What is FTP?

FTP is a network protocol that is used to transfer files over the Internet between a computer and a server. This is one of the most popular and oldest methods of data transfer. Its origins date back to 1971. The creators of the protocol had the task of developing a solution that would allow sending, receiving and editing files in another system.

Currently, FTP is considered one of the foundations of the Internet. Website administrators and server owners know it well. The protocol is mainly used for the transfer and editing of website files. This means that there wouldn’t be many sites without it. It is not as well known as HTTP, but most of us have had contact with it, e.g. when downloading various applications.

It should be remembered that it is thanks to the FTP protocol that information flow, i.e. downloading and sharing, has become possible. Initially, its service was based on issuing commands in the console. However, it now looks a lot like using Windows Explorer. As already mentioned, FTP stands for File Transfer Protocol, so in translation it will be a data transfer protocol. Although it is usually used to edit website files, you can also use it for other purposes, such as:

– private data sharing – one user sends certain files to the FTP server and then shares them with another person. This is done in a similar way as in the case of the Internet cloud,
– website management – via the FTP protocol, you can transfer files from your computer directly to the server on which the website is located.

In addition, there are people who use FTP as an introduction to learning. Thanks to it, you can get acquainted with the operation and handling of protocols, of which there are many, such as POP3, IMAP or SMTP.

How does FTP work?

It’s important to know not only what FTP is, but also how it works. To establish a connection, the user must be on one side and the server on the other. It is necessary to have certain permissions and credentials for file transfer to be possible. There are two modes of FTP connection:

– Passive – the FTP server opens the port and the user connects to it. The latter establishes the command channel (which is used to send commands and replies) as well as the data channel for transferring files.
– Active – the user is responsible for opening the port, and the server connects to it. The latter is responsible for setting the data channel, the user establishes the command channel.

Passive connection mode is usually set as the default in FTP programs. This is due to greater security. Often, using active mode is not possible due to the firewall operation in computers that block external connection. To establish communication with the server, the user must enter login credentials and open the command and data channel. Then it can move on to file transfer and reading.

FTP – how to connect and use it?

To connect to the FTP server, you need to enter some data. This:

– User Name,
– password,
– server address (often expressed as the website address),
– port number for connection (optional, when it is not given by default).

This data may differ as it depends on how, for what purpose and what exactly you want to access. In order to receive all the necessary data, it is best to contact the website administrator and ask for it. Another solution is to create a new FTP account, which can be done in a few simple steps. All you need to do is log in to the administrative panel of the server where the files are located and go to the FTP tab. The menu should include an FTP account or a similarly named tab, with the option to create a new account with read + write permissions. It is also possible to edit the password for an existing account.

There are many ways to establish an FTP connection, but the most common one is one of the following applications (referred to as FTP clients):
– FileZilla,
– Total Commander,
– Commander One,
– CuteFTP,
– Cyberduck.

Logging in to the program opens up all possibilities. FTP support is similar to managing files and folders in Windows, so it’s not a hassle. The user has access to options such as deleting, moving, modifying and uploading data to the server. Sometimes the main problem is finding a specific file location. This happens when there is a lot of different data on the server. If you use FTP to manage your site, it’s a good idea to back up all your content and move it to another location, for example to the cloud. This way you can avoid possible errors or unexpected crashes and file loss.

Is FTP safe?

By design, the FTP service is not secure. This is due to the fact that when it arose, the issue of cybersecurity was not as high-priority and widespread. FTP transfers are not encrypted, potentially giving hackers a chance to detect and intercept them. Most servers today do not support basic FTP. Instead, FTPS or SFTP is offered in the app.

The FTPS protocol works like regular FTP. The difference is that the sent packets are encrypted. Thus, it becomes difficult or even impossible to suspect data sent in packets. In turn, the operation of SFTP can be compared to an SSH connection to the server. Here, for authorization, public keys can be used instead of passwords. It is worth remembering that there is also a difference in the port used between the protocols mentioned. In the case of FTP it is port 21, FTPS port 21 or 990, and SFTP port 22 (although sometimes administrators also use different ones and change them to ensure greater security).

