White Label Link Building: How It Works for Agencies
White label link building lets agencies resell links under their own brand. How the order flow works, pricing, margins and how to choose a provider.
White label link building is when an agency buys links from a specialist provider and delivers them to its own clients under the agency's brand. The provider does the prospecting, outreach and placement, and the client only ever sees the agency's name on the report.
It's the most common way SEO agencies sell link building without hiring an outreach team. The agency keeps the client relationship and the strategy, and the provider handles the repetitive production work behind the scenes.
Done well, it's invisible to the client. Done badly, it's the agency's reputation on the line for links it never saw.
How a white label order works
- The agency agrees a link plan and budget with its client
- It orders placements from the provider, choosing tiers, target URLs and anchors
- The provider finds suitable sites, writes or edits content and secures the links
- The provider reports live URLs and metrics, without its own branding
- The agency adds the links to its own branded report and presents them to the client
Why agencies white label their link building
- Capacity without hiring. Outreach is labour-intensive, and a provider spreads that labour across many clients
- Predictable costs. Fixed per-link pricing makes it easier to quote and protect margins
- Speed. Providers with existing publisher relationships can place links faster than a new in-house team
- Focus. The agency's people spend their time on strategy, content and client service
The trade-off is control. You're trusting the provider's site selection with your client's site, so the vetting you do on the provider matters more than with almost any other supplier.
White label link building providers compared
Several established providers offer white label reporting. Details below are as listed on each provider's own site in October 2026.
| Provider | White label offer (as published) | Starting price per link | Who picks the sites |
|---|---|---|---|
| fatjoe | Unbranded CSV report export, dashboard for orders | £60 (DR 10+) | fatjoe, within the DR tier you choose |
| The HOTH | "100% private label" reports, reseller programme | $150 (DR 20+ link outreach) | The HOTH, within the tier you choose |
| Loganix | White-label reporting included with guest posts and niche edits | $200 | Loganix, vetted by an SEO |
| Rhino Rank | Describes itself as a white label link building agency | $60 (curated links) | Not stated on the pricing page |
The HOTH's reseller page says most of its resellers see margins of 40 to 60%. That's the provider's own claim rather than independent data, but it gives a sense of the markups agencies apply.
For in-depth comparisons, see our roundup of the best link building services.
How much margin do agencies add?
There's no industry standard and no reliable published data on agency markups. The table below simply shows what different markups look like, so you can sense-check a quote or a resale price.
| Wholesale price per link | Resale at 40% markup | Resale at 80% markup |
|---|---|---|
| $100 | $140 | $180 |
| $200 | $280 | $360 |
| $400 | $560 | $720 |
Illustrative maths only. What you can charge depends on what clients see as the value: strategy, reporting and results, not the links alone. Our guide to link building cost shows the wholesale prices in the market.
How to choose a white label partner
- Ask for live examples in niches similar to your clients'
- Check the quality floor. Do they check real organic traffic, or just DR? (Our explainer on Domain Rating vs Domain Authority covers why DR alone is weak)
- Read the replacement and refund terms. Your client will ask what happens if a link drops
- Test the reports. Make sure they're genuinely unbranded and easy to drop into your own template
- Check anchor control. You'll want to set anchor text per order to keep each client's profile natural
- Order a small test batch before committing a big client
Should you tell clients you use a provider?
White label means the provider's branding stays off the deliverables. It doesn't require you to mislead anyone, and how open you are with clients is a business decision.
Some agencies describe their link building as delivered through specialist fulfilment partners, which is accurate and rarely raises eyebrows. What matters more is that you can answer questions about every link you deliver: where it is, why that site was chosen and what happens if it disappears. If you can't, the problem isn't the white label arrangement, it's the provider.
The risks to manage
The provider's links carry your agency's name, so their weaknesses become yours.
| Risk | How to manage it |
|---|---|
| Low-quality or link-selling sites | Spot check every placement's traffic and relevance |
| Over-optimised anchors | Set anchors yourself and keep a log per client |
| Links removed later | Choose providers with a replacement guarantee |
| Client discovers the provider | Use unbranded reports and your own reporting template |
| Paid link policy risk | Be honest with clients about what Google's policy says (see buying backlinks) |
The short version
- White label link building means reselling a provider's links under your agency's brand
- It lets agencies scale link delivery without hiring an outreach team
- Most established providers offer unbranded reports, with per-link prices from around $60
- Your client's site depends on the provider's vetting, so test them before you commit
- Price your resale on the value you add, not just the link
If you're still deciding whether to outsource at all, start with our guide to outsourcing link building.