Key takeaways
- Sign the NDA and non-solicitation before you share any client access.
- Define who owns the work and when ownership transfers.
- Agree on notice periods, access removal and payment terms up front, so ending is as clean as starting.
Why does a white label SEO agreement matter?
A written agreement protects the three things your agency cannot afford to lose: your client relationships, your confidential information and the quality of work delivered under your name. It also removes ambiguity about scope, payments, ownership and how the partnership ends, which prevents most of the disputes agencies experience with outsourced partners.
If you are still choosing a partner, pair this list with the 15 vetting questions.
The 12 clauses to include
| # | Clause | What it should say |
|---|---|---|
| 1 | Mutual NDA | Both sides keep client names, data and methods confidential, for a set period after the end. |
| 2 | Non-solicitation | The partner will not approach or accept your clients directly, for example for 12 months after the end. |
| 3 | No client contact | The partner only speaks to clients when you ask, and always under your brand. |
| 4 | Scope per client | Deliverables per plan, in writing, with how extra requests are priced. |
| 5 | Ownership of work | Audits, content and assets belong to the agency once paid. |
| 6 | Access and security | Lowest permissions needed, no ownership of client accounts, removal at the end. |
| 7 | Quality standards | Work follows Google's guidelines. No link schemes, no spun content. |
| 8 | No guarantees of rankings | Commitments on work and reporting, not on positions. |
| 9 | Reporting | Frequency, format and white-label branding. |
| 10 | Payment terms | Currency, due dates, method and what happens with late payment. |
| 11 | Notice and termination | How much notice to cancel or pause, and the handover at the end. |
| 12 | Governing law | Which jurisdiction applies if there is a dispute. |
What should the NDA and non-solicitation cover?
The NDA should cover client identities, data, credentials, pricing and methods, for both parties, and survive the end of the partnership. The non-solicitation clause should stop the partner from pitching or accepting your clients directly for a defined period, commonly twelve months. Together, they keep your client list safe.
I sign a mutual NDA that lasts three years and a twelve-month non-solicitation before any kickoff. I never contact your clients unless you ask me to.
How should access be handled?
Give the partner the lowest permission level that allows the work, never ownership of client accounts, and keep a list of every access granted. Google's own tools support this: Search Console, Analytics and Business Profile all offer limited roles. When the partnership ends, remove access the same day and confirm it in writing.
- Search Console: a full or restricted user, as described in Google's permissions guide.
- GA4: a viewer or analyst role, set up through user management.
- Business Profile: a manager, not an owner, per Google's roles for owners and managers.
- CMS: an editor account, never a shared admin password.
Should the contract include ranking guarantees?
No. Ranking guarantees are a warning sign, not a protection. Google states that no one can guarantee a first-place ranking. A better contract commits the partner to specific deliverables, response times, reporting and guideline-compliant methods, and lets you leave with short notice if the work does not meet your standard.
That is also why short notice periods matter more than long lock-ins. My plans are month to month with one month notice to cancel. The practical steps after signing are in white label SEO onboarding.
The terms I work under
Mutual NDA, 3 years
Signed before any access or client detail is shared.
12-month non-solicitation
Your clients stay yours, during and after our work together.
You own the work
Everything I produce belongs to your agency once paid.
One month notice
No lock-in. Pause or cancel with one month notice, access removed the same day.
You can read the full terms on the terms of service page, or see how the partnership works on the white label SEO for agencies page.
Frequently asked questions
Do I need a lawyer for a white label SEO agreement?
It is wise. A lawyer in your jurisdiction can adapt standard clauses to your agency and client contracts.
How long should a non-solicitation clause last?
Twelve months after the end of the partnership is common and reasonable.
Who should own the client's accounts?
The client or your agency. The partner should only have user or manager access, never ownership.
What notice period is fair?
Thirty days is common for monthly retainers. It gives both sides time to hand over work cleanly.
Is white labeling deceptive to clients?
No. Subcontracting is standard practice. What matters is delivering the promised work honestly and protecting client data.
About the author
Juan José Giraldo is a senior SEO specialist with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships and supervises the SEO of 18 US e-commerce stores. He runs White Label SEO LATAM from Medellín, Colombia, and delivers white label SEO for agencies in the US, UK, Canada and Australia. Read more · LinkedIn.