A rarely used word is the site name. Is it a plus or a minus of indexing?

Question

Search Engine Optimization

I am making a website for selling pies in Moscow.
There are Russian pies, grandmother's, Ossetian.
Mine are called "tsikab". This is how the Tabasarans, one of the ethnic groups of Dagestan, call their pies. These are the same pies in the general sense, but there are sharp differences in the thickness of the dough, the filling.
Is it worth emphasizing this rarely used term when "promotion" of the site?

Answer 1

Wordstat says it's not worth it, almost no one is looking for "tsikab" - when it comes to search engine optimization. And in some banner advertising - why not. I would like to try pies with a name I don't know.

Answer 2

It will be easy to bring the word "tsikab" to the first place. Will it give you the amount of traffic you need? Most likely not
The site is promoted not by one word, but by hundreds and thousands.