White-Label SEO for Agencies, Delivered Under Your Brand

How white-label SEO works with Laylar

Agencies use the terms white-label SEO, SEO outsourcing, SEO fulfillment and SEO reselling for overlapping things. In practice the questions are the same: what work is delivered, whose name is on it, who talks to the client and who is accountable. This page answers them for how we work.

What we deliver

We only resell services we deliver ourselves. If a client needs something outside this list, we’ll say so during scoping rather than subcontract it quietly.

Service	What your agency receives
Technical SEO	Audit findings and implementation tickets for crawling, indexing, redirects, structured data and speed
On-page SEO	Page-level recommendations or changes: titles, headings, internal links, content gaps
Content SEO	Briefs and written content for your client’s site, ready for client review
Local SEO	Business Profile review and local page recommendations within Google’s guidelines
E-commerce SEO	Category, product and faceted navigation work, including Shopify and WooCommerce stores
Merchant Center	Disapproval and warning diagnosis, product feed fixes and review-request preparation
AI SEO & GEO, AEO	Content and technical work aligned with Google’s guidance on generative AI features
Platform SEO	WordPress, Shopify and WooCommerce platform-specific fixes

Scoping each client

No two client sites need the same work, so we don’t sell fixed packages. For each client you bring us, we agree the scope before anything starts.

1. You share the client’s goals, website, platform and any known problems or history (past penalties, migrations, Merchant Center warnings).
2. We look at the site with read-only access and confirm which services apply.
3. We agree deliverables, who implements them, branding, reporting format and communication.
4. We agree pricing and turnaround for that engagement.
5. Work starts, usually with a manual audit that sets priorities for everything after it.

We can discuss confidentiality and branding requirements during scoping, including whether deliverables carry your branding only, a co-brand or no branding at all.

Access: start with read-only

Google’s guide to hiring an SEO advises granting only read access to Search Console during an audit, not write access. We follow that. Read access is enough to audit indexing, performance and enhancement reports, and it keeps your client in control of their property.

When implementation is agreed, we ask for the narrowest access that does the job: a CMS editor account, a staging site, a developer handoff or Merchant Center access. Google also says that anyone with server or FTP access should explain the changes they make, so every change we make is logged with the reason. For Business Profile work, the business owner stays in control of the profile, and Google requires the owner’s consent before a third party that manages a profile adds a services menu URL.

Deliverables an agency can expect

Audits

A manual technical and on-page audit with findings ranked by impact and effort, written so your account manager can present it. Google says an audit should give realistic estimates of improvement and the work involved, and that a provider guaranteeing first place should be avoided. Our audits follow that. See our free audit for the format.

Implementation tickets

If your developers or your client’s developers make changes, we write tickets they can act on: the URL or template, the problem, the change, how to test it and the source we relied on. If we implement directly, we document the same details afterward.

Content

Content is briefed and written for the client’s audience, checked for factual accuracy and returned for client review. We don’t produce pages at scale to target keyword variations, because Google’s spam policies treat many pages generated primarily to manipulate rankings as scaled content abuse, however they are made.

Local SEO and Merchant Center

Local work follows Google’s Business Profile guidelines: the real-world business name, an accurate address or service area, the fewest specific categories and one profile per business. Merchant Center work covers disapprovals, warnings and product data, with fixes made at the source. Neither comes with a promise of map-pack placement or approval; Google makes those decisions.

Reporting and communication

Reports come in your format: your template, your branding and the metrics you want your clients to see. We include what changed, why, what we found and what we recommend next, so your team can answer client questions without forwarding them to us.

Communication runs through whoever you nominate on your side. Questions from clients reach us through you unless you decide otherwise during scoping. If we find something urgent, such as a site deindexing problem or a Merchant Center warning, we tell you straight away so you can talk to the client.

The client relationship stays yours

You own the relationship, the contract and the commercial terms with your client, and you remain the person they hold accountable. That’s the reason we’re careful: Google’s guidance reminds site owners that they are responsible for the actions of companies they hire, which in a white-label arrangement means your client, your agency and us.

Compliance: what we won’t do for any client

All work follows Google’s spam policies. In a white-label setting, three areas matter most:

• Link spam: we don’t buy, sell or exchange links for ranking, build automated links, or add widely distributed footer or template links to client sites. Google’s own advice to site owners is that they should never have to link to an SEO.
• Site reputation abuse: Google’s policy explicitly names white-label services and freelancers as sources of third-party content. Content we write is for the client’s own audience and integrated into their site with editorial oversight, not published to exploit the host’s ranking signals.
• Doorway and scaled pages: no near-identical city or service pages that funnel to one page, and no mass-produced content.

We also won’t claim special access to Google, promise rankings, traffic or AI citations, or hide changes from you. Pricing and turnaround are agreed per engagement after scoping; we don’t publish fixed numbers because the work depends on the client.

If you’re not sure whether a client is a fit, contact us with the site and the problem, and we’ll tell you what we’d look at first.

Sources

• Google Search Central — Do you need an SEO?
• Google Search Central — Spam policies for Google web search
• Google Business Profile Help — Guidelines for representing your business on Google