain a new client for your business. Learn more about Sales Support here!


4. SEO Partners Should Encourage Questions and Engagement

When you choose the best SEO company, you choose the quality of work your customers will receive. A strong indicator of a trusted partner is an SEO agency that encourages engagement.

To be clear, the white label partner will be in charge of crafting and delivering the SEO strategy to the end client. A campaign is so much more successful when the both partners are engaged and receptive to ideas and questions! If SEO fulfillment firms avoid answering questions, respond vaguely, are confusing, or have a poor attitude over the questions being asked, that’s a major red flag.


5. Ask for Case Studies and Proof of Success

The proof is in the results! You should not make a decision before reviewing SEO case studies and past success stories. Ask to see case studies for the industries you and your clients operate in.

Seek to understand what the SEO fulfillment company in question can offer. Learn how effective their SEO strategies have been for those clients, and if they have enough experience to earn your trust.


6. Set Clear Expectations and Goals

One of the first steps should be figuring out your goals as a future reseller. Once you know your goals, communicate those clearly with the SEO agencies you’re interviewing. Outline exactly what you’re looking for and make sure the companies you’re considering can meet those goals.

You’re looking for a long-term partner, so you want them to have experience working with other partners and growing that relationship. If they don’t seem interested in developing a lasting partnership, move on.


7. SEO Capabilities

Smaller firms and boutique SEO providers find it hard to match the growth of the partnering agencies they serve. At some point they will outgrow their offerings. However, a full-service SEO provider can match that growth and continue providing value to your client as they grow. They typically can sustain a larger staff so work gets done quicker and more efficiently.

Another thing to consider is how quickly SEO changes. Google can release an algorithm that completely changes the SERP landscape. Your SEO partner should have the capability to be agile in these instances.

They should notice those changes quickly and be able to offer solutions to your clients. This will help them continue to grow their online presence.


8. A Defined and Established SEO Fulfillment Process

A potential SEO fulfillment partner should walk you through every part of their process so you understand exactly what your clients will experience. If they can’t answer your questions about the process, then they probably aren’t a good fit. The right partner will have a deep understanding of how search engines function.

While it’s impossible to teach you everything about SEO in a moment, they should be able to simply explain their process. In the end, good SEO is attention to detail and reacting quickly to the constant algorithm changes. Hiring an SEO agency brings a lot of unknowns for some small businesses. An established process helps ensure success for both the agency and the customer throughout each SEO campaign.


9. Avoid Disreputable SEO Tactics and Mystical Responses

Any company who talks about SEO in a mystical way does not have a clear idea of what they’re doing. Yes, a technical SEO strategy presents its difficulties and can take time. However, there are industry SEO best practices that they should be able to explain to you in a simple and clear manner.

With that in mind, watch out for those who practice “Black Hat” SEO. Using techniques like shady link building, keyword stuffing, or cloaking are prohibited by Google’s SEO guidelines. Those who violate these rules can have their websites deindexed and see a decrease in organic traffic.

A company might not always be forward about their use of these improper practices. Those who claim to have special insights that they are not willing to share with you are worthy of suspicion. Transparency in the process makes them more reputable.


10. SEO is Not Fast, Easy, or Something to be Guaranteed

When hiring an SEO company for your business, avoid agencies that claim fast results. You should also be wary of companies that promise SEO is easy, and those that make hard guarantees. (Example: “Your business will reach the top spot of Google in less than a month!”)

It is unrealistic to make guarantees when it comes to SEO and optimizing your website. The landscape changes often and algorithm updates are released at a rapid rate, especially in the last year. Algorithm updates in 2021 have been 28% more volatile for desktop searches and 84% more volatile for mobile searches compared to the previous year.

Companies that make such lofty claims tend to over promise and under deliver. Organic search is a long-term strategy that takes at least 6 months to a year to start seeing results. This process is dependent on budget, industry competition, state of the website, and so much more.


Know How to Choose the Best SEO Company to Partner With

One of the greatest concerns you should have as a reseller is hiring the wrong SEO fulfillment company. Some companies are better positioned than others to provide SEO services. Partnering with an expert in the field can save your company a significant amount of time and money.

Here at Boostability, we have specialized in providing support and data-driven SEO campaigns to our partners and their clients for over a decade. Boostability is the #1 global provider of white label SEO services. We can invest in resources that smaller firms can’t afford.

We have dedicated SEO professionals working behind the scenes on every campaign. In addition, you will get a dedicated Partner Growth Manager (PGM) for growing your business. You will also have everyday access to a top tier Sales Support team. This can help your business learn how to sell SEO services and increase the close rate.

Learn more today about our white label SEO platform and how it can benefit your business!


Paul Boucher is a business development leader at Boostability. Joining the company nearly five years ago, he brings 20+ years of digital marketing experience to the company. Paul holds a BA in Business from Concordia U in Montreal, Canada, a BS in Psychology from BYU, and a Masters in Education with an emphasis in Instructional and Technical Design. Outside of work, you can find at the gym doing CrossFit or on the slopes taking the latest runs in Utah’s world famous snow.