author: Chris Price
date: 2008-01-27
Does SEO need FTP and server access?The short answer to this question is: yes, always. It's possible to find workarounds but in that case the job can never be done perfectly.
An SEO consultant is - or should be - a website developer above all else. He or she improves your website, improving the quality of the code and the content. What else would you have him do? Buy links perhaps? If you are thinking along these lines then actually you don't need SEO - which is a website quality improvement and performance improvement process - you need link buyers, search engine submitters, and PPC advert buyers. This is more like an SEM service (search marketing), not SEO.
Organic SEO is the process of improving a website, above all else. There are a lot of ways to play it of course - so if you think website quality is unimportant, but link buying and PPC ads are the way to go - that's fine. But it's not SEO.
And then, we haven't considered at all the very important question of faulty server configurations: these are sometimes just plain wrong, and who but your SEO consultant knows how to fix that? Certainly not your hosts or website developers - they caused the problems in the first place. And how can an SEO consultant tell what's wrong with server setups or web applications if he can't look behind the scenes?
An explanationLooking at the question in detail: it is sometimes asked if an SEO agency will need FTP and server access in order to execute their work. Sometimes this is seen as a questionable requirement, as if either (a) they shouldn't need it, or even (b) that application for such privileges is a danger sign.
The question implies that a website developer (as an SEO consultant is) does not require access to the site. This is an interesting concept that bears investigation...
Definitions
FTP access is the main method of directory inspection; rapid single file upload / download; bulk file transfer; server configuration file checking and resetting; and file / directory permissions overview and resetting.
Server access normally refers to website user control panel access. This provides file manager view, statistics monitoring, raw log access, and ability to contact the tech support staff. Normally cPanel, Plesk, or Ensim control panels are seen.
Root server accessHowever there is another aspect to this that complicates it a little. There is another type of server access that is known as root access, which means access to the main server control functions, eg the Linux console on an Apache server or the IIS Manager on a Windows server. Shell access is another description.
From the point of view of the more common Apache server, it's quite true that there are few reasons why this would be needed for SEO. Root access (ie via the operating system console) is never needed on a shared server and in any case not available. Only host's tech support have access to this as it affects operation for all the sites on the server, so this cannot be available to an individual site owner or agent. If there are problems with server operation then tech support must fix them - perhaps under advice of the SEO consultant. We have had to exercise this option many times where servers had not been upgraded or had been set up incorrectly. Shared servers are certainly not always run correctly and reasonable hosts will be open to sane advice such as that their PHP settings are wrong / obsolete and should be checked with PHP central. This can apply more often to newer servers, where the bugs have not yet been worked out.
With a dedicated server things are different - the owner has root access. There is definitely at least one situation where an SEO consultant, or a webmaster, would want things sorted out on the server console: where the Apache file ownership is set up wrongly on the server. To be fair, this is mainly going to be an issue for a CMS webmaster, where file permissions and ownership do not allow the CMS to function correctly. In some cases, this may impact an SEO consultant, especially in the common situation where a CMS website owner has no webmaster and asks the SEO consultant to carry out work on the CMS.
Apache servers have two forms of file permission - file permissions per se, and file ownerships. Both have to be set up correctly or the server configs are faulty and prevent correct operation of a CMS. This is sometimes seen on a dedicated server where the hosts have partially set up the server but have not completed the configurations. In these cases, the file ownership situation can be incorrect, and a CMS will not function correctly, as files cannot be uploaded by FTP so that the CMS can work with them; or files added via the CMS backend do not function or even appear within the CMS. This is an incorrect Apache file ownership setting and can only be corrected on the Linux console, ie with root server access.
Even so it is preferable if tech support handles this as if they simply set up the server fully in the same way as all their shared servers, the problem would not exist (unless they don't know how to do this correctly).
This fault is seen more often on unmanaged dedicated servers, which are slightly cheaper, and imply that the server owner employs his own staff to set up the server correctly. With managed dedicated servers, the host's staff should complete the job fully and so these issues should not be present. The cost is very little extra; for example an unmanaged server is currently available at £100 per month, and a managed option is available at £110 per month, at the same host. For the small extra cost, the full tech support in the managed option seems well worthwhile.
If an Apache server is set up incorrectly it will certainly affect aspects of the server operation. However, it would seem safer if independent staff are contracted in some way to fix these issues, as SEO consultants are better off not having to get involved here, for numerous reasons.
IIS servers, that is to say Windows servers, are a slightly different proposition because they are far more limited in their management options than an Apache server. There are no per-site controls available to the individual site owner as exist on an Apache server (the htaccess and php.ini files for example), so all operations for all sites must be carried out by host's staff. Even a simple page redirect must be done by tech support, so work is inevitably more time-consuming and therefore expensive. In the case of a dedicated Windows server, there is certainly a case for saying that an SEO consultant who can and will work on the IIS Manager console could do so, as this would save time and money.