When using open-source programs, you may encounter the option of logging in and downloading files via FTP thanks to an anonymous connection. However, it is important to bear in mind that you are not entirely anonymous. Even if it is not necessary to provide data before connecting, in theory, an administrator can see who is downloading the files. It almost certainly saves user sessions, so it sees certain information, including IP addresses.

FTP – why should you use it?

FTP is a protocol that was created several decades ago, so it is already well known. It is still considered a good method of data transfer, even though online clouds and drives are more modern and offer access to many interesting features. Using this type of service is not troublesome, especially with popular applications. It should also be mentioned that the FTP protocol gives you access to several useful options. It is appreciated primarily for the ability to transfer many different files at the same time, although it is not its only advantage. It also allows you to schedule transfers, and even resume sending data when the connection is unexpectedly broken.

The important thing is that you can freely transfer files in larger sizes via FTP. It doesn’t take long and doesn’t put a strain on your computer. Often, sending an entire folder with photos or other data via e-mail or even a virtual cloud is sometimes difficult, sometimes even impossible. The FTP protocol allows you to solve the problem with the transfer.

Who is FTP a good choice for?

How useful is FTP and a server to handle files, you can see, among others when creating web pages. Thanks to this protocol, the transfer of many data is quick and without problems, which also affects the pace of work on the website. People from the SEO industry also use it. Access to the FTP server is needed to carry out all the assigned tasks and at the same time ensure the security of the website, i.e. make a backup. Then it is possible to make changes in the scope of optimization without any risk. The source files of the site can be managed from the level of the FTP server, they can also be edited. Other available options include:

– photo compression,
– URL redirection configuration,
– modifying .htaccess or robots.txt files,
– scanning for malware.

The use of FTP is also recommended for people who want or need to become familiar with how protocols work. It is the basis, after learning which you can move to more complicated versions and deepen your knowledge. In addition, the protocol will be appreciated by anyone who wants to be able to share files with other users, but does not want to do so through other available services.

It is worth noting that the programs used to establish FTP connections are mostly free. Some of them have such a simple interface that they can be successfully used by people who have not had contact with the described protocol so far (for example, Total Commander stands out). There are also special applications for more advanced users, which support FTPS and SFTP protocols and allow you to connect to multiple sources at the same time (their number can even exceed 100). This means that everyone will find the right FTP program for themselves, tailored to their individual needs and level of knowledge about the operation of the protocol.

FTP is most often used to manage and modify websites. However, it is worth bearing in mind that you can also use it to share files with other users, i.e. as an alternative to other data storage and transfer services. To establish communication between the FTP server and the user, an FTP client, which is special software, is needed. By comparing the available applications in terms of functionality, you can easily find the right one for a hassle-free FTP experience.

Our client has been operating on the market for almost twenty years, selling cameras and photographic accessories for both amateurs and professionals. It offers high-quality laboratory equipment and services, thus providing its recipients with comprehensive service. In the case of Google Ads for this client, we operate equally completely: we run text, product, video (on YouTube) and display campaigns, including remarketing. We’ve already got to know your audience, so we can focus on campaign optimization, achieving more and more conversions within our budget. Let’s take a look at how the combined results of all these campaigns changed over the course of a few months – from March to June this year.

Clicks and conversions

Testing and optimization measures in the customer’s account have led to a significant change in the number of clicks. At the turn of February and March, advertisements collected about 11,000 clicks, and in May-June it was slightly more than 15,000 clicks per month, which is an increase of 39.9%.

