Zero ranking for the homepage

Hi, friends.

Have a situation here, please, assist

There is a new e-commerce website (3-4 months), where everything is going ok with rankings - after adding content to categories and product pages, they start to rank for search queries. BUT the main page doesn't rank for any keyword! Not even long-tail with low search volume.

The set of keywords for the homepage was picked based on the logic (I swear!) and the analysis of competitors.

There is no overuse of keywords on the page, no spammy links pointing to the website.

Worth mentioning, the main page is far from perfect with loading speed. Could it be the possible reason for complete, utter, and horrible absence of queries it could rank for?

What could be other reasons?

Thank you for your help, and Happy New Year!

Well why would it rank? If there's a different page on your website, that's more relevant for the particular keyword, then it will be shown instead of the homepage. This is what you want to be happening anyway so what's the issue here?

Nargil said:

Well why would it rank? If there's a different page on your website, that's more relevant for the particular keyword, then it will be shown instead of the homepage. This is what you want to be happening anyway so what's the issue here?

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Thank you for your feedback! But that is not the case. There is no other page that ranks for those particular keywords. By specifying that other pages rank, I just wanted to point out that the website is crawlable, with no obvious issues

Well in that case, either the keywords are too hard, or the onsite seo is not good enough or you just have to be patient.

The competition is too high, therefore your domain doesn't have enough link power to compete with them. Even if your on-page SEO is perfect, but the competition is tough you need off-page authority to the domain. Like you said, you have done competition analysis, so it should show what the difference is with other pages ranking for those keywords.