At A3webtech our policy is that only host's tech support staff or other contractors work on server consoles. This protects us from subsequent issues even though job times can be extended. This can create problems where a site owner does not recognise that all sites need a webmaster, especially those with complex web applications such as a CMS. The problem is that sometimes a site owner may feel competent to operate the CMS, and thinks that is all there is to it - but where they have an unmanaged dedicated server this will certainly not be the case. Unfortunately, additional technical input is often needed. It's probably best if the SEO people keep such tasks at arm's length since the possibility of further issues developing exists - even though a site owner may fail to understand that server technicians are always required to run a server. Unmanaged dedicated servers are fine where host's staff can be brought in to fix issues, and know what they are doing, or where the owner has access to other skilled server techs. Where the SEO people are dragged in to this area, willingly or unwillingly, there is potential for misunderstanding or worse. It is better if server techs can be instructed rather than SEO staff work on the server directly.
Therefore root server access is not needed for SEO unless there are serious issues with server configs. In this case, a wise move would be to have other staff fix these problems. If the server cannot be brought up to scratch, a hosting move may be advisable.
The search optimising process
Let's examine the SEO workload in detail. The first job will be to audit the site, since without a structured investigation it is hard to see how an organised worklist could be constructed. To audit the site requires a thorough examination of all aspects, from network performance, through server configuration onward. An audit implies the closest possible examination, and to attempt this without full and free access is impossible.
When head office accountants arrive to audit your books, they don't drive past the building and take a photo. They camp out with you and have access to anything they want, since otherwise they couldn't do their job. An audit is the minutest examination; you can't have a drive-by audit.
The outline tasks, in order of importance, might be listed as follows:
1. Complete a site audit
2. Analyse the website statistics
3. Optimise the site
4. Obtain inbound links
5. Manage other off-site tasks
6. Re-tune the site again
7. Analyse the website statistics again
Item 3, optimising the site, is by far the largest, the longest, and most important task. It sub-divides into a large number of individual areas and work processes. These include checking server settings, uploading files, changing page code, changing site navigation, changing site architecture, adding pages, adding new sections, editing content, improving copywriting, improving marketing, tuning site usability, improving accessibility, tuning keywording, generating additional bulk copy and adding it to the site correctly - and so forth.
Essentially it is an advanced from of website development; taking to the limits those aspects of site construction for search compliance and tuning for sales that web designers, developers and webmasters do not normally have the skills or knowledge to expedite. Why would they, in any case, when it is not their department?
Every one of these actions requires FTP and/or server access - you cannot develop a website without access to it.
Item 4, getting links, is basically an off-site task. However, it usually requires an on-site component, that of creating a links page in the correct format, and adding linked sites to it. This requires FTP or server access.
In terms of file management - ie FTP versus control panel use - in general FTP working is preferred since it is so much faster. However, some tasks require use of the File Manager within the control panel. And overall, access to the control panel is a core function of SEO since it is the website central management point. It is where the basic stats, database management, raw log, current error log, latest visitor log, protected directory management for new statistics applications, server usage stats, domain management, phpMyAdmin controls, cron jobs manager, custom error page manager, and techsupport contacts are located - to name just a few.
How an SEO project would be progressed without access to those is an interesting question. The answers might be: (a) it would be impossible; or (b) with difficulty and with no chance of 100% efficiency.
Item 2 is checking, working with, and tuning using the stats. The website statistics need checking on a daily basis during the scope of an SEO project, which is often done (and always at first) by accessing the server. The stats are normally accessed in one of two ways: via the main control panel, or via a protected directory. The main site server stats are normally accessed via the control panel, and will be checked extensively in the first stages of a project; subsequent additional stats packages are accessed via a protected directory, outside of the control panel. Such applications are installed via FTP, by those who are familiar with them (a developer who is not, will be unable to set the configurations correctly for optimal SEO use).
Another type of statistics application, the page script tag type, does not require access to a directory to view; such applications are normally hosted solutions (like Google Analytics for instance). The results are viewed remotely on another site. However, these types of stats packages have many drawbacks compared to real server-hosted web analytics, and are best viewed as an add-on facility. In any case they require script additions to every page on the site, which would be a little difficult to achieve without access to it.
Item 5 concerns itself with off-site tasks. However, these almost always include an on-site component: uploading files to the webroot via FTP or the control panel, for instance. Such files include sitemaps and authorisation files.
Item 6 - a re-tune, subsequent to completion of the preceding tasks; the final stage. Again, reworking aspects of the site development will be difficult with no access to it.
At #7 we come back to the stats although these are a daily task. Web analytics are a crucial part of commercial site success, and you need to be very familiar with them.
