Search engine optimization, and even digital marketing as a whole, isn’t an easy topic to grasp.
For those who are more familiar with traditional forms of advertising, the idea of algorithm-calculated search results might seem overly complicated.
Of course, that’s why it makes sense to get SEO help. Having a digital marketing strategy is important, but business owners don’t always have the time, effort, or interest to dedicate to the cause. That’s where agencies (like yours) come in.
But even if you own a thriving agency, you may lack the in-house resources to do all of the heavy lifting on your own. What’s more, you may not want to get bogged down in the nitty gritty of fulfillment. Instead, you’d rather stick to what you’re passionate about – selling and client management.
We get that a lot, which is why we love partnering with our white label SEO resellers.
We believe growing together creates the freedom to be more, do more, and have more. By working as a team and focusing on our unique strengths, we can facilitate campaign success.
While we take care of the content creation, website optimization, and deliverable syndication, you can focus your efforts on client retention, sales, and other crucial areas.
Even if you aren’t handling fulfillment, however, you still need to have a good understanding of the SEO services you’ll be providing to clients.
To decide on the right white label SEO program for your agency, you’ll have to figure out which service plans or packages will best fit your clients’ needs.
Understanding exactly which deliverables are included in our SEO plans, as well as the benefits they offer, can seem daunting. But we’re here to make things easier.
We know that looking at a pricing sheet or a long list of packages can be an overwhelming experience. That’s why we’re breaking down exactly what kinds of deliverables we offer (as well as their value for your clients and your business) in our post.
No matter where you are in your journey, this introductory guide can ensure your goals and your plans are aligned.
You’ll also learn how these specific deliverables can improve your client’s online presence and how these products work together to create a stronger SEO strategy.
Let’s start with the products you should focus on selling first -- especially if you’re working with local and small businesses.
Premium Onsite Report
We have a whole SEO case study devoted to our premium onsite product. But if you’re looking for a brief rundown, we’ve got you covered.
Think of the premium onsite or onsite report as a necessary first stop on your SEO roadmap.
While the premium onsite product can be used at any point to improve SEO results, we typically recommend it to our partners and their clients before we do any other kind of optimization.
Within the very first month of a campaign, the premium onsite report can be used to either add new web copy or improve upon what’s already there. This is highly beneficial in cases where a client’s website lacks both information and optimization.
The initial onsite report includes a detailed analysis of the site to address its navigation, optimization, and other technical SEO best practices.
For example, we’ll recommend this product for clients who offer multiple services but whose websites don’t contain individual pages for each of those services.
Say your client is a dentist and they have only one main “services” page on their website:
While this list might look tidy, it’s not going to do much for their SEO.
What they really need is a separate page for each of their main services (or, at the very least, selected services from that list with sufficient search volume).
That way, each of those landing pages can be optimized and indexed, allowing your client’s website to contain more valuable information and more keywords incorporated in a natural way.
Let’s assume we did our keyword research and found that a number of the client’s services – such as veneers, root canals, implant restorations, and teeth whitening – were viable keyword candidates.
In that scenario, our analysts would recommend ordering one premium onsite for each new page we build for those services. Each new page costs $90, bringing the order of four pages to $360.
Now it’s time to check out the client’s homepage. We want to make sure that this main landing page has enough copy to provide valuable information and to optimize.
For the sake of argument, let’s say we discover the client’s homepage is too thin. Our team would recommend one more premium onsite to flesh out and optimize this page.
Because the homepage is the most important, spending that additional $90 for copy and metadata will be well worth it.
This, in theory, would bring the total for month one to $450. We want to make sure that our plans are affordable for the client, so we usually recommend that the premium onsite products represent the entire month-one activity set.
Keep in mind that we don’t dictate markup; we leave those decisions to our partners. But if you were to mark up our costs by 100%, the first month cost to the client would be $900. In other words, your agency sees significant profitability.
Using the premium onsite product, the client will be set up for success with subsequent components of the strategy by taking care of these website improvements first.
Moreover, this can be an excellent introduction to SEO. Agency owners can showcase how these small details can have a big impact – even before any link-building or blog content creation is performed.
Monthly SEO Plans
Following the execution of the onsite report in the first month, your clients will start to receive recurring content deliverables in Month 2.
That’s where our SEO Grow, Leap, and Soar plans come in.
These three tiers of plans cover several different aspects of SEO. The plan you select will depend on your budget and the goals of the client.
As you can see from the chart above, all three of our plans feature consistent reporting, keyword research tools, and credits for phone tracking. The initial one-time onsite report is also included in all three plans.
Arguably, the recurring content deliverables are the stars of the show.
