Blog Post

The Best White Label SEO Tools


Many agencies are looking for white label SEO tools. As the field of digital marketing has evolved over the last several years, it has become quite expensive to build your own product. For this reason agencies often turn to what is known as a white label solution for their digital marketing needs.

Additionally many users on the internet are expecting free tools to help them analyze their positions in the search engines and their overall digital marketing strength. As the online marketing business has evolved, new tools have been introduced by many of the leading firms such as Ahrefs, SemRush and Authority Labs. Some of these tools are white labeled, but they can also be complex and difficult to use for agencies.

So how does a modern agency find awesome reporting, backlinking, analysis, and Consulting tools that they can white label and present to their customers? That is the subject of this post and it is our intention to outline all of the various aspects that need to be considered when an agency shops for white label SEO tools.

What is white label SEO?

White label SEO, also known as private label SEO, is when an agency or digital marketing firm sells a product that is actually delivered by a third-party, rather than resources that are in-house. In other words, the agency has a client and is collecting revenue but is not actually doing the digital marketing work. The search engine optimization work is done by a third-party, also known as a fulfillment company. Outsourcing work to fulfillment company is not a new concept and has been around for many generations, far before the internet existed. What is relatively new is the idea that you can white label a search engine optimization product and represent it as your own online.

Search engine optimization has traditionally been seen as a technical project where an analyst makes changes to a website. They will analyze the website and determine how search engine spiders, such as Google's, will interpret the website and then tune it to maximize for positioning in the search engines. This profession has been around for well over 10 years and has evolved as the algorithms have changed to match modern web design trends.

In recent years search engine optimization has begun to include link building, something that was originally seen as out of scope for SEO technicians. As the internet has become more and more crowded, link building has become more competitive and a more necessary part of search engine optimization. In fact, many people estimate that backlinks are just as important, if not more so, than onsite optimization.

Following this trend, white label SEO tools now have a heavy emphasis on link building. Without solid backlinks it is impossible to rank a client on a specific keyword phrase. More and more tools have evolved to help search engine optimization specialists understand exactly how competitive is specific keywords space is.

Here are some examples of tools you're likely to encounter as you start to investigate what the white label options are.

AHREFS: AHREFS Is a software tool that gives tremendous insight into backlinks as well as outbound links for any specific domain on the internet. Essentially ahrefs has crawled the entire internet and exposes that database to any user. The objective of the software is to represent the internet, and more specifically the linkscape (data representing how all websites hyperlink to each other), as Google would see it - which we know Google has represented in their database. Of course it would be ideal if Google would simply show us this data, but that is not likely to happen. Google is very protective of how they view the internet because they do not want marketers to game their algorithm. Ahrefs shows us data such as how many backlinks are coming to a specific domain, who is linking to that domain, what anchor text are used in every one of those links, and how strong each inbound link is to a domain. These are some of the most basic features of the software and there are many more advanced features that digital marketing firms will need to know how to use.

A more advanced feature of ahrefs is the competitive backlink analysis and link intersection analysis. This feature allows the user to enter several competing domain names and see how their backlinks compare to each other as well as overlap. This is very useful for digital marketing analysts who are trying to figure out why one domain has a competitive advantage over another in the search engine rankings.

SEMRUSH: SEMRUSH has a different Focus than AHRFS. SEMRUSH is scraping Google search results and represents all the various keyword rankings for every domain name in the world. Whereas AHREFS helps us understand the linkscape, as Google may see it, SEMRUSH helps us understand output in the Google search results (also known as Search Engine Ranking Placement - SERP). While any particular user could see this data for themselves by searching google.com, this is a very helpful white label SEO tool because it shows all the rankings for particular domain on one screen (rather than running them individually). For a user to go to google.com and see if a domain is ranking in the search engine result, they have to check each specific keyword individually as well as know what keywords to check in the first place. SEMRUSH makes this all easy by running those queries automatically and storing the results in their database based on scraped output they have pulled from Google.com. Additionally they store history for all these individual rankings on every keyword that a domain may rank on. You can see quite quickly why this is valuable data to have at your fingertips and why you would want to white label this data and pass it on to your clients as you do search engine optimization work on their website.

Authority Labs: Authority Labs is another white label SEO tool that each agency may consider using as they put together their offering. Authority Labs also scrapes Google search results. However they do this in real time and through an application programmers interface (API). This allows for an agency to develop their own custom application and integrate search results from Google directly into their dashboard without having to scrape Google themselves, which is notoriously difficult and something Google does not want us to do. Unlike the previous tool though, Authority Labs does not keep any history or show us any trends or analytics. This white label tool is more geared for developers who are building custom applications and want to include Google search results within them.

HubShout: Hubshout is, of course, another white label SEO tool that each agency should consider. Unlike those mentioned above which are primarily software, Hubshout is a service. HubShout combines analysis, consulting, link building, and software into a bundled service that agencies can then put their own logo on and represent to their clients as their own.

Also known as private label SEO, white label SEO allows smaller agencies to have the efficiencies and profit margins of larger firms. Is often very hard for small firms to have the economies of scale because they only have a handful of clients. This often makes access to other white label SEO tools difficult due to their cost. However by combining their forces they can have the advantages of larger firms - which is what HubShout offers to agencies around the world.