What is white label SEO? This is when one organization does the reselling of the search engine optimization and another does the delivery work. In this sense, it is a partnership between two organizations. If they work well together this can result in a great business arrangement. A private label SEO program allows the sales team to really focus on selling while the SEO delivery team does the work associated with good, white-hat SEO. This is good for both groups – when they are a good fit. But you need to be sure you have found a good fit before you make a long-term commitment.