Depending on the plan level, your clients will receive a certain number of onsite blog posts, off-site articles, and off-site featured news stories each month. Some plans also include the creation of visual assets, which are images created specifically for the client’s website and for the blog post in question.
These recurring deliverables all work together to create a stronger SEO strategy. Individually, they can improve ranking signals in multiple ways. But when onsite and off-site SEO techniques are combined, they can make a colossal difference in how a client website is ranked in search engines and brings in organic traffic.
First and foremost, we focus on creating high-quality onsite content that’s relevant to the client’s business and to their keyword selections. We’ve assembled a team of talented writers, all based in the U.S., who conduct thorough research and produce informative and valuable content for web users. With any of our plans, you’ll have the ability to choose from three tiers of writing excellence.
Our writers also create off-site articles and featured news stories. These two types of content are used to strengthen a client’s backlink profile.
While articles are relevant to the client’s industry and provide more control over anchor text, news stories are posted within our publisher network of high-DR websites with healthy traffic.
Used together, these backlinks can allow your client’s website to be seen as more authoritative and diverse.
We’ll dive deeper into the effectiveness of these aforementioned deliverables in a minute. But before we do, let’s take a look at one more product you’ll want to know about if your clients want to focus on local results.
Local SEO (Yext Powerlistings)
Local SEO is a huge priority for most of our partners.
Developing a strategy that includes geotargeted keywords can help your clients rank. But including local listings in your SEO strategy will also play an important role.
We utilize Yext’s Powerlistings program, which lists accurate business information for your clients in more than 75 of the top online directories.
This makes it easy to amend operational hours for seasonality, override outdated data, and optimize for inclusion in certain Google search features (like the map pack).
Yext’s program also has an API for each directory, meaning that it’s easy to add images, coupons, special offers, and even video to promote your client’s business in new ways.
Why We Recommend These Products For Local Businesses
We strongly believe in the value of our deliverables, but you don’t need to take our word for it.
Consider how Google’s ranking signals are determined via the pie chart below.
As you can see, the two biggest pieces of the chart are devoted to link signals and to on-page signals.
In our plans, the link signals we offer come from the off-site articles and news stories we mentioned earlier.
On-page signals, which refer to recurring content and onsite SEO, come from the two stages of our plans.
We address technical SEO during the initial onsite report. And not only do we deliver onsite content (in the form of blog posts) every month, but we also seize the opportunity to link to other internal pages on your website.
This keeps “link juice” and visitors on your site, meaning that bounce rate is reduced while time on-site is increased. It also helps Google better understand the context and relevance of your site, all of which help with ranking signals.
But there are smaller pieces to think about, too. The behavioral section of the pie chart isn’t something we can control (that’s determined strictly by user behavior, meaning that Google will show results that specific users want to see based on prior browsing activity).
But the blue and pink portions of the pie are related to local SEO, which is why we recommend the inclusion of Yext Powerlistings.
In other words, these three deliverables cover a huge portion of Google ranking signals. It’s no wonder that so many of our clients have had a part in creating major success stories for small businesses.
But what about agencies that work with larger clients?
If your clients are locally-owned but have a larger presence (or you regularly work with national clients), you might think that our deliverables won’t address your clients’ needs.<.P>
Actually, you may just need to slightly tweak the aforementioned strategy to align with your goals. Here’s what we’d recommend:
- Monthly SEO Plans: You can still reap all the benefits of onsite content, off-site articles, and news stories (along with technical SEO and website optimization) to create a stronger backlink profile and fresh, optimized website copy without having an emphasis on local search.
- Cornerstone Content Creation: Don’t underestimate the importance of long-form content. By publishing more in-depth pieces, you’ll capture the attention of both Google and web visitors. Our partners can order individual blogs of 400 words, 700 words, and 1,200 words, which can be mixed and matched to essentially create customized cornerstone content. Visual assets can also be added, boosting the potential for link outreach.
- Link Outreach: Speaking of link outreach… This is yet another way to acquire high-quality and relevant backlinks. Unlike featured news stories, link outreach assets and guest blogs are created to add value to the client’s website and to build partnerships with other site owners.
These three deliverables address many of the same ranking signals as outlined in the pie chart above on a scale that makes sense for larger clients.
Of course, you can always add deliverables like the premium onsite product when needed. Above all else, we want you to sell the products that make the most sense for your clients needs – not the products that are the most profitable for us.
That’s because we value the opportunity to grow together. We’re invested in both your success and the success of your clients.
By clearing up any confusion surrounding the deliverables in our plans, we hope you feel totally confident when making decisions pertaining to your clients’ marketing budgets.
But don’t forget: we’re here to answer any questions you may have along the way. As your partners in digital marketing, we’re here to support you. Just get in touch with our team and we can provide you with the specific guidance you need to sell the products that can help your clients grow.