However, this parameter is not the most important in ad statistics – clicks in themselves increase website traffic, but they do not have to be associated with the achievement of the most important goal, which is the purchase. What’s more, a large number of clicks with a small number of transactions may indicate a poorly selected target group or an unclear advertising message. In this case, however, it can be seen that both the recipients and the content of the message have been correctly selected. You can see this clearly in how the number of conversions has changed over the period – it increased by 85%. The cost of obtaining them changed very slightly, only by slightly more than 5%.

Profits from the campaign

The good results achieved in the campaigns made the client decide to allocate more funds to Google Ads – in three months the budget almost doubled (by 94.07%). In February / March, we spent about $ 8,000 on advertising on Google, and at the turn of May and June, over $ 15,000. The client’s willingness to invest led to even more tests, which made the results even more satisfactory. Revenue increased from $ 114,374 to $ 560,431, almost 390%. In other words, raising the budget by about $ 7.5 thousand allowed to achieve income higher by over $ 446 thousand.

Return on advertising investment in Google Ads increased from 1,416% to 3,575%. What does it mean? Simply put, at the turn of February and March, each dollar spent brought about $ 14 in revenue, while three months later it gave almost $ 36.

Facebook Ads

The results from Facebook ads show even greater progress. In their case, however, it should be noted that the default data attribution settings are selected in such a way that the system also counts indirect purchases in the statistics. What does this mean exactly? When counting conversions, it takes into account the attribution model 7 days after the ad is clicked and 1 day after it was displayed. As a result, he also credits himself with conversions that have already taken place in other channels and for which Facebook did not have to be the last channel on the shopping path.

This is justified, because Facebook is a channel that does not respond with advertisements to the directly expressed shopping intention in the search engine, and selects advertisements that best match the user’s preferences.

Clicks and conversions

The number of clicks on Facebook Ads did not change as rapidly as in the case of Google campaigns – it increased from 7803 to 8709, i.e. by about 11.6%. However, as we have already mentioned, clicks do not directly translate into profits, and the most important statistics parameters are the number and cost of conversion. In the case of the number of conversions, the increase is more clearly visible – from 132 to 184, i.e. by 39.4% in three months. As for the cost of a single conversion, the level remained very similar – the fee for acquiring one customer decreased by $ 1.51, a decrease of about 3.5%.

Profits from the campaign

We increased the budget for the Facebook Ads campaign by 34.6%, or about $ 2,000. The revenue generated thanks to this channel increased by $ 685,573, which, with the given budget, means an increase of 283.4%. ROAS, i.e. the return on investment for this campaign for the period May 16-June 15, 2021 was 11981%, which, even when counting indirect purchases, is a very good result for this type of campaign.

Striving to occupy the highest possible search results for specific phrases is a real chance to expand the interest in the offer among new users. It is enough to look at the statistics prepared by Paraphrase-Online.com Team – over 43% of Internet users click on the link in the first place, over 37% of recipients click on the link from the second position, and with each lower position the click-through rate decreases – only 3% of users are interested in the link in the last position.

How to position the website – setting keywords

The user arrives at the website based on individual keywords or entire phrases entered into the search field. Therefore, the choice of phrases is one of the main aspects of SEO. It is with their help that the Internet user determines his needs, counting on precise feedback from Google.

You – as the website owner – must understand the user’s expectations. This will allow you to choose the right keywords – those that can be used by your potential recipient. However, you should not focus only on the main and very general phrases – they are very popular, as a result of which it is difficult to “stand out”, and besides, they usually do not allow you to reach users who are actually interested in the offer. Effect? You may notice an increased number of visits to the website, but the conversion will be low. And yet you care about generating traffic that translates into high sales, right?

Keywords can be divided into several categories:
– brand phrases – related directly to the company or a specific product that the user is looking for, e.g. Rolex watches,
– local phrases – relating to the company, industry, location, e.g. Miami dentist, dog hairdresser in Las Vegas,
– long tail phrases – not appreciated by everyone yet, but they have great opportunities; are especially recommended for the e-commerce industry, because they allow you to narrow the field of search, e.g. quilted autumn jacket without a hood,
– guide phrases – reflect the queries entered by the user; are recommended primarily in articles published on the blog, e.g. what cosmetic treatments for pregnant women, what book for a gift for a teenager.

