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Mastering SEO and White Label Partnerships

Search ain’t easy Each year, search engine optimization has become more technical. Once upon a time (in a land not very far away), keyword stuffing, content cloaking, […]

By Brittany Bronson on Oct 23, 2018 - 15 minute read

Search ain’t easy

Each year, search engine optimization has become more technical. Once upon a time (in a land not very far away), keyword stuffing, content cloaking, user-agent based content switching, GSA-driven automatic link spamming, forum spamming, and other forms of search shenanigans used to actually impact search results. As the cost of cloud computing continued to fall, it became possible for Google’s crawlers to fully index the full internet. Machine learning and neural networks became increasingly sophisticated, and through consistent refinements to Google’s algorithms, the efficacy of such black hat strategies was eliminated and reversed, and the sites that employed them were permanently banished from Google’s search results. Indefinitely. And good riddance!

Fortunately, as developers who’ve built search engines ourselves, we’ve never relied on these get-rich-quick hacks. As white hat SEO specialists, we focus on strategies that follow Google’s  webmaster guidelines. Our blog and SEO starter guide will help you understand and master the basics, avoid common mistakes, and get a more advanced perspective on the data science behind SEO. We’ve even identified data-driven features to programmatically flag and fight many forms of internet spam. Take that, evil spam-makers!

Some of the more public signposts chronicling the beginning and end of this era include 2003’s crowdsourced effort to make “miserable failure” the top result when anyone Googled “George Bush” and Google’s 2007 algorithm update to prevent such “Google Bombs” from happening. Matt Cutts, the public-facing voice of Google’s search quality and webspam team, advised google webmasters that improving your search engine rankings is about creating high-quality content and delivering an excellent user experience on your web page.

Today’s technology toolbox

Nowadays, the arsenal of tools required to be a successful search engine marketer in organic search is high-tech and extensive. You need to arm yourself with spiders, multiple link and site metric providers, onpage SEO auditors, duplicate content checkers, title tag / meta description / alt text optimizers, a litany of automated tools, and a familiarity with the browser’s DOM (document object module) and how servers generate and serve HTML content.

The proliferation of front-end Javascript frameworks like ReactJS, Angular, and Backbone is steadily increasing, and standard canons of data organization and URL structures continually grow in complexity. Search marketers now need much larger toolboxes to store more nifty search engine-friendly devices and maybe even a big ol’ playbook to master the science of search engine optimization, including:

  • HTTP server codes, Robots.txt file, XML Sitemaps, and other related Site Architecture considerations.
  • Web analytics tools like Google Analytics to visualize and quantify user behavior (bounce rates, conversion rates, time per session, pay per click performance)
  • Paid search (Adwords PPC), social media marketing, display advertising through Adsense, and retargeting campaigns.
  • Google’s Search Console and similar tools created for Bing Webmasters give insights into crawlability and indexation stats.
  • Structured data,, and rich snippets to allow webmasters to help search engines make SERPs (search engine results pages) more intentional and informative
  • New meta tags in the HTML markup utilized by other platforms like Facebook’s Open Graph
  • Mobile search, and optimizing UI/UX for mobile devices through responsive design, and CSS allowing designers to target the aspect ratios of different devices through media queries
  • Front-end Javascript frameworks, single page apps using hashbangs or browser.pushstate(), and server-side rendering with PhantomJS or better
  • Browsers like Chrome enforcing best practices like HTTPS across the internet to (hopefully) make the internet a better, safer, more useful place
  • Introduction of AMP (Accelerated Mobile Pages)
  • Expansion of crawlable content to domains previously uncrawlable in facets of the “dark web,” especially inside iOS applications.
  • Non-Google crawlers building a corpus of the internet with different goals, like AppleBot

All of these revolutions have happened in less than a decade, and the SEO landscape looks nothing like what it did before. The rapidly growing and always-evolving ecosystem of search is making search advisory increasingly technical and complex. Doing SEO the right way means understanding exactly what your client needs and delivering real value, leveraging every single technology and trick at your disposal. To do that, you have to understand every detail of this crazy new ever-changing terrain, and keep your toolbox organized and up-to-date. And sometimes that’s pretty difficult when you’re trying to focus on growing and managing the other extremely important parts of your business.

