White-label local SEO for agencies with franchise clients

By Gijs Bodenstaff · Updated: 2026-10-05

With white-label local SEO your agency sells Google Maps management, review management and GEO per location to franchise brands, while we carry it out under your name. You get a standard 20% discount on our public rates, with no setup fees and cancellable monthly. Reporting comes in your house style and the client relationship stays yours.

What does white-label local SEO for marketing agencies involve?

Your agency sells local visibility to a franchise brand. We do the hands-on work per location, but the client only sees your name. Your agency appears on reports, in emails and on invoices. We stay in the background, unless you invite us to the table yourself.

This is work that quickly balloons for chains: managing Google Business Profiles, listings in Apple Maps and Bing Places, replies to reviews, location pages, geo-grid measurements and Generative Engine Optimisation for franchise brands. Per profile it is small. Across thirty or sixty locations it is a craft in its own right.

Would you rather work visibly side by side, with us as a named specialist? Then local SEO and GEO support for agencies is a better fit. This page is purely about delivery under your label.

What we deliver under your name, per location
Component	What we do	How your client sees it
Google Business Profile	Maintaining details, categories, photos and updates	As your agency's work
Apple Maps and Bing Places	Registering, verifying and maintaining locations	In your monthly report
Review management	Reply within 24 hours; AI drafts, a person approves every reply	Replies on behalf of the location
Location pages	A page per location with local content and schema	Delivered through your project approach
GEO (AI visibility)	Tracking fixed test questions in AI assistants per location	As a chapter in your reporting
Geo-grid measurements	Measuring rankings on a grid around each location	Maps in your house style

How much margin does your agency keep per location?

Agencies get a standard 20% discount on our package prices per location. What you charge the franchise brand is entirely up to you. The tables below assume resale at our public price. If your agency charges more, for example because you run the client meetings yourself, your margin rises accordingly.

Partner price and margin per location per month, excl. VAT
Package	Public price	Your cost	Margin when reselling at public price
Basic	€199	€159.20	€39.80
Growth	€400	€320	€80
Full service	€600	€480	€120
Strategy and advice (per hour)	€65	€52	€13

Fictitious worked example: margin per client and per year, excl. VAT
Fictitious client	Resale per month	Cost per month	Margin per month	Margin per year
12 locations, Basic	€2,388	€1,910.40	€477.60	€5,731.20
25 locations, Growth	€10,000	€8,000	€2,000	€24,000
40 locations, Full service	€24,000	€19,200	€4,800	€57,600
15 Growth and 10 Full service	€12,000	€9,600	€2,400	€28,800
8 hours of strategy per quarter	€520	€416	€104	€416

Overview of agency partner prices: Basic, Growth, Full service and strategy, each with a 20% discount on the public rate per location — Partner prices for agencies: 20% off our public rates, amounts excl. VAT.

How to read this example

All clients in the second table are fictitious. The amounts have been checked: number of locations times the difference between public price and partner price, times twelve for the year. Advertising budget and your agency's own hours are not included.

Work together on measurable results, not on an annual contract. Start with the free visibility scan.

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Which tasks does your agency keep in a white-label partnership?

White label only works when the roles are clearly defined. You remain the owner of the client relationship and of the strategy towards the franchise brand. We deliver the location work and the data. A guideline most agencies start with:

Division of tasks between your agency and us
Task	Your agency	Us, behind the scenes
Client contact with head office and locations	Yes	Only if you want us to
Quote, price and invoicing to the franchise brand	Yes	No, we invoice you
Delivery of profiles, reviews, pages, GEO	Review and sign-off	Yes
Monthly report per location	Presents it to the client	Produces it in your template
Campaigns, creative, brand and social	Yes	No
Alert on a negative review or suspended profile	Decides how to respond to the client	Reports it to you within the hour

Reporting under your own name

Per location we deliver a report in your template and house style: profile details, reviews and response time, geo-grid maps and the outcome of the AI test questions. No logo of ours, no reference to us. We set up the dashboard per location so you can share it as your own overview.

Why location work often gets left undone

In our Local SEO Franchise Benchmark 2026 (100 largest chains, 500 profiles), 40% of profiles were fully completed. Only 6 of the 100 chains replied to reviews within 24 hours, the average was 6.8 days and 90% demonstrably had no review management process. Your agency can close that gap, even without in-house specialists.

What terms apply to white-label partners?

We keep the agreements short and verifiable. They are the same as on our sister sites localseobureau.nl and franchiseseo.nl by Gijs Bodenstaff.

