Boostability Review: Is Their AI-Powered White-Label SEO the Best Choice for Agencies?

Boostability is a digital marketing agency specializing in AI-powered SEO services for small businesses and white-label SEO for agencies. Founded in 2009, the Lehi, Utah-based agency was built on the premise that SEO should be affordable and accessible for everyone. They describe themselves as the “modern day tech version of Robin Hood.” They have grown to become one of the largest white-label SEO providers in the world.

Boostability reviews are highly mixed depending on where you look. On the B2B review platform Clutch, they have a 4.8-star rating with clients liking their affordability and customer service. However, on consumer-facing platforms like Yelp, they have a 2.6-star rating. Users report mixed experiences, particularly regarding long-term results and transparency.

In this Boostability review, I will analyze their white-label and direct-to-SMB services, dissect their claims, and examine real customer feedback. I also investigate the background of CEO Gavan Thorpe. This is to give you a clear, fact-based understanding of what this agency truly offers so you can decide if they are the right partner for your business or agency.

What are the pros and cons of hiring Boostability?

Pros:

• They offer highly affordable pricing structures. Hourly rates range from $50 to $99 and most common project sizes under $10,000.
• Agencies can outsource their SEO fulfillment entirely to Boostability’s in-house team, utilizing their proprietary “Launchpad” software to track campaigns and provide white-labeled reports to clients.
• Their “Be Found Framework” approach lets clients adapt to the evolving landscape of AI-driven search.

Cons:

• There is a stark contrast in their online reputation.
• Reviews often a desire for clearer communication regarding specific deliverables and exactly what work is being performed month-to-month.
• Their “at-scale” fulfillment model may lead to cookie-cutter strategies.

What does Boostability do?

Boostability is an SEO fulfillment company that operates on two main fronts: direct-to-SMB SEO and white-label SEO for agencies. Their core strategy revolves around their “Be Found Framework,” which aligns SEO practices with how people search today using AI. They focus on building a website’s relevance and trust through keyword research, onsite optimizations, content creation, and backlink building. For agencies, they act as a silent fulfillment partner, handling the execution and reporting while the agency takes the credit.

What services does Boostability offer?

• Small Business SEO – Packaged SEO campaigns tailored for sustainable growth for SMBs.
• White-Label SEO – Reseller programs where Boostability handles the fulfillment, strategy, and reporting under the partner agency’s brand.
• Local SEO – Strategies designed to help businesses dominate local search results and map packs in their specific geographic area.
• AI-Powered SEO – Leveraging data and their Be Found Framework to predict and adapt to ranking factors in AI-driven search engines.
• Link Building – Acquisition of relevant backlinks from trusted sites to improve domain authority.
• Content Marketing & Web Design – Creation of optimized blog content and website development focused on speed and performance.

Is Boostability good at SEO?

Boostability appears to be good at executing fundamental SEO tasks. Their model is built for volume which can be helpful at getting small businesses off the ground. Case studies on their Clutch profile highlight successes, such as a CBD oil consultancy that quickly ranked on the first page of Google. However, because their model relies on standardized processes to maintain affordability. Businesses requiring highly customized, enterprise-level technical SEO might find their approach limiting.

Who are Boostability’s clients?

Boostability serves two distinct client bases: small-to-medium businesses (SMBs) and marketing agencies.

• Small Businesses: Local service providers like plumbers, dentists, and therapists who lack the time or budget to manage SEO themselves.
• Marketing Agencies: Web design firms, PR agencies, and digital marketing companies that lack the in-house resources to fulfill SEO work. Boostability acts as their backend fulfillment center.

Boostability reviews: What do real customers say about this SEO agency?

Redeeming Restoration, a damage restoration company, hired Boostability to do SEO and social media marketing. The owner, Sheri Osborne, said that they saw a 75% increase in website traffic. She commended the team for being cooperative and delivering regular performance updates.

Luther hired Boostability for SEO work. He said that they only helped him rank 6 keywords for $3,600 in 6 months. He then complained about numerous issues that Boostability failed to resolve. This includes website address duplication and SEO rich text applications. Luther said that 30 days after, the issues were still not resolved and he had to do them himself. He also complained that there is no consistency with who you talk with every month which made coordination difficult.

What does Boostability claim?

Boostability claims to be “The global leader in SMB SEO” and the “#1 white label SEO provider in the world.”

They also claim to have managed campaigns for over 26,000 businesses since 2009. They say that a small business reaches Google’s first page every 5 minutes using their services.

Who is Gavan Thorpe?

Gavan Thorpe is the CEO of Boostability. He has a strong background in computer science and search technology, having previously worked at Ah-ha.com (acquired by Ancestry.com) and OrangeSoda. Thorpe joined Boostability in 2013 to run operations, quickly rising to COO, President, and eventually CEO in 2017. Under his leadership, the company has focused heavily on scaling white-label SEO while maintaining affordability. Thorpe is recognized for fostering a people-first culture, winning Comparably’s Best CEO award in 2018 and being named a Top CEO for Women twice. He is also active in the community, championing initiatives like BoostCares and BoostEquality.

Boostability vs Ippei Leads

Why should you choose Ippei Leads over other SEO agencies?

You should choose Ippei Leads over other SEO agencies if you want SEO that is tied to revenue, not just reports. Boostability can be a practical option for small businesses that want affordable SEO or agencies that need white-label fulfillment. Their model is built to deliver SEO at scale, which can be useful if you only need foundational work like keyword research, onsite updates, content, backlinks, and reporting.

The trade-off is that scale often comes with standardization. When an agency serves thousands of businesses or works behind the scenes for other agencies, the strategy can become more about fulfilling tasks than finding the most profitable path for each client. Ranking for more keywords does not always mean you are getting better leads. More traffic does not always mean more booked jobs. A campaign can look active on paper and still fail to produce meaningful revenue.

My approach starts with the money first. I look at the services, niches, and search terms that can actually bring in profitable customers. Then I build the SEO strategy around those opportunities. The goal is to rank for the terms that put your business in front of people who are already searching for what you sell and are more likely to become paying customers.

There is also a bigger long-term advantage. With Ippei Leads, SEO does not have to stop at your main website. When the market allows it, I can build additional lead generation assets that create more opportunities for your business on a commission basis. This gives you more digital real estate, more ways to capture demand, and less dependence on one website or one campaign.

Another reason to choose Ippei Leads is execution quality. Many SEO agencies use a cookie-cutter process, and some outsource the actual work to 3rd-party companies without the business owner realizing it. My team keeps the SEO work in-house. We also use AI to move faster on deeper onsite improvements, such as optimizing meta descriptions, headings, and image alt text across pages within days.

Ippei Leads is a better fit if you want performance-based SEO backed by real experience, stronger intent targeting, reputable backlinks, in-house execution, and lead generation assets that can keep creating opportunities over time. Learn About My SEO Service and see how it can help you build a lead flow that is more profitable, scalable, and tied to real business growth.