What does Trophy Terms mean?
SEO starts with choosing which keywords or phrases you would like to rank for in the search results of Google, Bing, Yahoo or whoever.
A common mistake webmasters or business owners make is at this very early stage when they think
they know what keywords they will target but do not do any research to check if they are worth the cost and effort.
Essential to this work is knowing which keywords deliver visitors who do what you want them to do. Thus there is little point ranking for Keyword A if visitors who come to your website after searching Keyword A never convert (i.e. don't buy a product, click on an ad, sign up to a newsletter - whatever the purpose of your website is).
Keywords which deliver traffic that does not convert are known as 'Trophy Terms' because they make the webmaster or business owner feel good but they do not actually add anything to the bottom line of the website.