No setup fees and no minimum volume.
Cancellable monthly, no annual contract.
Monthly invoicing per location to your agency.
The end client remains the owner of their profiles; we receive manager access.
We never approach your clients and never take them over.
No ranking guarantees and no filtering for positive reviews only.

That last point is deliberate. A location that only asks satisfied customers for a review runs a risk with the platforms. See also review management for chains for our approach.

How do you start white-label local SEO with one franchise client?

You do not have to switch your whole portfolio. Pick one franchise brand where local visibility is already on the agenda. The steps resemble how a partnership unfolds with our direct clients, except you lead the conversation.

You share the list of locations; we run an internal baseline measurement per location.
You choose the package and selling price and present it to the franchise brand.
The franchise brand gives us manager access to the profiles.
After the first month you present the report in your own house style.

We also include Apple Business Connect for chains and Bing Places from the first month, because many chains only look at Google.

When is white-label local SEO not right for your agency?

White label is not the right route for every agency. Be honest with yourself before you sell it.

Check: does white label suit your situation?
Situation	Does white label fit?	Why
You want to keep the client contact and the margin yourself	Yes	You sell under your own name and set your price
The franchise brand wants to speak to the specialist directly	Preferably not	Working side by side is then a better fit
You have no time to discuss reports	No	Someone has to explain the figures to the client
You promise clients fixed rankings in Google	No	We give no ranking guarantees
You only want positive reviews collected	No	We do not do that, not even under your name
The franchise brand has only one or two locations	Doubtful	The benefit lies in scale across locations

A different route for platforms

Not an agency but a franchise platform or directory? Then look at white-label services for franchise portals. You will find an overview of all groups under the clients we work for. According to the Dutch Franchise Association (NFV), the Netherlands had 936 franchise brands with a combined 34,937 locations in 2025.

Agency questions about white-label local SEO

Will my client see anywhere that you do the work?

No. Reports, dashboards and emails go out in your template and house style, without our logo. We have no contact with the franchise brand or the locations, unless you want that yourself. Profiles are in the end client's name; we work with manager access granted by the franchise brand, just as any other agency would.

What discount does an agency get on the rates?

Agencies get a standard 20% discount. Basic then costs you €159.20, Growth €320 and Full service €480 per location per month, excl. VAT. Strategy and advice are charged to you at €52 per hour instead of €65. What you charge your client is entirely up to you.

Do I have to take a minimum number of locations as a partner?

No. There are no setup fees and no minimum volume. You can start with one franchise brand, and even with only some of that brand's locations. We invoice your agency monthly per location, so you only pay for what your client actually buys.

Can I cancel the white-label partnership monthly?

Yes. We work without an annual contract, so you cancel monthly. If your client stops, you stop too. Because the profiles remain the property of the end client, nobody loses data or reviews when the partnership ends. We then withdraw our manager access by agreement.

What happens with a negative review or a suspended profile?

We report it to you within the hour, not to your client. You decide how to bring it to the franchise brand. For the reply to the review, AI writes a draft, after which a person reads and approves it. With a suspended profile, we start the recovery and keep you informed.

Do you use AI for replies to reviews?

Yes, but never without a check. AI writes a first draft in the location's tone of voice. A person then reads every reply and approves or edits it. That way we reply within 24 hours without stock phrases that customers immediately recognise as automated. We never filter for positive reviews.

Do you ever approach my clients directly?

No. We never approach a partner's clients and never take them over, not even if the partnership with your agency ends. If a franchise brand contacts us itself, we refer it back to you. We apply the same agreement on Gijs Bodenstaff's sister sites.

Do you guarantee rankings in Google Maps?

No, and that is why you cannot promise them to your client under our delivery either. Rankings depend on distance, competition and the platform itself. What we do deliver is measurability: geo-grid measurements per location, review response times and the outcome of fixed test questions in AI assistants.

How do you measure GEO per location for my client?

For each location we put fixed test questions to AI assistants such as ChatGPT, Gemini and Copilot and track whether the location is mentioned. We also work on the foundations AI systems rely on, such as complete profiles, location pages with schema and consistent details. The outcome is a standard part of your report.

When am I better off not choosing white-label delivery?

When the franchise brand wants to speak to the specialist directly, when you have no time to discuss reports with your client, or when your client expects fixed rankings or positive reviews only. With a franchise brand of one or two locations, the benefit of scale is also small. Working side by side or directly is then often more sensible.

Sources

Portrait of Gijs Bodenstaff, founder of Franchise Marketing Bureau in Utrecht and author of this page about White label for agencies

Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author

Book an introductory call and discuss which franchise client your agency wants to start white label with.