Users often hear a term that is new to them. Something about what they heard makes them curious, so they head off to their favorite search engine and type in "What is [search term here]?" If you have a product or topic whose definition may be not be common knowledge, consider creating a page (or a forum post if you own a forum) that is titled What is [your term here]? Use that phrase in a header tag, and then write two or three paragraphs of information that defines the term. It is often easy to rank well for the phrase, and it can bring in quite a bit of traffic. Give it a go.