What it means
The reseller owns the client relationship, sets the price and sends the invoice. The provider handles tasks such as audits, keyword research, on-page changes, link building and reporting, and stays out of sight. It differs from a referral arrangement, where the client buys directly from the provider and the referrer only passes along the lead.
Why it matters when you buy software
Some software tools offer white label features, such as branded reports, custom domains for client dashboards or removal of the vendor logo. Check which plan includes them. Also check data protection terms and published security certifications, because client data passes through a second company.
How it works in practice
A typical arrangement starts with an agreement on scope and a monthly fee. The provider does the work and delivers reports without its own branding. The reseller reviews them, adds its own commentary and sends them to the client. Communication with the client stays with the reseller.
See also: Anchor text, Domain rating and the glossary index.