Why white label?

At LinkGraph, our white label SEO services let you to leverage our expertise and provide our products to your clients while you continue to focus on managing your clients and growing your business. We work with 100s of digital agencies and SEO resellers who leverage our platform to get great results for their clients. It’s like Cyrano de Bergerac for SEO–we write the beautiful love letters (aka SEO-friendly content) and you get the girl (aka client)…and the kudos!

Many of our most successful clients are digital marketing agencies who use our white label SEO services and in-dashboard SEO software to get their clients the results they need to continue growing and deepening their relationship. Our partners rely on our in-house teams for content marketing, link acquisition, guest posting, local citations, content writing, and reporting tools. Just think–to offer the level of expertise and experience our LinkGraph team has amassed throughout the years, you’d have to add a slew of employees and provide them with everything they needed to stay abreast of all the goings-on in the Matrix-like world of SEO. Overhead, benefits, training, technology, education…all of these expenses would explode exponentially. And in the time you’ve spent building this expensive new team you could have been out adding new clients.

There are a lot of reasons white labeling makes sense. Forbes recommends that entrepreneurs consider white label services to avoid reinventing the wheel, to keep your customers happy, and to basically get back to doing the business that is your core competency–and money-maker.

LinkGraph’s white label SEO services

Our white label SEO services are designed to optimize every aspect of your client’s websites, utilizing a handful of tried and true, yet constantly updated, strategies. Through a combination of outreach-based link building, custom blog writing and onsite content creation, and a series of audits and testing to ensure that our strategies are working properly and are achieving your client’s desired results. Our “secret sauce” is really not a secret; it’s simply the knowledge and expertise we’ve gained from near-lifetimes of being knee-deep in the world of SEO.  We understand what to do within each of these areas of focus, and we do it well–for you, and for clients. As the provider behind your no-longer-white label, it’s just as important to us to please your clients as it is for us to earn your satisfaction, trust, and loyalty.

We’re going to let you in on our “secret sauce” of search engine optimization so that you know–and can share with your clients–exactly how we’re working together to get them to the top of the SERP.

We start with link building through content marketing: We know. Building high-quality links is hard. We’ve been executing highly scalable and effective link building campaigns for years now, helping brands and agencies earn hundreds of inbound links per month. Along the way, we’ve seen it all. But we can’t express just how important it is. Every comprehensive Google ranking factor study–including the definitive and still-relevant 1998 PageRank article by Google founders Sergey Brin and Larry Page–has found that the number and quality of links pointing to your website is the number one factor most correlated with ranking well in search.

Getting backlinks with relevant content and relevant sites is what we do best, and why we’re an industry leader. We wrote the book (well, at least lots and lots of content) on defining publisher quality, content relevancy for both brand and publication, and keyword research. We realize the importance of backlink building better than most anyone.

So when we start working with a client, we’ll need to first evaluate and audit what they currently have on their site so we know what needs to be done. We’ll run our LinkGraph web crawler throughout their domain to evaluate and index all of the site’s existing links in the backlink profile. Then we’ll compare the results of this audit to the backlinks of top competitors, and see where the client stands, because our goal is to make them stand out and above any and all competitors when it comes to search engine results.

During our audit of your links, we’ll also note and create a plan to rectify toxic, or unnatural, backlinks. These occur when the sites linked to your content are full of spam, were created exclusively for the purpose of link-building, are not being indexed by Google, or contain viruses or malware. Toxic links are aptly named because they will poison your site in the eyes of Google. In fact, you will be served with penalties resulting from Google’s Penguin update, which specifically sets out to punish backlinks from PBNs and excessively high exact-match anchor text.

