White labeling in SEO involves one company providing search engine optimization services to another company, which then presents these services under its own brand name to its clients. This arrangement allows businesses without in-house SEO expertise to offer comprehensive SEO solutions without revealing that the work is outsourced. The SEO services are tailored to fit the client company's branding and requirements, enabling them to expand their service offerings and stay competitive in the market without the need to invest in developing their own SEO capabilities