The following are industry terms with definitions dealing with major aspects of Web Design, Security, SEO, SEM, ROI, and Advertising

Advertising Campaign

 An Advertising Campaign is a series of advertisements that are placed in tandem to garner a specific result or goal. Using multiple Advertising Campaigns together, you can work on both short-term and long-term goals in order to continuously better your sales.

Brute Force Attack

A Brute Force Attack is using a valid username and trying to access the backend of a site by cycling through passwords until they get the right one.  This can be done manually or through a piece of software that allows someone to load a list of words, numbers, even a dictionary to break into the site.


 A Click is better known as following a link or advertisement from one site to another (or one page to another page).

 Click Through Rate (CTR)

 A Click Through Rate (CTR) is a way of measuring the success of ad impressions and the end result of the click (buying a product, asking for a consultation) The higher a CTR, the better your advertising campaign is doing.

Cost Per Click (CPC) or Pay Per Click (PPC)

 Cost Per Click (CPC) or Pay Per Click (PPC) is the amount of money a advertisement owner pays a advertisement displayer to display the advertisement on whatever medium it is shown (website, video, game, mobile to name a few) once the advertisement has been clicked.

Hit(s) or Unique Hit(s)

 A Hit is a single request from the server for one file. As most sites include many files to access one page, you may see multiple hits for one page. A better way of accessing total Hits is using a Unique Hits counter (counting different IPs, each as a unique person).

Page Impressions (PI) or Advertisement Impressions (AI)

 Page Impressions or Advertisement Impressions as related to an Advertisement Campaign is a counter of how many advertisements were loaded or impressed on pages.

 Return On Investment (ROI)

A Return On Investment is how the Advertisement Campaign, Web Design, SEO, or SEM either positively or negatively impacted the bottom line of the business. A break even could be considered negative.

Search Engine Optimization (SEO)

Search Engine Optimization or SEO is the ability to get better rankings on search results by editing your site to meet the standards required by the search engine algorithms.

Search Engine Result Page(s) (SERPs)

Search Engine Result Page(s) or SERPs is basically where your site shows up for specific keyword(s) on searches.  These can be organic ( earned through SEO) or Advertised ( paid to be at the top of the list).


Targeting is making use of specific keywords or terms in order to reach a specific audience. This can be used in Advertising Campaigns in order to show Advertisements when only specific terms are on the page or in the search bar. In SEO this is used to bring the site or online medium higher up on the search rankings in order to reach the specific audience.


A Visit is the culmination of a IPs time on the web site. This can include transactions, page views, video views, and overall time spent viewing each. This can help with making certain pages more user interactive, fixing problems, and finding out what is working best for the site.