Do you know the types of phrases and what’s next? How do you know which of them have high potential and which are completely let go? If you care about effective positioning, you cannot rely solely on your intuition. Public tools can help you choose the right keywords.

Google Keyword Planner
The Google Keyword Planner is one of the most popular phrase selection tools. Although it is ultimately used to plan Google Ads advertising campaigns, it also supports activities related to positioning. With this tool, you can search for phrases with potential, and analyze them, taking into account the frequency of searches or competitiveness.

Answer The Public
It is a tool that allows you to search not only for popular phrases, but also related queries entered into the search engine. Thanks to this, you can reach not only the main keywords, but also the long tail phrases and tip phrases.

You can also search for keywords using paid (more advanced) tools. The keyword database available in them allows you to find specific phrases with high potential. You get not only a list of words, but also information about the average number of monthly searches, trends, and seasonality. There are also phrases in the form of questions, dependent words, and even word groups. Thanks to such extensive functionality, you have a chance to create an appropriate set of keywords.

SEO audit – introduction to positioning

If you want to perform effective SEO, you need to know the health of your website. Why? For a website to be liked by Google robots, it should meet their expectations in terms of many aspects. These include such issues as:
– proper construction,
– speed of operation,
– user-friendliness,
– content,
– correct link profile.

An SEO audit is an introduction to positioning that will allow you to create a specific action plan that increases the likelihood of being in the top positions in search results.

There are several necessary elements that should form the basis of the audit. These include information on:
– website construction,
– site speed,
– indexing options by Google robots,
– the correctness of the website code,
– content analysis – also in terms of duplicates,
– competition analysis,
– keyword analysis,
– link profile.

A properly conducted website audit and the implementation of the changes recommended by it will help to increase:
– site visibility,
– movement within it,
– sales potential.

This means that you will get even more benefits from it than just positioning support. There is only one condition – it must be carried out reliably, preferably by industry experts. Specialists know what elements should be especially paid attention to in order to get as close to the operation of Google algorithms as possible.

Perform on-site activities

The results of the audit are an excellent and huge source of knowledge about the condition of the website and how to position the website. They are the starting point for further activities – first of all within the site itself. Here are some important aspects.

Correct internal navigation
The website must be friendly to both users and Google robots. An important role here is played by e.g. appropriate internal navigation – so that every visitor can easily reach the right place.

As part of the positioning activities, all activities aimed at improving internal navigation should therefore be carried out. This is what reflects the correct website architecture.

The most important element is the website menu with the most important main tabs. They should direct to individual subpages – categories, and they, in turn – to subcategories, etc.

If you want to check if the website architecture is correct, check it using the so-called 3-click rule. This means that a user wishing to reach the selected place should only make 3 mouse clicks. Of course, this rule will not apply to very complex websites or e-shops. However, it is worth thinking about building such an architecture that will require the least number of clicks from the Internet user.

Correctness of URLs
As part of the activities related to positioning, it is worth checking and – if necessary – modifying the URLs. Changes must be made with Google in mind, so they should be easy to remember, clear to navigate, readable, containing keywords, as short as possible.

Creation of correct metadata
The right meta title and description structure will help generate more traffic on the website. Therefore, it is worth remembering not only to supplement these elements, but also to ensure their correctness – not only in the context of placing the appropriate keywords.

Title should be between 60-70 characters. Make sure it responds to the question you are asking, while attracting attention and encouraging you to click.
The description length changes from time to time, so it’s best to stick to around 160 characters. The description should confirm the accuracy of the meta title – it should be constructed in such a way that it includes a CTA.

Content optimization
The content posted on the website plays a huge role, so it should be properly optimized. The basis is to supplement the content with selected keywords – but with naturalness. The text must be saturated with phrases, but in such a way that it is still easy to read.

