Hi everyone! I’m revamping my company’s website, including its structure and content, with SEO in mind where possible. I’d appreciate some advice on the homepage .

We sell a very niche product. The keyword that best describes it has low search volume, and the search intent seems mostly informational and unrelated to our product category.

Our homepage H1 currently uses a broader, higher-volume term instead. However, most of our homepage traffic comes from branded searches rather than searches for that broader term.

My questions are:

Why might the broader term not be driving traffic? Could it be because we only use it in the H1, or is a mismatch between our page and the search intent a more likely explanation?

Should the homepage H1 include the term that most accurately describes our product, even if its search volume is low? We already use this term on other pages, where it gets high impressions but a low CTR. That makes me suspect people searching for it are looking for something else.…