To price white-label SEO, start with what you pay, add the time you spend managing it, and set a client price that leaves the margin you need. Most agencies go wrong by pricing from what competitors charge instead of from their own costs.
Step 1: Know your wholesale cost per client
Flat monthly rates make this easy. Hourly billing makes it hard to predict. Ask your partner for a flat rate per client, scoped after an audit. See how our wholesale pricing works.
Step 2: Add your own time
White-label doesn’t mean zero effort. You still run the client relationship: calls, reviews of deliverables, answering questions. Estimate hours per client per month and cost them at your internal rate.
Step 3: Decide your target margin
Margin is the share of the client price you keep:
Margin = (client price − total cost) ÷ client price
Example only: if a client pays you $2,000 a month and your total cost (partner rate plus your time) is $900, you keep $1,100, a 55% margin. These numbers are made up to show the math. Use your own.
Step 4: Price for the value, not just the cost
Cost sets your floor. The client’s price should also reflect what the work is worth to them: the size of their business, how competitive their market is, and what a new customer is worth.
Step 5: Add AI-search work as its own line
Clients are asking about ChatGPT, Perplexity and Google AI Overviews. Offering GEO as a separate line item gives you something new to sell to existing clients. See how to add AI-search services without hiring.
Common pricing mistakes
- Pricing below your cost to win a client
- Forgetting to count your own management time
- Promising rankings by a date, then discounting when they don’t arrive
- Locking into long contracts with your partner while your client can leave any month
Frequently asked questions
What is a healthy margin on resold SEO?
It depends on your overhead and how much you manage yourself. Work out your own costs first, then choose a target that covers them and leaves room to grow. There’s no single right number.
Should I show clients my partner’s price?
No. You sell a result under your brand. Your price reflects the value and the service you provide, including your management.
Want a rate card built around your client list? Request one with a free GEO audit.