The next step is to remove duplicate content – all that already appear in search results on other websites. Duplicate content is one of the elements that can significantly lower the position of a site in search results.

Remember that the content is not only texts, but also graphics. And it should be optimized – described with the ALT and title attribute. Also pay attention to the size of the photos – if they are too large, they will slow down the page loading speed.

Improving page loading speed
Internet users do not like to wait, so they immediately abandon slow-loading pages. If you do not want such a fate to befall your site, take care of the optimal page loading speed. You will not only score in the eyes of users, but also Google. The time in which the website content is loaded not only affects the higher position in the search results, but also … higher conversion.

If the audit indicated the need to improve the page loading speed, this should be changed. For this purpose, you can, for example, reduce server consumption, optimize images, remove unnecessary elements on the page, update themes and plugins, reduce the number of redirects.

Expanding the website content
Adding more subpages filled with content is a chance to naturally weave keywords and carry out internal linking. So think about expanding your site with new subcategories, and start a blog (if you don’t have one).

Take care of off-site activities

If you want to strengthen the position of a website in search results, you cannot focus solely on activities within the website. You have to “go outside” – in order to improve your authority, strengthen your image on the web and… build a natural link profile of the website.

Unify corporate data
If your company details are published on different business card pages, check that they are correct. Keep it up-to-date to help build greater trust and improve credibility.

Completing online business cards
It is worth getting to know the users – it is enough to fill in the information in the online business cards. The necessity is, among others presence in Google My Business. A free profile helps you connect with customers in both search and Google Maps.

You should also make sure that existing customers leave feedback about your company. The more positive, the greater the trust. This will directly help in increasing the traffic to the website, and this in turn will aid positioning.

Publishing expert articles on industry portals
The image of an expert helps to rise to higher positions in search results, so it is worth ensuring the publication of articles on industry websites. However, these cannot be typical advertising texts, and articles with added value for the reader – it is about dispelling doubts, presenting new opportunities, etc.

Publishing sponsored articles
Sponsored articles are content published for a fee. This does not mean that they can constitute intrusive advertising and presentation of own services / products. If they are to attract the reader’s attention and encourage him to visit the website, they should provide a solution to a given problem, etc. How-to articles that present specific knowledge and clear tips useful to the user are great for this role.

Remember! The website for publication should be selected in terms of your target group. If you only operate locally, then focus on such portals.

Positioning – focus only on White Hat SEO

How to position your website without worrying about tomorrow? If you intend to improve the website’s position in the search results and you want to stay at the top of the search results for a long time, do not resort to unethical practices. Act in accordance with Google’s guidelines, because only this will bring the expected results. Build pages with people in mind, not just results.

Follow the White Hat SEO principles, which include aspects such as:
– adapting the website to the needs of recipients,
– improving user experience (so-called User Experience),
– constant expansion of content,
– obtaining external links in a natural or non-invasive way.

Remember! Currently, what matters to Google is the well-being of the user. Therefore, in all activities related to positioning, bear in mind your target group. Thanks to this, you will increase the chance of higher positions in search results and minimize the risk of applying filters to your website.

How to position the website – independently or with support?

Are you wondering how to position your website: on your own or with the agency’s support? There is no one-size-fits-all answer because it all depends on several factors. The most important thing is the current knowledge and experience – you need to know what actions to take in order to gain higher and higher positions in search results step by step.

A common mistake are attempts at self positioning by people who do not have much knowledge. Just “touching” the topic does not help much – because working out high positions in Google is not only about supplementing the content with keywords. The whole process is multi-stage and long-term – taking into account the changing Google algorithms.

Of course, a lot also depends on which agency you are going to cooperate with. In this case, you cannot be guided solely by the price. Consider, among others such issues as: knowledge, experience, the effects of campaigns implemented so far, opinions of other companies, and even provisions in contracts.