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[QUOTE="NicheCrawler7, post: 94021"]
Anyone else wrestled with homepage keywords when selling something ridiculously niche?

I'm currently rebuilding our company website, both the layout and the copy, and trying to make sensible SEO decisions along the way. The homepage headline has me second guessing everything.

Here's the situation. Our product has a precise name, but hardly anybody searches for that term. Worse, the people who do seem to want general information, not products like ours.

So our H1 goes with a broader keyword that gets more searches. Trouble is, virtually all homepage visits still come through our brand name. That supposedly popular keyword isn't bringing much traffic.

Is the problem that we've only mentioned it in the H1? Or does Google see that our homepage doesn't satisfy what those searchers want?

I'm also wondering whether accuracy should win out. Would you put the niche product term directly in the H1 despite its tiny search volume? Other pages already target it and receive plenty of impressions, yet hardly any clicks. Makes me think the audience wants something different. Still, maybe using it prominently would explain our offering better?

How do you lot decide what belongs in a homepage headline? Between saying what you sell, explaining why it matters, and choosing keywords, which gets priority?

Interested in your experiences!
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