Execution of SEO tasks
It should be fairly obvious from the preceding brief (and incomplete) breakdown of an SEO project that both FTP and server access are a fundamental requirement of the process. However, theoretically it is not entirely necessary for SEO consultants to have this access, provided that:
- others will execute all the required work
- extended timescales are acceptable
- a less than perfect result is acceptable
Sub contract SEO
In the case of sub contract SEO, where consultants work for online agencies and perform their high-level SEO for them, this scenario is much more frequent. The SEO personnel perform the search optimising audit and generate a task list; the agency personnel execute the tasks where possible (though in some cases this will not be feasible as the skillset is not present). However, the most common solution is that all personnel involved have full access to the site and divide the workload between them as appropriate.
Therefore a range of possible task appraisal and execution scenarios exist. In all cases, SEO personnel will be determining the tasks and either supervising or executing them. In brief, the possibilities are:
1. SEO personnel execute all tasks. This requires full access in all areas.
2. The client's staff executes much of the work. This may be possible if developers and website builders are available, and can progress the work under close instruction by the SEO personnel. However, normally they would divide the work between them, as this is more logical - and much more efficient.
3. The SEO personnel and site management agency staff together execute the tasks. They decide who will do what, and work as a team.
4. The online agency carry out all tasks themselves, under instruction.
The most efficient scenario, and the only one that guarantees that the job will be done right, is #1. Logically, assistance will be given with tasks such as bulk text generation; and also in the matter of code changes, when web constuctors/ developers are available to assist. Numbers 2 and 3 can work when the teams integrate well. Some SEO staff prefer this mode of working as it can be very efficient with the right people, the right hosts, and the right server set-ups.
Efficiency of SEO
You may be able to see from the previous points that the efficiency of the operation - its speed and timescale, its relative effectiveness, and the likelihood of mistakes or omissions - will be impacted heavily by decisions made here about the assignment and management of tasks. Indeed, SEO is basically website management taken to the ultimate degree of efficiency. It could be defined as the fine-tuning of development for search engine compliance, accessibility improvement, marketing gains, usability efficiency, and online sales where appropriate. The only people who possess the required skillset - by definition - are SEO personnel.
The most efficient mode of all is for SEO staff to plan and execute all tasks. This is something of the order of ten times faster than third-party task execution, even at its fastest.
The least efficient method would be where the SEO agency have no access at all to the server, by FTP or via the control panel. As well as tasks being prolonged extensively, there is a serious risk of omissions and errors - no server errors can be spotted, and nothing anywhere at any stage can be checked by those who know what they are looking for. There is absolutely no way the job can be done properly.
Conclusion
Taking account of the foregoing, it is hard to avoid the conclusion that anyone stating SEO consultants do not require FTP and server access must be either someone with little experience of SEO; or possibly a search marketer of the 'purist' vein: someone who believes paid off-site advertising is the best way to achieve results.
Indeed, if you think that search optimising is basically a question of submitting to search engines, getting links, and organising PPC spend, then this could be the case. No doubt there are even SEO firms who operate like this - anything is possible on the Net, after all.It is quite true to say that in a relationship between an SEO agency and an online agency, where external consultants provide top-level contract organic SEO services to a website design / management / search marketing agency (and this is a very common arrangement), then agency staff will do the bulk of the work, under instruction. There are various levels of efficiency, here, though; and if the SEO consultants have no access to the server and on-server stats then errors and omissions are inevitable. This normally only occurs in cases of poor server management, which is inevitably linked to poor hosting provision. Unfortunately, IIS servers are often associated with this problem, which should be something of a warning.To make a final statement, then, on this subject that seems to confuse the inexperienced:
An SEO project where the consultants are not given full and free access can never be carried out with 100% efficiency
[as long as we're not talking about root access, ie server console access]
SEO is advanced website development plus off-site asset management. In the case of novice or black hat SEO operators, it may well be possible for them to work without website access; submitting to search engines and similar exploits do not require server access, after all.
As regards real SEO - that is to say website search, accessibility, usability and marketing improvement - there are alternatives, relative measures and so forth; and these may be acceptable in some circumstances. In the end it boils down to whether you trust your SEO consultants or not: if not, then keep them at arm's length by all means. This does not, however, seem an ideal arrangement; why would you work with people you don't trust, in such a critical area?
Website securityAs far as security is concerned (and we should consider this), website owners are far too lax in this area. The very least measure that should be taken here is to engage a security consultant. If this is done, his advice on the SEO process might be taken. One assumes the question posed initially referred in some way to security, after all.
Finally
It should be clear, then, that server access at individual website
control panel level, and FTP access, are always required for SEO. Root
server access may be required in order to fix basic server errors but
is best avoided by SEO people. The server needs setting up in the first
place by people who know what they are doing. Some dedicated servers
have issues here.
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Server Access For SEO
