Key takeaways
- Most agencies resell white label SEO at 1.5x to 3x the wholesale price.
- A 2x markup is a 50% gross margin, close to the industry median.
- Price on the value to the client, then check that the margin covers your account management time.
How much should you mark up white label SEO?
Most agencies mark up white label SEO between 1.5x and 3x the wholesale price. A 2x markup gives a 50% gross margin, close to the benchmark median of about 55%. Go lower for very competitive local markets and higher when you add strategy, reporting calls and account management on top.
The benchmark comes from Nico Digital's 2026 report, which places agency gross margins on SEO retainers between 45% and 65% and retail prices around two to three times wholesale.
What is the difference between markup and margin?
Markup is how much you add on top of your cost. Margin is the share of the selling price you keep. Buying at $1,000 and selling at $2,000 is a 100% markup but a 50% margin. Confusing the two is the most common reason agencies think they earn more than they do.
| Multiplier | Markup | Gross margin |
|---|---|---|
| 1.5x | 50% | 33% |
| 2x | 100% | 50% |
| 2.5x | 150% | 60% |
| 3x | 200% | 67% |
The math on real wholesale prices
Here is the math on my three wholesale plans, per client per month:
| Plan (wholesale) | At 1.5x | At 2x | At 2.5x |
|---|---|---|---|
| Essential, $1,000 | $1,500 (keep $500) | $2,000 (keep $1,000) | $2,500 (keep $1,500) |
| Growth, $1,750 | $2,625 (keep $875) | $3,500 (keep $1,750) | $4,375 (keep $2,625) |
| Scale, $2,500 | $3,750 (keep $1,250) | $5,000 (keep $2,500) | $6,250 (keep $3,750) |
Check the retail price against your market. Clicks Geek reports around $500 to $1,500 a month for basic local SEO and $1,500 to $3,500 for mid-tier services, and Agreed Technologies puts typical wholesale between $300 and $1,500 per client.
Four factors that decide your markup
Your account time
Calls, reviews and reporting take hours. A 1.5x markup rarely covers a demanding client.
Value to the client
A dealer group or e-commerce brand earns far more per lead than a local plumber. Price accordingly.
Market competition
Crowded local markets push retail down. Niche and B2B markets support higher multiples.
What you add
Strategy sessions, CRO or paid media alongside SEO justify a higher multiple.
How do you charge for value instead of hours?
Anchor the price on the outcome the client cares about. Estimate how many extra leads or orders they need to cover the fee, show that number in your proposal, and bundle SEO with the services you already provide. A retainer that pays for itself with a few extra leads is easy to approve.
Clients do not buy audits. They buy calls, leads and sales. Anchor the price on the outcome: estimate how many extra leads or orders the client needs to justify the fee, and show that number in your proposal. A retainer that pays for itself with three extra leads a month is easy to approve.
Then bundle. Selling SEO alongside the website, ads or reporting you already provide raises the perceived value and your multiple. I cover the scripts in how to sell SEO to your existing clients.
Common pricing mistakes
- Pricing by the hour and capping your own upside.
- Forgetting tools, ad-hoc requests and your own review time.
- Discounting the first months to win the deal and never recovering the price.
- Choosing a partner on price alone and losing the client to poor results. See white label vs reseller for why custom work protects margin.
If you want a partner whose wholesale price leaves room for a healthy margin, the white label SEO partnership is built for that.
Frequently asked questions
What is a good profit margin on white label SEO?
A 45% to 65% gross margin is typical according to 2026 benchmarks. Around 50% is a solid target for most agencies.
Should I show the wholesale price to my client?
No. Your client pays for your agency's service, strategy and accountability. The wholesale price is between you and your partner.
Can I charge different clients different prices?
Yes. Price on value, competition and effort. Two clients on the same wholesale plan can pay very different retail prices.
How do I raise prices for existing SEO clients?
Tie the increase to added scope or proven results, give 30 to 60 days of notice, and show the return the client has already seen.
Do setup fees make sense?
Yes for complex sites. A one-time onboarding or audit fee covers the heavy first month and filters out unserious clients.
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.