Unfortunately far too many businesses fall prey to SEO companies that claim to be performing Search Engine Optimization (SEO) on their website, only to discover that the company never obtained FTP access. Without this access, SEO simply cannot be performed, and too many businesses are being deceived into paying for nothing.
FTP stands for File Transfer Protocol, which refers to the ability to access the data the makes up a website. In order for your website to be optimized for search engines, many changes will need to be made to the website itself, including code, tags, images, and other elements. However, without FTP access, it is impossible to change this information.
Once an SEO company is granted FTP access, they will be able to change the website’s data as necessary – adding content, updating Title tags, etc. Paying an SEO company that has no FTP access is like paying a cleaning company that can’t get inside your home. The task simply cannot be performed.
In many instances, companies are taking advantage of a business’s limited knowledge of how SEO works to extract payment without benefiting the website at all. Even if rankings are increasing, some of this can be attributed to a website developing more backlinks and authority naturally overtime. However, a truly beneficial SEO effort cannot be made until the website itself can be optimized, which requires FTP access.