A white-label website is one that directly sells your goods under a specific domain, brand, or corporate name. Despite some similarities, this type of website is distinct from affiliate or drop-shipping sites. They are especially well-liked in the retail, travel, and gaming industries. Here, we’ll go through the precise uses of white-label websites. As well as the potential roles they could play in your SEO strategy.

Local white-label website

A local white label is when a business that sells nationally or globally creates local satellite sites. These sites sell the same items and are targeted at a local audience. There are a few benefits to this strategy. First off, it enables much more comprehensive keyword coverage than is possible with just one site. Basically, having 100+ webpages allows you to target thousands of long-tail location-based keywords. That otherwise would be difficult to reach with a single national site. While also optimizing each location for hundreds of semi-competitive local terms.

White-label domains with lots of keywords

This strategy is quite similar to local white-labels. Except instead of hosting your content on a variety of keyword-rich domains, you separate your white label sites by locations. Typically, this is done to target a keyword that is highly tough with an exact match domain. Or to attempt to monopolize the first page of search results for a keyword with several rankings.

The true benefit of this method is that it enables you to diversify your keyword strategy. As well as to rank for extremely difficult terms. Simpler to conquer with exact match domains than with internal links on your own site.

Site collaboration or co-hosted content

When you include your content as a portion of a website in a different topic, that is site sharing. This kind of plan is typically pursued in order to reach a new audience and increase sales. But SEO concerns also come into play. The National Rail hotel booking engine is hosted by lastminute.com. Giving them access to 14,000 pages on a reputable domain and enabling them to rank double for long tail keywords. Additionally, it can entail receiving followed backlinks from that site with carefully chosen anchor text.

Additionally, conversion rates may be much greater. Than if you directed the same user to your branded website for example. This is because your material is hosted on a website that the user is likely to already recognize and trust.

There may be an identical content issue here. Because this method typically entails white-labeling entire or partial copies of the information on your primary site. Especially if you’re doing so onto domains that are more renowned than your own.

Co-branded affiliate websites

Co-branded sites are similar to the previously mentioned co-hosted white-labels. But they vary in that they still use the primary domain name. The site branding however is in the manner of the referring affiliates site. From an SEO standpoint, the benefit of this strategy is that the merchant receives direct connections from the affiliate to their primary domain.

The co-branded websites in the booking.com example use a url attribute to show the appropriate branding for each associate. The rel=canonical element might then be used to eliminate page duplication. And to keep the link equity that the affiliate sent along. Running an internal affiliate program that passes link weight is really no different from this.

Third-party white-labels (aka drop shipping)

While 3rd party white-labels function similarly to drop shipping, the item provider normally manages the website and orders itself. With the 3rd party’s only role being to promote the website. When you are more well-known in the B2B market than the B2C market, this technique can be effective. Since it enables you to profit from consumer-facing brands without having to create your own.

The direct SEO impact to the supplier is frequently insignificant when a site is totally white-label because your brand will be hidden. Since you often have control over the content of the white-label site, it may be worthwhile to include footer links back to your primary website when putting up this type of setup.

Is white-labeling the future of online shopping?

According to what we’ve observed, white-labeling will gain popularity and, in some cases, may even replace conventional affiliate marketing for brand-conscious businesses that want to collaborate with a small number of reliable partner websites or maintain complete power of their network while functioning across multiple sites.


Overall, this is a successful SEO strategy since it lowers marketing expenses and allows you to focus on completing orders and establishing new white label partnerships rather than marketing your own website. If you can acquire it, lovely work! But keep in mind that your white-label partner brands can grow disinterested in the product or be persuaded to sign a more lucrative contract with a rival, so we’d only ever employ this tactic in conjunction with your own primary domain.

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