Many people know of the concept of private label rights. Essentially, this is where a store like your local grocery store contracts with a manufacturer to create a product like macaroni and cheese. The manufacturer would make the product, but put the store's label on it. White label or private label SEO works the same way: A company that doesn't normally offer SEO services can do so through a white label or private label agreement. This agreement can increase the web visibility for all parties involved. There are at least four of the ways that happens.
Cashing in on a Brand Name
Some businesses choose to deviate from the private label/ white hat model a bit if it benefits both parties. For example, a well-known hotel chain may partner with a well-known car-rental company. Both of these businesses would "admit" on their website that they're offering these complementary services through the other party. However, doing it this way makes sense, because in terms of keywording, the names of those companies are also popular keyword search terms. Each of them get to add a popular brand name to their websites, thus increasing their SEO visibility.
Gaining Expertise That You Don't Have
Some business owners like web designers would like to offer SEO services, because they are complementary to their original service. However, many small business owners just don't have the time it takes to become SEO experts. However, there is a way around this, according to Multifuse.com. In this case, the web design professional sells the services of SEO expert, but does so under his/ her own name.
If the agreement is a true white label arrangement, then the client never knows that it is not the designer who is providing the SEO services for his/ her clients. The web designer would bill for services as he/she always does, with the SEO in the invoice. He or she would then take her cut of what the client paid and then send the rest of the money to the SEO company for payment.
Additionally, because the web designer can now offer SEO services, he/she can add that keyword to his/her business website. This in turn allows for the addition of keyword relating to SEO services, which the search engines will crawl. This effectively increases the traffic to that professional's site, improving its visibility on the web.
Piggyback Marketing
In some respects, white label SEO is nothing more than piggyback marketing. For those not familiar with the term, piggyback marketing is when two or more businesses share marketing costs by advertising for each other: The key to this is that the businesses are complementary to each other and not competition.
For example, a bridal gown designer might partner with a local florist shop to go in on the costs of a website. Each business owner pays for their share of the website costs. In this case, the customers who came to the site specifically for a wedding dress would then be exposed to a possible floral designer, one that they may never have heard of (and vice versa). Each business is getting exposure that it would have gotten otherwise.
Latent Semantic Indexing
Latent semantic indexing (or LSI) is directly related to number three. For those not familiar with the term, it's where an SEO uses keyword phrases that are complementary. Search engines recognize the words as being words that are related. Often they are synonyms like "floral" and "flower." However, they can also share part of a phrase, without being synonyms like "wedding dresses" and "wedding flowers."
By adding LSI through white label SEO, these sites effectively increase the number of search terms that a search engine can crawl the site for. And again going back to the example in number one, if both site owners host the other, then both sites get an increase in traffic due to LSI.
As you can see, white label SEO has much to offer the business professional. You've seen at least four ways that this happens, with many of the ways being complementary or building upon each other. Some white hat SEO agreements remain private. Others capitalize on a brand name to draw more page views.
In some cases, it allows a business owner to offer more services, without having to take the time required to develop the expertise. In other cases, it allows each business to expand the reach of their keyword lists through LSI, effectively increasing their reach on the search engines as well.