Hey, you wanna know a secret? Most of the branded content published online was written by a third- or even fourth-party subcontractor. Yes, there may be a very personal-looking byline from a marketing head on that blog, but that’s all part of the white label search engine optimization (SEO) illusion.
A whopping 68 percent of marketing agencies outsource their SEO to white label content writing services. Twenty-eight percent place entire content marketing projects into another agency’s hands.
Why? Because it just makes sense. As an agency, you have an obligation to make your clients happy and ensure their marketing performs. That duty does not necessarily mean that you have to do it all yourself.
In fact, you may be doing your clients a disservice by trying to take it all on yourself. You owe it to them and you owe it to your entire company to evaluate all of your options. Then, you must determine the best strategy to make your target outcome happen.
The decision to outsource SEO and content writing services to others is never easy, but when it works, it works well! Many agencies even end up developing a symbiotic relationship with their white label content writers where they, their client and the content writing company are all happier for it.
Outsourcing is a reality of the business, and these four dirty little white label SEO secrets help ensure that it all goes according to plan.
White Label Content Writing Won’t Dilute Your Brand Voice or Results When You Do It Right
The thing most agencies get wrong when it comes to white labeling is that they think of the end product as something they have no control over. You would have to work with an absolutely terrible content writing and SEO agency for that to be the case!
In reality, the interaction between the agency and the content writers is just like any other B2B relationship. Expectations and guidelines are set, something is produced in an attempt to satisfy those prompts and the agency client gets to evaluate the results.
If the results aren’t up to snuff, you can send back an edit request and try again. Or, you can give a different writer or white label agency the opportunity to try their hand.
Quality and following directions are just like price in that way: if your business can’t find what you need somewhere, you get to go somewhere else.
Expecting a specific outcome that meets all of your SEO and quality guidelines while adhering to your client’s preferred brand voice is just par for the course.
You really aren’t putting too much at the mercy of someone else—and if you feel like you are, then you either have to get more specific with your prompts or move on to someone who gets what you want more intuitively.
Google Can’t Point You Towards the Best White Label SEO Options
So you know that white label SEO services necessarily have to do things your way. But how do you find a company that can get it right?
If your answer is “just Google it,” then you may be in for a rude awakening. Unfortunately, the logic that a good SEO company will know how to rank at the top of search engine results just isn’t true. Instead, the companies that do the best work may be so busy tending to their clients that they have to put their own SEO on the backburner.
“What happens is most of the very good companies, the ones that are in high demand, the ones that do consistently great work and get great referrals, they don’t actually need to rank. Many of the companies that rank well for best SEO plus city name or best SEO plus a region or plus a particular specialty, like best ecommerce SEO, are not the best. They are, in fact, the folks who are simply without any client work and so they’re concentrating all their energy on trying to get new clients.”
The internet may ironically be a really poor source for finding what you need, then. What is a good source? Referrals! Try to find a white label SEO agency within whatever you consider your niche. That can mean finding an agency with a “just right” size, one that caters just to your specific clientele or one able to get glowing reviews from other people and companies you respect.
Word-of-mouth is still one of the most important digital marketing techniques, so rely on it to find a writer or agency that suits you.
You Can Never Take Promises of Results at Face Value
Content writing outsourcing can bring all of the above benefits and then some, but you should still be wary of so-called “guaranteed” performance results in terms of ranking. Quite simply, no matter how smart the technical SEO person is or how great your content writer is, they cannot control the search engine algorithms, let alone how competing companies make use of them. A great white label SEO agency can do everything right but still have just so-so ranking results.
However, the other hard work they put into the project still counts for something! Site visitors are more likely to enjoy the content, and search engine giants like Google always value quality and user experience over technical SEO factors.
What can be promised is great quality work and attention to detail. Ideally, your outsourced agency also has the tools to constantly measure, adapt and improve in light of actual results. So, while no one can promise your client will be ranked No. 1 overnight, they can promise that they will follow all the best practices to make that happen.
Getting an Outside Content Writing Service Can Make Your Great Ideas Even Better
Outsourcing content writing and SEO naturally scales your available client load while helping you meet your deadlines more efficiently. You also gain specialized expertise that can include someone else paying for the tools you desperately need to get performance.
But what you may have overlooked is the fact that, if you’re already a great writer or content strategist, a white label services provider might actually make your writing even better. Why? Because an outside perspective can amplify your great ideas while integrating them with a writer’s own natural intuition.
This kind of relationship requires a talented writer with an understanding of not just your guidelines but also the intent of your content. When they can grasp that, they can turn what would have been a so-so post you could have written yourself into something much more engaging.
Don’t take offense—it works both ways; the writer could have the kernel of an idea, bounce it off of you and receive more detailed guidelines on how to execute.
The bottom line is: two heads are better than one.
As an agency that specializes in white label content writing services and SEO ourselves, we’re talking from experience! Many of our clients are actually high-profile marketing agencies that make use of our talent to produce amazing content on a consistent schedule while developing their voice.
Collaborating is the name of the game, and professional writers like ours are eager to try new things and put words to others’ ideas. The end results speak for themselves, even if who actually made them happen is a trade secret.
Curious about some of the white label content writing work our agency has done? Take a look at some of our agency partners’ happiest clients! Or, contact us today for a writing sample based on your very own project.