If we find toxic backlinks, we’ll help your client get rid of them by disavowing them and requesting a re-review of your site from Google to get the site back in Google’s good graces.

We can also help you spot broken links from 3rd party websites that you’ve already earned but aren’t getting any benefit from because the old pages on your site no longer exist.

In addition to backlinks, we audit the keywords used on your client’s site as well, and identify your client’s current rankings across search queries that are most relevant to their industry. This process helps us identify potential opportunities to improve your client’s search rankings based metrics like overall keyword difficulty, traffic share by domain, and monthly search volume.

Next, we create quality blog articles and onsite content
: It’s significantly easier to improve rankings for content that is well-written, researched, internally links to your most valuable landing pages, and is highly relevant for both users and bots. Based on our experience working with hundreds of brands looking for growth, we have repeatedly seen that exceptional content is a key part of competitive differentiation in the SERPs.

That’s why high-quality content has always a core focus for LinkGraph. Our large staff of talented US-based writers create original, beautifully crafted pieces that meet our strict quality guidelines. These articles are tailored to be hyper-relevant to the key demographics we’ve identified through our thorough site audit. Every piece of work created by our writers is reviewed and edited by our in-house staff of professional editors. Our editorial team follows the AP Stylebook to a “T” and adheres to our quarterly-updated policies for content.

Using the information we gathered from our audit of a site’s and its competitors’ target keywords, our teams utilize proprietary language-processing software to benchmark our pieces of content against those competitors who are already ranking on page one. This allows us to iteratively optimize content before we publish to be absolutely sure it will deliver the results we’re seeking.

With our excellent, original content in hand, we reach out on your client’s behalf to publications with high Domain Authority to secure placements on contextually relevant domains. Domain Authority (DA) is a ranking metric created by Moz which evaluates multiple factors of a site, including linking root domains and the total number of links, and turns them into a single score ranging from one to 100. The higher a site’s score, the higher it is predicted to rank on SERPs.
DA is a competitive metric, meaning that it can fluctuate based on the rank of the websites of competitors in the client’s space. Bonus tool: to check the DA of your site and your competitors’, enter the URLs into LinkGraph’s free bulk DA checker to see what your site’s domain authority is.

What this all boils down to is that we’re going to do everything within our power to place your client’s content on the sites of relevant, industry-related publications that are highly-competitive and highly-ranked in SERPs. The result? Your client’s website authority increases with better quality backlinks. The content our writers have created for our clients has appeared in The Wall Street Journal, AdWeek, Mashable, Wired, The New York Times, USA Today, and thousands of other top-quality, widely-read publications.

Lastly, we check our work. All of the work we put into helping you make your client look awesome is for naught if they aren’t effective. To ensure your client that our methods are working, we provide a client dashboard that allows you and your client to measure their performance with granular metrics. We like to compare the original, baseline metrics your client’s site was sporting before our team intervened on your behalf to the post-project metrics to show just how effective our joint efforts have been in increasing your client’s position on the SERPs.

We’ll also perform technical audits, security audits, and penetration testing of your client’s website to be sure that it’s soundly constructed, well-protected and as hacker-proof as possible.

So what are you waiting for?

Now that you know our not-so-secret formula for making websites amazingly SEO-friendly (honestly, it’s more than SEO “friendly;” it’s more like they’re “in a relationship” with SEO), why not give us a call and see what we can do for your digital agency? If you’ve ever considered adding SEO and backlink-building services to your menu of client offerings, consider white-label SEO services with LinkGraph. Our white-label reseller program was built upon our desire to make the Internet a better place for great companies and rid the world of spamminess. Our ginormous toolbox full of proprietary tools, our team’s decades of hands-on experience, and our commitment to stay on top of and ahead of every factor affecting search engine optimization make a partnership with LinkGraph a great investment, both for your agency and for your present and future clients.


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